NEW DELHI: Walt Disney, the entertainment group, is enhancing its e-commerce capabilities in India, arguing this channel could become a major source of revenue in the future.

Disney Consumer Products (DCP) has created a new dedicated website in the country selling 660 items from electronics and apparel to toys, via a partnership with Net Distribution Services.

"E-commerce is a key platform for developing our long term retail strategy," Roshini Bakshi, Disney's vp, consumer products, publishing and retail, India, told Afaqs.

"While the 0-14 years age group will be our core target segment, the online destination will also help DCP reach a wider target segment, including the young adults and Disney fans."

The US multinational currently has a presence in 100,000 bricks-and-mortar stores across 67 cities in India, which is an increasingly profitable outlet for the firm.

Bakshi estimated some 6m people made purchases from the internet during the past year, spending a combined 15bn rupees ($333m; €247m; £210m), and predicted sales should rise by around 30% going forward.

"Globally, in 2009, Disney's consumer products business pulled in about $29bn of retail revenue and India played a critical role in it," Bakshi said.

"India is a very important market in the growth strategy of The Walt Disney Company and as far as Disney's consumer and retail business in concerned, India is a growing market."

Data sourced from Afaqs; additional content by Warc staff