Brandgroom was set up a couple of weeks ago and is primarily a brand management company, according to Mr Suryanarayan. "I feel that the Internet has propelled the need for branding even among smaller companies and as far as Internet companies are concerned, it is an imperative" explains Mr Suryanarayan. Spotting the demand for consultancy services for brand building particularly among Internet companies, early on, Mr Suryanarayan has set up Brandgroom whose clientele includes Travelmartinida.com, Filemyreturns.com, Jobcurry, Sindhishaan, and the Khar Gymkhana in Mumbai.

"While we have started with a client base which predominantly comprises Internet companies, we don't intend to limit ourselves to Internet clients. In fact the idea is to move on and service all sorts of brands" says Mr Suryanarayan. Brandgroom comprises a 22 member team with professionals who hail from various streams like media, direct marketing, design etc.

In terms of funding, apart from an initial investment from the promoter, the project is largely working on its own steam according to Mr Suryanarayan who says that Brandgroom's revenues come from billing clients for its consultancy services. The company offers its advisory services right from the stage of naming the brand/company to creating sub branding and other opportunities for the brand. "In the case of travelmartindia, we are helping them create sub brands to cater to corporates and for the community portal SindhiShaan, we are helping them create a major offline presence which includes a publication and a 13 episode show for DD Metro" says Mr Suryanarayan.