Amitabh, The close buddy of Ambanis, can easily be a brand ambassador and push the site easily.

Achieving millions of user base can't be difficult with celebrities actively endorsing the site. What matters is the stickiness of the site. By Stickiness, I mean the returning registered members on a regular basis. Even if the site achieves 10 percent of its claimed user base, it would be an amazing marketing success.

I am not at all amazed at the reach of bigadda as it's easier for big banners like Reliance to promote any such ventures. I am more surprised at the success of sites like http://www.tamiljunction.com that targets Tamil community both in India and abroad. Such niche sites seem to be growing at a rapid pace and it surely indicates that targeting more niche community can be more successful than creating a online social platform for a whole nation.