According to Indiainfo.com vice-president (marketing) Mr Kamal Basu, the main objective of the tie-up is to enable cross-promotions. With this tie-up, Bazee.com will act as the channel partner for auctions on Indiainfo.com. "The tie-up is purely a fee-based deal. No equity participation is involved here," adds Mr Basu.

According to Baazee.com chief marketing officer Mr Gautam Thakar, the company's strategic alliance with Indiainfo.com will enable more Netizens to participate in online auctions across the country. "Jointly, we will be able to provide the consumer with a wholesome experience on the Net," adds Mr Thakar. The Mumbai-based Baazee.com is a leading online site in India.

In a move aimed at increasing the reach of its services, Indiainfo.com tied up with Indiacar.com, a leading portal on automobiles on September 27, 2000.

According to Mr Basu, the alliance involves a multi-layered strategic relationship. "In this arrangement, Indiacar.com will become a channel partner for our portal for automobiles. The tie-up is again a fee-based deal with no equity participation," says Mr Basu.

According to Mr Basu, this form of marketing strategy is used worldwide by vertical and horizontal portals which benefit both companies. "The horizontal portal is able to provide information and services to users and the vertical one gains in terms of being able to reach a wider target audience.''