TV18 Home Shopping Network and TVC Skyshop maintained their leading positions in the India homeshopping market with 35% and 13% value shares respectively in 2012. Both companies with their heavy discounting and wide range of brands established themselves as leading companies in homeshopping in India. Homeshop18, the TV18 brand of homeshopping, has its own television channel which allows consumers to shop at their leisure. The company has a link with leading direct-to-home (DTH) service providers such as Airtel and Reliance which makes it more convenient for consumers to see the product advertisements.
Homeshopping in 2012 grew by 10% compared to 2011. The growth in 2012 was slower compared to the review period CAGR of 21%. The difference in growth was due to the increasing popularity of internet retailing in 2012. Internet retailing is growing rapidly due to the large product variety available in online shopping websites followed by the confidence consumers are developing about product delivery, quality and cash back/return in case of damaged products. Homeshopping companies also started to put their product catalogue onto online websites to make their products more accessible to the masses.
The key trend which will become popular in homeshopping in 2012 will be launching a 24 hour advertisement channel in partnership with television network providers. In 2012, most of the companies advertised their products post-midnight on various channels. However, the success of HomeShop18 with the launch of its own channel will result in most of the other companies launching their television channels as well.
For more information on the India homeshopping market, please click here: India homeshopping market
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