Explains Mr G B S Bindra, president & CEO, Firstandsecond.com,``We are basically fulfilling a consumer need as we have been constantly getting enquiries for a particular kind of book.''

Other innovations being planned include: language stores targeting NRIs, a kids section and a toll-free number to widen its reach. The language stores will house language titles, beginning with Bengali, Tamil, Marathi and Gujarati, as these sections of NRIs are ``very passionate about their literature. There are hardly any takers for Hindi literature titles or even Punjabi, despite the predominance of Punjabi NRIs,'' says Mr Bindra.

The kids section, likely to be introduced next month with a 50 per cent discount promotional offer, will have books for 5-year-olds and above.

Through its Book-Line Firstandsecond initiative, a toll-free number will make buying books on the Net even easier. All orders taken on the phone will be attended to by executives who will put the request in order placement process. They will also function as advisors to customers.

The virtual bookstore that boasts of over a million titles, also plans to extend its operations to South Asian countries next year, after its second round of funding of USD 5 million comes through. It intends to use this funding to upgrade its technology and infrastructure and develop new markets. Countries being targeted include Sri Lanka, Indonesia, Thailand, Malaysia and the Philippines. The venture will begin with the marketing of local language titles, to gain acceptability.

Firstandsecond.com has sold over 46,000 books online since ts launch in May 2000, which translates into a sales revenue of Rs 1.94 crore. It has a network of 250 cheque collection points across the country and 300 campus associates to act as the portal's representatives among the student community. It has extended its distribution network from 26 to 40 cities .