9XM ventures into e-commerce

By Nisha Menon , afaqs!, Mumbai | In Digital | February 16, 2012
The Bollywood music channel has launched, which, along with channel merchandise, will also feature items from other vendors.

Bollywood music channel 9X Music has ventured into the e-commerce space with the launch of The website, which is now live, has an array of products, including merchandise from three channels of the group - 9XM, 9X Tashan (a Punjabi music channel) and 9X Jhakaas (Marathi music channel).

Punit Pandey

Vibha Gosher

The portal currently has merchandise catering to all age groups. Consumers have an array of products to choose from, ranging from 9XM merchandise like T-shirts, bags, clocks, stationery and accessories to crockery items such as coffee mugs, dinner plates and soup bowls. The website also features other items like flip flops, bags and table twisters. The music group has tied up with smaller vendors to source products.

Commenting on the launch of the site, Punit Pandey, senior vice-president and business head, 9XMedia, says, "Our characters are extremely popular and have been the differentiator for our channel. An e-commerce venture such as ensures that we reach our target audience who consume our music by bringing these characters to life out of the television sets."

The site currently has 30 odd designers featuring its products. The channel is in talks with other brands and retail outfits to increase the product portfolio.

Citing rapid growth in the e-commerce sector, Vibha Gosher, vice-president, digital, 9XMedia, says, "We have the largest family of animated characters who represent our channels. These characters are extendable and that is the reason for launching this portal."

Presently customers can buy the products online through credit and debit cards. Asserting that online security is no longer keeping people away from e-commerce, Gosher says, "People's perception about online transactions is changing. A few years ago, they were wary of online payments but not anymore."

It may be recalled that 9XM recently launched an online and mobile Bollywood music store,, in association with Hungama Digital. The music store provides music lovers an opportunity to sample, select and download full length Bollywood music tracks, movie trailers and other original videos from a comprehensive catalogue of over 1,00,000 songs across various genres.

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