Interestingly, red in Redforwomen.com stands for "real easy decisions".Redforwomen.com is a niche website focussing on flexi job options,entrepreneurial and job opportunities for women, says Chhachhi. According toher, the idea goes beyond the dotcom, as flexi time is the need of the hourin India and South Asia. In the West, this concept is accepted and there arelaws in favour of flexibility at work. In India, because of cheap labour andsocial conditioning, wherein a perfectly intelligent women sits at homeafter marriage because her husband expects her to, a lot of female talent isbeing wasted.

By providing flexi opportunities, which can be defined as consulting work,projects, retainerships or home businesses (in fact, any job that allowswomen to manage their time according to their convenience), they are usingtheir talents and still managing to look after homes and children, Chhachhiexplains.

``Women are multitask people,'' says Anju Kurien, the site's head ofmarketing. ``Research in the West has proved that women can do more than onething at the same time.''

The site plans to get into the lives of women via events and housewivesclubs. ``In India, if you give a woman a platform to work and look after ababy, she is not only capable of handling both, she's also a loyal employeebecause, in some way, she feels indebted,'' adds Chhachhi, who has beenthrough the experience herself at work.

Who is their target audience? ``There are 6,00,000 Indian women who surf theNet. We are targeting them, as well as the non-surfers, who want a flexi joboption or an opportunity to set up their own businesses,'' Chhachhi says.The website purports to give women the freedom to either post a resume andget a flexi job, or choose from the 72 home business models available. Allyou need is initiative and focus. Though Redforwomen.com can help you withthat, too.

The website also has a search cell within the organisation, which goesbeyond the realm of the Internet. The cell consists of headhunters fromglobal executive search firms and HR managers.

``Companies will not be open to flexi work till they see the benefits ofoutsourcing,'' explains Vikram Chhachhi, head of operations,Redforwomen.com. ``We understand that we have to hold the hands of both thewomen and the companies so that the right kind of quality reaches bothends.''

``Our revenue plan is 30 per cent online and 70 per cent offline. We willhave 3-4 large events every year, which will be the meeting ground betweenwomen who want flexi opportunities and corporates, banks or professionalswho want to give these opportunities. If the women come, and they will,going by our first day response (1,20,000 hits, 400 registered users), thebrands that target women automatically will want to use us to reach thesewomen,'' explains Vikram.

Redforwomen.com's effort is being endorsed by ad film-maker Prahlad Kakkar,O&M group creative director Geeta Rao, and Suraj Mishra, who isvice-president of marketing and sales at ICICI Prudential.

Says Kakkar, ``To empower women to work on their own terms means uprootingsocial conditioning and make it common knowledge that women always performbetter under pressure than men.''

Rao adds, ``For a woman, flexibility is a state of mind because research hasshown that women are naturally multitask people."

Mishra explained that ICICI had already implemented flexi hours for women inmutual fund sales and this had paid great dividends for the company as wellas the women.