Godrej Soaps, which has evinced a keen interest in undertaking e-commerce initiatives, kick-started the same last month through a tie-up with indiSHOP.According to a Godrej Soaps spokesperson, the company is in talks with a number of e-grocers to sell its consumer products on the Net. ``Godrej's consumer products have received a good response on indiSHOP with a number of repurchases taking place and we believe that the future here is bright,'' said the spokesperson, who did not wish to reveal the numbers.

Ezeemart.com, promoted specifically for fast-moving consumer goods (FMCG), is being shortly launched in Mumbai and Ahmedabad. The portal will be selling a whole range of FMCG products from leading players such as Hindustan Lever (HLL), Cadbury India, Henkel and Godrej Soaps.

``We are targeting the housewife in particular by offering a range of 2,500 products through ezeemart. To start with the portal is being launched in Mumbai and Ahmedabad. Eventually, ezeemart will take to eight major cities which include Delhi, Bangalore, Pune, Calcutta, Chennai and Hyderabad,'' said ezeemart.com director Rahul H Bajaj, who is the promoter.

Ezeemart.com has also entered into an exclusive tie-up with Funskool to sell the latter's brand of toys. As per the agreement, while ezeemart will cater exclusively to Funskool, the toy maker will not hire another e-tailer in Mumbai and Ahmedabad.

``We have roped in company distributors, present at a distance of every 2-3 km, to take care of the logistics. Our revenue stream will come from the margins which is expected to be in the range of 12.5 per cent and 13 per cent,'' said Bajaj.

To mark the launch of ezeemart.com, an advertising campaign will be unleashed to promote the site. The modes of advertising encompass hoardings, pamphlets, buses and even local trains.

Among other FMCG companies, HLL is expected to announce major Net-initiatives during the year. The multinational has to its advantage both reach and a diverse range of product portfolio.

In addition to the B2C programme, Godrej Soaps also plans to initiate its business to business (B2B) initiative to connect its distributors and C&F agents before it can link up the vendors.