How different is HomeShop18 with respect to conventional tele-shopping channels in India?
SM: Tele-shopping is a one-product phenomenon. The model is a simple one – get one product, make its infomercial, buy airtime and the business rolls. Though the quality and claims of the products are dubious, the success of the model is born out by its continuing presence on expensive TV airtime. Home shopping is a completely different concept. We work with 400 brands and manage over 20,000 SKUs across different categories like electronics, apparel, jewellery, appliances, books, etc. We have gained consumer confidence through initiatives like “Cash on Delivery” and “No Questions Asked Money Back Guarantee”. Once consumers buy from us, then they keep coming back because of the superior experience we offer in terms of product quality and service. JS: Retailers always want to expand their reach and influence and television is fast becoming a channel for business. What are your thoughts on this? SM: Across industries, big brands, in spite of a strong distribution model can reach only limit
