Where would e-tailing be in a couple of years? How soon will the concept catch on?
BG: It is difficult to understand this e-tailing concept through a conventional medium. We are struggling to do three or four things. We are effectively trying to build or sell a concept rather than sell a product since we are creating the market for the first time. A lot of our time goes in selling the idea on the Net. All of us in our own way spend enormous amount of time trying to explain simple things to very enlightened people in very large companies. We believe in our wisdom that the first time a person is converted into a Net- shopper, it is going to be a lasting impression. There are many ways of doing it. We are trying to create the phenomenon of making a person shop with us for the first time, because we feel that it is a very special moment in his buying behaviour. The idea that came to us to make his buying simple is to build a type of currency, not only on our site, but also across other sites. And we introduced a concept called e-chips. This was a multi-pronged marketing
