An economy where content and branding is 'push-able', 'pull-able' and 'embed-able'.

Rediff.com will open its verticals and massive user base to developers, transforming itself from a popular portal to a platform on which other businesses can operate. Applications from developers will be hosted on Rediff, allowing users to do everything from flirting to browsing videos. And in the process also make it easy for developers to make money from their applications.