Well, if ServiceMix is running as a web application, you should be able to access the web console at the web application's context root (something like http://localhost:7001/servicemix-web) . This will allow you to upload/deploy you JBI artifacts.
Thanks for your reply. I solved the issue. My mistake was to use the servicemix-web application supplied as part of the installation. That version, has only limited functionality and does not include the logic for the console. After I downloaded a different version of this project and fixed couple of bugs it worked fine.
Now I am looking for a URL to assemblies deployed to ESB runnging as WebApplication. If you have an answer to this, please let me know.