Mjunction services steps into e-retailing

But what perhaps sets it apart for the numerous other online shopping portals is Straightline's parentage. Mjunction is a 50:50 e-commerce joint venture between Tata Steel and Steel Authority of India.

According to Viresh Oberoi, managing director, Mjunction services, "We decided to enter the B2C space to tap the fast growing e-commerce segment which is currently at a nascent stage but growing at 40% in our country. Last year the turnover from e-commerce touched Rs 2,200 crore against Rs 1,580 crore in 2007-08."

Straightline, which hopes to address buyer concerns by taking full responsibility for delivery of products, is looking at garnering a 30% marketshare in the e-commerce space. Tata group company, Driver India Enterprises Solution Ltd (Diesel), will assist in real time tracking of the consignment. It will also operate a toll free customer support centre.