At Web18, Khiani managed a team of about 250 members and was responsible for the profit and loss, apart from conceptualisation, ideation, creating affiliations and business planning of online properties of Web18. How did the idea of a horizontal portal originate? "At that time, when you talked about any big internet company in India, the names that came to mind were Rediff, Yahoo!, Google and MSN. From the consumers' perspective, Web18 was not a brand that people would have recognised." We realised that our verticalled strategy was great from the sales perspective, but we needed an umbrella brand as well..Thus from 1990 to 1995 the lumber industry in the United States maintained a growth rate of about 3.5 percent by cutting down the equivalent of 1.5 million more trees than they had the previous fiveyear period. However, in order to maintain the same 3.5 percent growth rate from 2005 to 2010, they had to cut down the equivalent of 2.5 million more trees. Extrapolate those