Don't scoff the next time you see a television infomercial (commercials that can run as long as a typical soap) extolling the virtues of a magic belt that makes a claim of permanent weight reduction without you having to lift a finger. Such claims may border on the spurious, yet it spells big business for teleshopping networks globally.
In the US itself, home shopping is a $40-billion industry. In India, the industry is still young, with a clutch of companies like TeleBrands, Tele Shopping Network and Asian Sky Shop doing their bit.
Sundeep Malhotra, CEO, HomeShop18, claims this is the first company in the country that can service 2,000 Indian cities and has roped in multiple logistics companies for deliveries across the country. To approach the customers directly through brochures and catalogues, HomeShop18 has tied up with banks, airline companies and telecom operators for their customers. HomeShop18 expects the infomercials to pull most of the crowd and the channel will also serve as a platform for launching products and services.
HomeShop 18 will offer some 35 product categories, and domestic and international brands such as Philips, Nike, Tanishq and Kaya. Malhotra says the company will retail only branded items and services and not 'magical' products like sauna belts. So, don't expect to lose weight by just watching the channel (and wearing that belt).
