Home shopping, a habit-changing concept for Indian consumer
‘Home shopping’ via a television channel is not an entirely new medium for the Indian audience. For long, viewers in India have watched Asian Sky Shop aired on different channels. However, what is new, and catching early eyeballs, is the concept of a 24-hour channel wholly dedicated to home shopping.
First on the block is HomeShop18, a Network 18 venture, launched in April this year. Growing at 30 per cent month on month, the company is targeting to achieve ‘a run-rate breakeven’ in the first year of its launch. With more channels looking to grab a share in this market, one can expect to see more action in this space over the next 12 months — a clear indication of the growing retail space in India.
“Home shopping is a habit-changing concept for the Indian consumer,” says Sundeep Malhotra, CEO, HomeShop18 in an interview with Brand Line. “Retail trends are changing drastically. However, for e-commerce to evolve in the consumer retail space, consumers at large have to be aware of the benefits of the medium.”