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Bangalore, Nov 20 HomeShop18, the country’s first home shopping channel scheduled to be launched in February/March ’08, will offer 360 degree services to the home shopper comprising cable and satellite TV, an e-commerce portal and a direct marketing division.

The 24-hour channel is targeting the 110-million cable and satellite networked households from 2,000 cities across the country that could throw up close to 500 million customers.

Over 7,000 SKUs across 21 product categories have already been signed up to be marketed on the channel.

Mr Sundeep Malhotra, CEO, TV18 Home Shopping Network Pvt Ltd, said that the channel would ultimately have about 2.5 lakh SKUs, including books, music, consumer electronic goods, FMCG and services from the travel, insurance and home improvement industry.

Focus on credibility

Though globally channels are well-accepted as shopping mediums, the concept is yet to gain credibility in the country, Mr Malhotra said, adding that the HomeShop18 is focussing on credibility building among customers.

HomeShop18 would offer established brands marketed through entertaining and informative content delivered by anchors who are experts in their respective areas.

HomeShop18 is also setting up a call centre.

The channel is promising a vendor-to-door delivery in seven days.

On the customer profile for the channel, Mr Malhotra said that the consumers from Tier 1 cities would shop through the channel for the convenience factor and shoppers from Tier II and III towns would look at value and accessibility of brands that the channel would offer.

(This article was published in the Business Line print edition dated November 21, 2007)
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