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Shopping from the catalogue

Feroze Gujral

Here comes an option for shoppers willing to buy things from catalogues without going to the shops. Launched by Elvy Lifestyle in New Delhi, this easy shopping option has as many as 250 products from 12 countries ranging between Rs.99 and 20,000. Inaugurated by model Feroze Gujral the other day, the catalogue has products ranging from kitchen ware, bath, bedding, office and bar accessories, games and décor items, etc.

Lovy Khosla, Managing Director, Elvy Lifestyle, says, the company will bring out two catalogues every year, one offering spring-summer collection and the other with autumn-winter collection. Khoslasays the aim is to reach the great Indian middle class consumers and to achieve it, Elvy has an aggressive marketing and distribution plan. Besides the shopping catalogue, he says, the company is also trying to tie up with credit card providers and airlines. "Even touch-and-feel shops and Internet Mall is being planned," he adds.

Though in the West, the concept of easy shopping through catalogues have picked up well, in India, it is not yet a very successful concept. But Khosla says his company has done an exhaustive research keeping in mind urban population's living style.

The company takes orders by phone, e-mail, fax and post and the price includes VAT and service tax. In case a product is disliked the consumer is free to return the item and get the full refund of merchandise within two days of receiving the product.

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