This will help the company in building a competitive edge in the market. The current plan involves setting up these facilities in six metro cities. Later, these will percolate to the smaller metros also. The company would set up around 15 outlets and even target parlours for opening up such kiosks.

The interactive kiosk is essentially a built-in computer with an interactive multimedia programme. The endeavour is to constantly identify new ways of providing solutions for skin care concerns of women. This is the first time that an attempt has been made to use technology for marketing communication to contact the consumer directly at the retail level.

The four avenues of communication with the customer are: the world wide web (the Internet), a telephonehelpline and write-in services for those who do not have access to the internet or the telephone, in addition to the consumer interactive centre. "The aim of the institute is counselling and guiding the consumer world over and enable them to gain easy access to the institute," said Pond's (India) Ltd marketing manager Shrijeet Mishra.