``We will start selling our products through the Web on an experimentalbasis by March next year,'' says Godrej-GE Appliances managing director,Vijay Crishna. The company is currently in the process of locating a thirdparty logistics provider to handle product delivery. A Web transactionsystem to address crucial issues like mode of payment is also being designed.The Website will target non-residents in a big way informs Crishna.

Godrej-GE Appliances is also examining other e-commerce related issues suchas the supply chain and logistics. Says Godrej-GE's vice-president qualityand material resources, G Sunderraman: ``We are considering factors such aslogistics and the impact of e-business on the supply chain before taking theplunge.''

To that end, the company has initiated a major supply chain revamp exercisein September this year. This ongoing initiative is looking at issuespertaining to supply chain flexibility and efficiency.

``The supply chain architecture for flexibility is very different from theelements that go into an efficient supply chain. While response time toconsumer is important, it has to be achieved without significant costoverruns,'' says Sunderraman delineating a few complexities the company isgrappling with.

``The idea is to build a robust, cost effective back-end that will take onthe challenges thrown up by Web-based selling,'' Sunderraman adds. Thecompany recently went on line with an Internet site that showcases the rangeof Godrej and GE home appliances available. Accessible at www.godrejge.comthe site offers a product selector which enables consumers to personaliseproducts to meet their budget, family size, shopping and food habitrequirements etc.

The site also offers tips on appliance usage, information on serviceschemes, existing finance options and ongoing promotions.

Godrej-GE Appliances manufactures and markets a wide range of appliances inthe Indian market. The range of home appliances from the Rs 813-crorecompany includes 23 refrigerator models under then Godrej and GE brand, 12washing machine models under the Godrej SmartWash and GE brand, 11 Godrejair-conditioners, four Godrej cooking system models and the GEdehumidifier.

Although most durable companies in the Indian market are toying with theidea of e-commerce, not too many are selling on the Net currently. This onaccount of lack of proper payment infrastructure and legal guidelines foronline transactions. However nobody is denying the importance of theInternet as a potent medium to reach consumers in the years to come.

Companies like Videocon International Limited have taken small tentativesteps towards online selling, while others like Samsung India are using theNet to bolster after-sales service.