Will this work for BATA ? ? ?

Bata India Ltd is venturing into the direct marketing sphere with the launch of Bata Direct distribution channel. This initiative has been set up with an aim to provide branded footwear at your door step.Marcelo Villagran, managing director of Bata India Ltd, said, ''Bata Direct has been successfully adopted and implemented in other parts of the world like Columbia and Bolivia. We want to bring the same powerful concept and efficiently market quality products to consumers here in India.
"Bata Direct will commence its operations from Delhi NCR and will expand to other major Indian cities over the next few months. They have opened their first branch in Faridabad and are recruiting sales coordinators and consultants.'' This initiative will also offer men and women an opportunity to become consultants with Bata Direct. The Bata Direct system will provide its consultants with seasonal catalogues, new arrivals, world class training, and personal and professional development opportunities. Bata Direct is aimed at targeting the burgeoning direct marketing industry in India, which is slated to grow to over Rs10,000 crore by 2012, as per market reports. Over one million men and women are employed in this industry and over 300 product categories are being sold through this channel by several major brands.
Bata Direct offers a vast range of stylish and trendy footwear for men, women and children in its catalogue. On offer are some of the most popular brands such as Bata, Hush Puppies, Ambassador and Weinbrenner for men; Marie Clair, Scholl and Comfit for ladies; Power and North Star for sporty casuals; and Bubblegummers for children. How profitable would be this step to Bata ? ?. we shall wait and watch, how Bata would carry its direct marketing effort , Bata has been a market leader for many years in India but in the past few years with many foreign and Indian brands coming up, it has lost its market share to them. Would this direct marketing have the same effect of that of the psychological pricing ( Rs 999) which Bata started in India.