Why the Internet? Shrivastav explains that convenience is the key to customers when it comes to buying day-to-day products like toothpaste, detergents and cleaners. ``These are not the kind of products that a person will dress up to buy. The Internet provides an extremely convenient medium for making such purchases,'' he says.

Intercorp adopted the Internet medium ``because the Rs 168-crore IEPCL group, of which we are a part, was already into the telecom sector. IEPCL is into designing, project engineering services and basiccommunication in the telecom sector. Knowledge and experience in the telecom sector helped us in assessing the true potential of the Internet as a medium for sales and marketing,'' he adds.

Shrivastav himself is advisor to Deutsche Telecom. The product range of Intercorp was also decided on the basis of IEPCL's strengths in various business fields. ``The consumer products of Intercorp are developed out of the by-products and derivatives of the chemical plants run by the group in different parts of the country,'' he informs.

``Once we knew we had the production capability and the information technology, we decided on how to make the products available to the customers. The Internet was the most logical medium,'' says Shrivastav.Of course, Intercorp decided on its particular product range on the basis of an extensive market research conducted in the major metros in India. ``We short-listed the products on the basis of what consumers were missing as of today. We were targeting info-tech savvy, upwardlymobile people,'' he says.``Having good products was one part of the story. Equally important was the need for proper infrastructural support with a good distribution network and a competent team to support the activities,'' he adds.

``Most FMCG companies invest heavily on retailing networking. We did not want to replicate this. Our objective was to provide convenience to our customers at affordable prices. We also decided to do away with delivery charges. As a result, we are providing door-step delivery of our products at MRP, or at times even lower than that,'' he says.

Shrivastav maintains that Intercorp's business edge lies in delighting its customers. ``That means that if a customer is not happy with a particular product, we either replace it or provide for a refund,'' he says.

``Moreover, for any purchase of over Rs 250, customers get a gold card that offers discounts at various establishments like hotels, eateries, jewellers, resorts, etc,'' he informs. Payment for the products may be made by cashon delivery (COD) or credit card.

How does the system work? Customers can place their order on Intercorp's Website. Information from the customer is then relayed electronically to the business director of the particular locality from where the order has come. The business director thereafter delivers the products to the customer at the latter's convenience.

Intercorp's services are operational in Delhi. By mid-January, the company will introduce its services in Mumbai, and thereafter in the other major metros. Business directors form the backbone of the company. Intercorp employs one business director for every 5,000 households in the city. ``We seek a long-term association with our business directors,'' says Shrivastav.The business directors get a service charge, plus surprise schemes, for their service. ``Once they join the company on a fee of Rs 2,000, they receive training in selling techniques and product details. The two-day training is followed by field exercises under the supervision of customersupport executives (CSEs). There is one CSE for every 50 business directors. The CSEs are full-time professionals with MBAs,'' the CEO says.

Most of the business directors are housewives, retired personnel and young people who want to supplement their income. ``Of course, there are some people who join us to sharpen their hard-core selling skills,'' he says.Intercorp provides several avenues for its business directors to grow in business. ``During trade fairs, winter fests, etc., we invite some BDs to work at our company stalls. They earn on the basis of the overall sales at the stall during the fair. Such partnerships help to cement the relationships between BDs and the company,'' Shrivastav says.

There are several other incentives for the business directors. ``On completion of one year with the company, we offer them a home furnishing allowance. After two years, we give them a children's education scholarship. From the fifth year onwards, we give a superannuation contribution,'' he says.

As a businessdirector with Intercorp, one can expect to earn around Rs 5,000 in the first two months. ``This usually increases to Rs 25,000 by the fifth month. Some even earn up to Rs 50,000 a month,'' Shrivastav claims.On the service quality of Intercorp, Shrivastav says that ``we integrate the price and quality of FMCG companies and the personalised services of a direct selling company.''

Distinguishing Intercorp's services from Amway International, he says, ``Why must the customer buy a disinfectant for Rs 350 when we offer it at Rs 37? Further, it is a misnomer that every Amway distributor earns Rs 40,000 a month. BDs are our fulfilment mechanism, not the ultimate goal of our company.''

``Our focus is the customer, not the distributor,'' he concludes.