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Pitara.com set for marketing drive

Our Bureau

CHENNAI, Aug. 13

PITARA.COM, a pre-teen portal, will be going in for joint marketing promotions with manufacturers who target the same audience, according to its founder and CEO, Mr. Ajai Jaiman.

The portal is the start-up venture of Pitara Kids Network Pvt Ltd, in which ICICI has picked up a 30 per cent stake.

Mr. Jaiman said that the portal has been three years in the making and that the company is the process of firming up its business plans.

He said that ideally, Pitara will tie up with manufacturers who cater to pre-teens and who will be able to provide customised products.

Mr. Jaiman said that the under-15 age group as a segment is an important decision making one but is not catered to.

Pitara.com was set up to fill that gap. He said that it gives the child a number of topics which are current and with an Indian perspective. The site will soon have its own e-commerce site.

According to international estimates, the number of internet users under 16 will surpass 7.70 crores globally by the year 2005.

Most of the growth will come from North America and the Asia Pacific region.

According to the National Readership Survey, in India, there are nearly 5.8 lakh Internet households. Based on the family size statistics, it is estimated that there are approximately six lakh children within the Internet accessing households.

In a survey conducted by the US-based Grunwald Associates, it has been revealed that ``family decisions to purchase Internet access and computers are centred on children's education and learning. Parents believe that the Internet is an important tool for their children's learning and development.''

Mr. Jaiman said that by virtue of being on the Web space, the viewership is clearly from the socio-economic A category, upper income homes.