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Tele-shopping Trends and Challenges in India

Tele-shopping first emerged in India in the 1990s by offering products through infomercials, but it was not as successful as in other countries due to factors like low TV penetration, lack of innovative offerings and promotions, and regulations prohibiting imports. While early tele-shopping companies struggled, the business is expected to expand in the future as technology enables more convenient at-home shopping and Indians' lifestyles become more time-pressed.

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Kiran Wlc
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84 views7 pages

Tele-shopping Trends and Challenges in India

Tele-shopping first emerged in India in the 1990s by offering products through infomercials, but it was not as successful as in other countries due to factors like low TV penetration, lack of innovative offerings and promotions, and regulations prohibiting imports. While early tele-shopping companies struggled, the business is expected to expand in the future as technology enables more convenient at-home shopping and Indians' lifestyles become more time-pressed.

Uploaded by

Kiran Wlc
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

THE TELE-SHOPPING

BUSINESS IN INDIA

PRESENTED BY:
KIRANJOT KAUR
HISTORY:
• This concept of infomercials came into
1990’s.
• Offering miraculous products.
• In the mid of 1990’s, it started gaining
popularity.
• In 1995 ZEE entered into market with TSN
and ASK.
WHY TELE-SHOPPING WAS
UNSUCESSFUL:
• It was not as successful in other parts of the
world as it was in the US.
• Low penetration of television,
• Lack of innovative offerings,
• Poor promotion and advertisement
techniques,
• Lack of awareness among the customers.
• The 'feel-and-touch' factor.
• Indian laws prohibited customers to import
products.
STRATEGIES :
• Michael E. Porter’s Five Forces Model.

• Rivalry among competitive firms


• Potential entry of new competitors
• Potential development of substitute products
• Bargaining power of suppliers
• Bargaining power of consumers
PRODUCTS AND SERVICES:
• Dee’s Home Shopping (Dee’s)
Tie-ups with well-known manufacturers, such as Hindustan
Lever, Cadbury’s, Bata and Britannia for telecasting.
• Tele-shopping Network (TSN)
The TSN-Kotak Mahindra Financial Shoppe was
conceptualized as a one-stop finance shop to be marketed
on the TSN network.
• United Tele-shopping (UTS)
Its target was the middle/upper middle class housewives
across the country.
• Asian Sky Shop (ASS)
Tele-brands and ASK opened special retail outlets in all
major metros and semi-metros.
TELE-SHOPPING IN
COMING YEARS:
• As more and more segments of Indian
consumers redefine their shopping
convenience and as technology enables
quicker adaptation to consumer’s shopping
behavior, as in the advanced countries,
Tele-shopping is bound to expand in India.
As the consumers in the country become
more and more time-pressured, they would
demand access to shopping from home.
• THANK YOU

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