Throughput on the StanChart-Aviance co-branded card is also significantly higher than the card-spend of around Rs 40,000 per annum on a StanChart `Gold' card.

Said StanChart's head of consumer banking (India), Harpal Duggal: "The response has been good so far... and it is a niche product".

Industry sources also pointed out that unlike quite a few other co-branded credit-cards aimed at the retail end of the market, which have flopped or received a tepid response, the StanChart-Aviance product has fared well on account of the fact the value-propo-sition and positioning were well-defined at the outset.

The StanChart-Aviance credit card is meant for the use of Aviance beauty consultants: direct sales agents for the `Aviance' international range of skin care and beauty products. Products so ordered aredelivered by Aviance at the residence of the consultant. All benefits that accrue on a StanChart `Classic' accrue on the StanChart-Aviance card.

The co-branded card was launched a over a year ago, and was part of HLL's initiative to leverage the entrepreneurial spirit of women. The co-branding addressed the need of this segment of women by providing the benefit of a credit card - allowing consultants to avail of a 45-day interest-free credit facility, and thereby, acting as a sort of working capital facility - and the convenience of tele-ordering.

The `Aviance' range has been developed at the Unilever Beauty and Skin Innovation Centre (US), and is targeted at locals and their skin-types. As on end-December'1999, Aviance Ltd had a turnover of Rs 5.81 crore and registered a loss of Rs 6.89 crore.

The unique strategy behind launching Aviance in India, even as parent Unilever does not have any direct selling arm internationally, was to evade losing out on any opportunity of growth in Indian personalproducts market. While Levers command a leadership position in the retail sales market of personal products, it did not want to lose out on any market opportunity, such as direct selling, which started off on a smaller scale a few years back, opine industry analysts. Aviance would thus guard HLL against consumers being wooed away from other multilevel marketing companies like Amway, Oriflame and Avon, which were already flexing their muscles to grab a chunk of discerning consumers.

As a next step, HLL has kicked off a B2B pilot project with the Aviance business. As part of this exercise, the beauty consultants for Aviance will be in a position to book orders, remit payments and seek advice, etc, on line.