The Essar group owned Mobile Store announced the launch of its online portal www.themobilestore.in in an effort to ease customer buying process and to cater to online shopping segment.

The website will host features like blog, reviews, search a handset with select features, registration, news and also latest offers available at The MobileStore.

The service in its initial phase will be introduced in 11 cities including Mumbai, Bangalore, Delhi, Chandigarh, Ludhiana, Hyderabad, Kolkata, Chennai, Cochin, Ahmedabad, Pune. Subsequently the company aims to have a pan-India coverage of the services.

The company claims that the key differentiator between the mobile store online shopping experience and other sites is that the new site offers a combination of click and mortar. “Our supply chain and backend logistics that are deployed for the stores will help us to ensure that we can offer the best range to customers at optimum shipping times. Related products are also shown to the customer during his purchase so that he can accessorize his phone”, said company CEO Rajiv Agarwal.