73Coffees.com is an interactive event-planning vortal which was launched in January 2000. ``Our domain name has generated a tremendous amount of response for our B2B portal. The curiosity factor has in fact promoted our portal even without mainline advertising. Within five months, 500 corporates have registered with us,'' explains Roy.

However, Roy admits that physical world advertising is also crucial in India. So, as part of its offline advertising strategy, the company is all set to launch a nationwide multi-media campaign in July 2000. To design its ad campaigns, the company has roped in Alok Nanda Company, the new creative hot shop in the country.

Reasons Roy: ``We preferred to go for a creative boutique rather than a traditional mainstream agency. In the dotcom advertising industry, the focus is now on highly creative advertising.'' In addition to print advertising, the company also plans to use outdoor as well as online medium to promote the portal, informs Roy. In a bid to provide information on various trade shows and exhibitions across the country, the portal has recently tied up with Expopoint.com, a well-known trade show portal. ``We are also in the process of tying up with various channel partners to generate traffic and content,'' adds Roy. Ever since its inception in January 2000, the company has adopted the direct marketing route to create awareness for the B2B portal. Currently, the company's database includes 1,500 online and offline users.

According to Roy, 73Coffees.com is amongst the new generation Web services which brings together corporate event planners, industry associations and hotels in a new interactive format where they can do a brisk and productive business. ``We have recently opened our branches in Delhi and Bangalore. To explore new venues and to build relationships with corporates we will be opening offices in other major metros across the country,'' says Roy.