There are certain communities you focus on. If we reach those groups, we're basically catering to approximately 70 percent of the immigrant population globally. We reach these communities first and then add on. You want to build a global company attracting Indian immigrants worldwide. The main thing about this company is that we want to customize things by geography and by ethnicity.
Ethnicity is easy.
You communicate to these groups through the food they eat, the clothes they wear, the language they speak, all of which are different. By geography, meaning that a Malayalam person in the valley does not affiliate with the same theater, movies, books that happen in New York, or India or London. You have to customize by community and geography. That's why we want to build global partnerships.