Set up with an initial investment of around Rs 3 crore funded by the promoters, the site is looking at venture capital funds of around Rs 10 crore, required to set base in 23 cities across the country, said Mr KN Ravi Shankar, CEO of durableshop.com. The company is planning to have its own godowns in all the cities it will operate in and will also be directly responsible for delivery of goods.

Apart from sale of a range of consumer durables, from kitchen appliances like toasters to electronic goods like televisions and gadgets like cameras, with a 1000 products of various brands and models, the company will also organise exchange of products and after-sales service, even post-warranty.The site has some interesting features like `duracash' i.e multi-level marketing, whereby its customers will benefit if the people recommended by them buy products through it. It also offers a comprehensive buyer's guide to educate the customers about features to look for while buying a product, which product will be suitable to their needs, exhaustive product comparison on various parameters like price, model, features etc.

The online shop has features like `offer of the week' and `home bundle' with large discounts, over and above the six to eight per cent standard discounts it offers on all the products sold on it. It allows multiple payment options, including cash, cheque, credit card and even has a choice of finance schemes for instant loans. The company is tying-up with Citibank for an online payment gateway, which will be operational in a month's time, according to Mr Shankar. The products purchased from the site will be delivered within 48 hours of ordering, he said.

The site expects to break even within three years and reach a turnover of around Rs 300 crore by then, with about Rs 38 crore in the first year of operations. Sales commission would be its main source of revenue.