Business Standard,

IndiaMART.com, a leading online B2B marketplace, has introduced a service for a small and medium enterprises, which puts buyers in touch with suppliers. Called ‘Buy Leads’, it is based on a “pay per ‘seen’ lead” model, according to the company’s founder and CEO, Dinesh Agarwal.

It is a slight modification of the “pay per lead” model, with the buyer of the lead being able to see the contents of the lead before he decides to purchase it. It allows suppliers to assess buying requirements, evaluate them and move further, if they find it relevant.

The company introduced the service as a pilot last year, garnering 10,000 sign-ups in the pilot year and registering monthly billings of over Rs. 1crore. It is targeting 30,000 sign-ups in the next three year, Agarwal said.

Buyers and sourcing agents come to IndiaMART.com and post their purchase requirement free of cost. Each requirement is manually screened and followed up with the buyer post, which is listed in the ‘buy leads’ marketplace.

From this marketplace, suppliers can view the content of the purchase requirement and then decide to buy or not. Lead price start at Rs 50. Once suppliers purchase a lead, contact details of the buyer become visible.