It comes as no surprise that internet retailing is completely transforming retailing in the India. This transformation is causing enormous disruption and leaving some channels and companies in the dust.
Facing fierce competition from many angles, home shopping must be entertaining, sympathetic and personal to attract consumers. Charismatic presenters putting on a show will continue to be a key factor for survival.
Companies have opted for multi-channel strategies, with retail brands such as HomeShop18, for example, having adopted a multi-channel strategy – it operates online and via home shopping. A large proportion of consumers visit the website due to home shopping commercials, and often use the online channel as it makes it easier to place orders.
TV18 Home Shopping Network was the leading player in home shopping in India in 2018. It maintained its lead with the help of strong brand recall due to its long-standing presence in the country.
In early 2018, TV18 Home Shopping Network (HomeShop18) completed a merger with SHOP CJ Network (ShopCJ), which resulted in the creation of the largest TV home shopping network in India. The merger is expected to allow the company to improve its position in TV home shopping and compete effectively with the strong challenge from e-commerce players.
Despite the fact there are quite a few players in the channel, the competition in home shopping is primarily driven by the two leading companies, TV18 Home Shopping Network and SHOP CJ Network. Now, since these companies have merged, the competition has reduced significantly, as other players do not have a significant presence and most players focus on e-commerce rather than the home shopping channel.
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This industry report originates from Passport, our Retailing market research database.