As part of its e-tailing strategy, the company has tied up with a host of e-tailers which include clicknorder.com, jaldi.com and indiaplaza.com. According to a Godrej Soaps spokesperson, the company is exploring the option of tying up with leading e-tailers in major metros across the nation. "We will be extending our services to south India too. Our aim is to tie-up with leading local e-tailers for effective e-marketing," adds the Godrej spokesperson.

At present Godrej products are available online in Delhi, Mumbai and Ahmedabad. By March 2001, the company plans to extend its online distribution services to eight major metros across the nation. "Our objective is to make our online distribution as good as our offline distribution mechanism," adds the spokesperson.

In March 2001, when the logistic infrastructure and local distribution system are in place, Godrej plans to launch an aggressive advertising campaign which will include print and television campaigns. According to the spokesperson, easy links are provided on Godrejmall.com in the `stores section' to all the e-tailers that the company has tied up with to allow the customer to choose the exact e-tailer who services the online consumer's region. The site also features a secure zone for e-tailers to transact with the company. Prior to the launch of the site, the company had tied up with ezeemart.com, ibaya.com as part of its e-initiatives.

Adds the spokesperson: "At the site, the `product section' allows consumers to easily locate the Godrej product that they want to buy from our product portfolio. Consumers can also give in their feedback about the product directly on the site. A promotions section allows consumers to get information about all the promotions and offers available on Godrej products."