The idiot box has given birth to yet another idea in the form of ‘home shopping’; but with the Indian psyche of touch & feel shopping ruling big, the test is getting tougher

The current home shopping channels have at least been successful at changing the perception around home shopping from sauna belts and Hanuman Kavachs to bon-ton brands and highly-regarded services and warranties. However, this medium is still primitive and it’ll take some time for it to mature amongst the sceptic Indian consumers. “As the business begins to find its feet, STAR CJ Alive is confident that brand owners will see the relevance and significance of this new channel and embrace it with enthusiasm” says a confident Joshi. That might happen surely – but as we said earlier, not in the near future.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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