Network18 to launch 24 hour home shopping channel

HomeShop18 aims to offer its customers a 24 hour virtual retail experience

News broadcast company Network18 is venturing into virtual retail with HomeShop18. HomeShop18 will be India’s first 24 hour home shopping channel, and will bring well-known brands to its viewers. The channel will be launched this month.

Sundeep Malhotra, chief executive officer, HomeShop18, says, “Homeshop18 is not another teleshopping platform. Instead, it is a venture that we are positioning as an ‘alternative distribution mechanism’. The aim is to build credibility in the market and win the trust of the Indian consumer.”

Network18 to launch 24 hour home shopping channel

Homeshop18 aims to bring credible brands to viewers through interactive electronic media, primarily using cable and satellite TV, an e-commerce portal and catalogues. Malhotra explains, “Negotiations are on with major established brands to make a wide range of products available to the consumer. To provide best quality products at reasonable prices, we are doing away with the traditional supply chain involving manufacturer, wholesaler, distributor and retailer. We are going to be the direct link between the consumer and the vendor.”

Sundeep Malhotra

But how different is Homeshop18 from existing players such as Telebrands and TVC Sky Shop Ltd, which already boasts of TVC Online, a 24 hour teleshopping channel.

“I will not even go into this sort of comparison because what we are offering our customers is a 24 hour virtual retail experience. The existing players in the market are teleshopping platforms. Their product range revolves primarily around fitness equipment and astrological products. Moreover, these other players run dubbed infomercials on different channels. Homeshop18 will offer the unparalleled convenience of ‘anytime shopping’ featuring thousands of products. Our product range covers genres like fashion, lifestyle and beauty, health and fitness, home decor, consumer electronics, gifts, financial services, travel and tourism, kids’ products, toys, mobiles, etc.,” says Malhotra.

Malhotra has high expectations from the project. A pilot test run was conducted across the country to get the logistics right before the final launch.

Regarding the promotional plans for the channel, Malhotra reveals, “At our end, we are going to leverage all media – be it print, web or TV – available to us under the Network18 umbrella. But one thing is for sure, we are not shouting from the rooftops, announcing our arrival.”

To attract consumers, the retail model is offering anytime shopping coupled with easy payment options and free home delivery. To earn the buyers’ trust, Homeshop18 will allow payment after delivery of the product. To provide strong consumer support and assistance, a dedicated call centre, with supporting SMS and web services, is being put into place. The contact centre team is being given rigorous training in multiple products.

Malhotra sums up, saying, “Consumers will relish the Homeshop18 experience because it offers convenience, value, quality and attractive prices.”

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