Seth, the main promoter and the CEO of the newly-formed company said that Brand Dotcom Ltd is India's first corporatised venture based on credibility, skills and expertise in the fields of advertising and marketing. ``We believe that there is an opportunity in corporatising the dot.com business but in niche terms, hence the vortal focus on brands,'' Seth said while addressing a press conference.

The newly-formed company's board consists of heavyweights: S M Datta, former chief of HLL and currently on the board of Infosys is the chairman; while former CEO of Proctor & Gamble Gurcharan Das and advertising guru and CEO Quadra Advisory Shunu Sen are thedirectors.

While declining to comment on the equity sharing pattern between the promoters, S M Datta did not rule out venture capital in the near future. ``Already two or three venture capitalist have approached us,'' SM Datta said.

The company also announced its focus on revenue generation right from the beginning. ``We recognise that in tomorrow's world it will be revenues and not eyeballs alone that will create dot.com relevance,'' said Seth.

"Our strategy involves revenue generation from the service providers and this will become fully operational by August onwards this year," Datta said. The vortal, besides listing all advertising and marketing agencies, will provide market research, creative and advertising counselling and comprehensive advisory services.

Also, the company has entered into tie-ups with Satyam Infoway for technology support, PriceWaterhouseCoopers for strategic business planning, Ernst and Young for financial controls and audit, Hewlett Packard for hardware support and CaratIndia for media strategy. Besides these, it has also tied up with ORG-Marg as market research partner, and brought on consultants like RK Laxman, Piyush Pandey and Siddhartha Basu. To promote the portal, Seth said the company will not spend heavily on advertisements as it not in the race for eyeballs but will depend on roadshows and other below-the-line activities.