What are future prospects of selling products through electronic media, primarily cable & satellite TV?

There is great opportunity in the virtual retail sector. The need is to be innovative, customer oriented and value driven to see unparalleled growth. We are getting very robust sales growth in the current quarter at 64%. We are expecting to maintain our growth momentum in March Quarter as well.

Television Shopping is a new concept in India . Credibility of the medium has to be built as in the past various operators have sold suspect products through 30 minute slots on television.

As we are bringing alive the organized retail concept to millions of consumers via television, we expect more and more of them to start experimenting with the same. Once a consumer has transacted with us, the positive experience is bound to get them to come back. For example, in the October & November alone, close to 40000 customers made repeat transactions with us.

The increased confidence shown by our existing customers has helped us grow at 64% in December quarter over September quarter on a run-rate basis.

What kind of logistic support do you have in India ?

We have developed a nationwide logistics footprint that reaches to over 2000 cities across India ranging from Kanyakumari to Kashmir and from Andaman to Arunachal. So far we have delivered orders in 2086 towns in India . From an organized retail perspective no private sector player comes close to us. Our next target is to match the army CSD stores penetration.

What is your business model In India ?

Our business model is a transaction based model and not an advertisement based model (like the typical TV channels). We earn commissions on the sales we make. Being a “direct to customer” virtual retail player, we sell through TV, Web and Print, and will continue to explore new and innovative avenues to sell the products.

Can you put some light on the product delivery mechanism?

Being able to transform how India does shopping requires comprehensive logistics and IT systems. We have built an in-house robust platform that facilitates complete service delivery. Our platform is so solid that it enables Product Portfolio Management, Customer Relationship Management, Vendor Relationship Management, Logistics Management, Query Resolution Management etc. It forms the base of our value chain. Through this system we integrate our warehouse, supplier's warehouses, courier companies and our web & call centre interface in one seamless chain.

What kind of service and support do you provide to the consumers?

Our success can be attributed to our focus on the following core elements: Value, Customer Orientation and Confidence, Convenience, Variety and Innovativeness, and finally Transformation . Some of the following initiatives will tell you how we do it:

•  Large 24x7 operating call centre manned by Salesmen

•  “No questions asked” 15 days money back guarantee

•  Easy payment options like “cash on delivery” and EMI

•  Experts giving in-depth knowledge of the products

•  Strong post sales support – We even arrange pick-up from consumer residences if there is a product defect or even if the customer is not satisfied with the quality.  

What is your geographical reach in terms of product delivery?

We have developed a nationwide logistics footprint that reaches to almost 2000 cities across India ranging from Kanyakumari to Kashmir and from Andaman to Arunachal. Our penetration can be compared to some of the benchmark FMCG companies.  

Who are your target audiences?

HomeShop18 is targeted primarily at people who seek innovative products at great value. As a TV channel, we reach different demographic audiences in different time bands. For example, mornings are popular with the men in the family; women watch the channel more in the afternoon etc. HomeShop18's “anytime shopping” concept has a universal appeal which targets everyone who seeks the pleasure of convenience of armchair shopping. As a whole HomeShop18, is a perfect destination catering to the shopping needs of the entire family.

Can you put light on your association with different categories of brands?

We sell products from a variety of categories like Electronics, Mobile Phones, Home Décor, Appliances, Jewellery, Apparels, Kids & Toys, Health and Beauty etc. We have on board more than 250 brands and more than 15000 SKUs. We have transformed the way brands can get launched in India. Any company that wants to launch in India will have to bear huge expenses to build brand visibility nationally. We are the quickest and the most economically viable platform for brands to launch new products or for new brands to establish themselves in India today. This platform gives them access to close to 20 million viewers. In addition, we give a window for the brands to showcase and display their products at length. You can visit www.HomeShop18.com or watch HomeShop18 TV channel to know the brands we are associated with.

In India the concept of touch and feel is growing rapidly. In such scenario do you think that the concept of selling products through interactive electronic media will grow in India ?

The concept of “touch and feel” is nothing but consumer confidence. A company needs to understand the mindset of the Indian Consumers well, and I am sure that they will be able to beat the “touch and feel” aspect. There is only one chance with them, to get them to engage with you, as they are still indefinite about their experience. If companies can provide a good experience during the first engagement, then they can be rest assured for a loyal customer base. We have been doing it successfully through our actions and messaging, and are seeing a great response.

What is your go to market strategy in coming fiscal year?

We are very optimistic about the near future. We are looking to launch new value-driven shows. We are looking to bring in a variety of products and brands. We are looking to launch the first ever, one of a kind, 24-hour Sale in the history of India. We are looking to establish and launch a host of customer oriented programs and initiatives. There is great opportunity, the need is to be innovative, customer oriented and value driven to see unparalleled growth.