Both, eindia.com and Fabmart expect this alliance to work synergistically for the two web companies and help them build marketshare in the fast growing B2C E-commerce space.

Visitors to the eindia.com India shopping page will be led to Fabmart, where they can carry out their transactions and address all customer service queries. The alliance will extend Fabmart's reach to eindia.com's target audience-the global Indian. Fabmart will supplement eindia.com's e-commerce offerings with over 8,000 albums in the music store and 3,000 titles available at the e-store.

Besides the regular listings there will be customer loyalty building schemes such as on-going competitions, new releases, festivals and discounts on select items posted. The jointly branded shopping page is to be automatically updated using ''active server pages'' (asp).

The revenue generated from this arrangement will be shared between the two parties, according to a company release.