AS extreme birthday celebrations go, Oberoi Consulting is riding high with the best of them.
Rather than mark its 10-year anniversary with balloons and cake, owner Kavita Oberoi has instead decided to give away £100,000 of services.
Sceptics will call it a PR ploy, but the successful Derby entrepreneur insists she simply wants to "give something back" to he clients.
There's one catch – those the IT company serves must spend cash first to benefit from the offer.
Mrs Oberoi, who set up the Pride Park firm in 2001, explained: "We will match whatever a client spends. If a client spends £1,000 on our services, we will give them another £1,000 to invest further in our business.
"It's a good way of celebrating our tenth anniversary because it's going to benefit all.
"We've done very well over the past decade and I believe a lot that if you give something back, your customers will keep coming back to you in the long-term."
Oberoi Consulting – which provides IT services to the healthcare sector – was built up from scratch by Mrs Oberoi.
Since its beginnings, the company has helped over 5,000 GP practices to become more efficient via a range of services such as data auditing.
Other clients include primary care trusts, the NHS's new Clinical Commissioning Groups, pharmacy chains and the pharmaceutical industry.
Having built the company into a multi-million-pound business, her achievements led to an appearance on Channel 4's Secret Millionaire programme in 2008.
A year later, she was named among Britain's 100 most entrepreneurial women.
In January 2010, she became co-owner of global security company Octavian and today – with various other business interests – she is considered to be one of Derby's most successful and renowned entrepreneurs.
Mrs Oberoi said spending cuts in the NHS had partially prompted her to give away £100,000 of services.
However, she denied the cuts had led to a decline in business for her firm.
She said: "Touch wood, this year, at the moment, we've had one of our best years ever. It's been down to us focusing on providing a new range of services that meet the market place.
"Clinical audit is the core of our business but this is complemented by our increasing portfolio of services driven by changes in the NHS."
Mrs Oberoi said that clients would be able to take advantage of the offer from next month and that the promotion would operate on a first-come, first-served basis.
She said: "There's no deadline on the offer. It will run until the £100,000 pot is empty."