Indian conglomerate Tata Group on Friday launched an e-commerce venture called TataCLiQ.com. The website will sell several products including electronics, footwear and apparel, The Hindu reported. The company said it had developed the website over the past year-and-half for “several hundred million dollars”.

The website allows customers to order online and have their items delivered at home, or pick them up at stores themselves. This is a model Tata has called a combination of physical and digital, or ‘phygital’, which “can be a game-changer in e-commerce”, said KRS Jamwal, the company’s executive director.

The company said its focus was profit margins and unit economics, not just growing sales through discounts, Reuters reported. “We don’t want to get into discount wars; we want to serve customers with great products and build a sustainable business,” said Ashutosh Pandey, of Tata Unistore, Tata Cliq’s parent operator.