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Market Size (2023)
Fastest Growing Segment
India Teleshopping Market is witnessing
a significant rise, thanks to the increasing shift among consumers to online
platforms, rise in television viewership, and a surge in internet penetration. Furthermore,
the emphasis on customer engagement, and product diversification in
teleshopping channels is significantly contributing to the India teleshopping
India Teleshopping Market Scope
Teleshopping, also known as direct
response television (DRTV) shopping or television shopping, is a form of
shopping where consumers can purchase products directly from a television
program or channel. It typically involves a presenter or host promoting and
demonstrating various products on air, while viewers can make purchases by calling
a phone number or sending a text message. The products are usually marketed at
a discounted price and may include a wide range of items, such as home
appliances, beauty products, jewelry, and fashion items. Additionally, products
occasionally include special gifts and offers that can benefit the customer.
Through these marketing channels, retailers avoid spending money on traditional
marketing, and witnessed an increase in sales, which gives them the ability to
continue offering ideal savings to customers through the channel.
Infomercials are long-form
commercials that provide detailed information about a product or service. They
are typically 30 minutes or longer and are designed to educate viewers about
the features and benefits of the product. Infomercials may air on any
television channel, including news channels, movie channels, and general
entertainment channels. On the other hand, dedicated
teleshopping channels are channels that are specifically dedicated to selling
products and services. These channels typically air 24/7 and feature a wide
range of products, from clothing and jewelry to home appliances and health and
beauty products. Unlike infomercials, dedicated teleshopping channels are not
interrupted by other programs and are solely focused on selling products. They
often feature live demonstrations of products and offer special deals and
promotions and encourage viewers to buy from them.
India Teleshopping Market Overview
The teleshopping market in
India refers to the sale of products through television commercials or
infomercials that allow consumers to purchase products from the comfort of
their homes. One of the key advantages of teleshopping is that it allows
consumers to see products in action before making a purchase, which can help
build trust and confidence of consumers in the product.
The market has seen
significant growth in recent years, driven by various factors, such as
increasing internet and television penetration, rising disposable income of
middle-class population, and growing demand for convenience and time-saving
shopping options among consumers.
Teleshopping is a popular
form of shopping in India, where it has a large and growing market. The
market is dominated by a few major players, such as HomeShop18, Naaptol, and
Shop CJ, who offer a wide range of products, including electronics, clothing,
jewelry, and home appliances. However, there are also several smaller players
operating in niche segments, such as health and wellness, beauty, and kitchen
typically air for several hours a day, displaying products ranging from kitchen
gadgets and beauty products to home appliances and fashion accessories. These
channels often use a variety of marketing tactics, such as celebrity
endorsements, demonstrations, and limited time offers, to encourage viewers to
make a purchase.
India Teleshopping Market Drivers
In the recent years, the
Indian teleshopping market has grown steadily. The increasing availability of
television and internet has led to greater access to teleshopping channels and
online stores. Broadcast Audience Research Council (BARC) statistics indicates
that India had around 210 million television households in 2021, which is an
increase of 6.9% from 197 million in 2018. Rural India has more TV
owners than urban India, even though the number of urban television homes went
up by 4% between 2018 and 2020, that is, from 87.8 million to 91 million. However,
around 90 million households are still without televisions, which presents a
big market opportunity for television manufacturers. Thus, with the rising
demand of television, the teleshopping market is expected to rise at an
attractive CAGR in India over the next few years.
The convenience of shopping
from home attracts consumers toward teleshopping. It saves time and effort,
which is especially important for busy urban consumers. Teleshopping companies
often offer lucrative deals and discounts to customers as well. All these
factors aid the India teleshopping market in registering significant growth.
India Teleshopping Market Trends
With the rapid growth of
e-commerce, many teleshopping companies in India are shifting their focus to
online platforms. The increasing adoption of smartphones and the growing
popularity of online shopping are driving this trend. Many teleshopping
companies have started their e-commerce websites and apps to stay competitive
in the market. Teleshopping companies are expanding
their product portfolios to include more diverse and innovative products,
including personal care, fitness, and home appliances. They are also
collaborating with established brands to offer a wider range of products.
To cater to the vast Indian
population that speaks various regional languages, teleshopping companies have
started to offer products and services in regional languages, including Hindi,
Tamil, Telugu, and Bengali. Thus, expansion of product categories is likely to
boost the market during the forecast period.
India Teleshopping Market Challenges
The rapid growth of
e-commerce in India has created intense competition for teleshopping players.
E-commerce companies offer similar products and services, and often at lower
prices, which can make it difficult for teleshopping companies to gain a
foothold. Indian teleshopping companies face risks related to payment and
fraud, particularly when selling products online. They need to have robust
security measures in place to protect against these risks.
One of the biggest challenges
that teleshopping companies face in India is the lack of trust among consumers.
Many people are skeptical about the quality of products being sold through
television and are concerned about being cheated or scammed. Moreover, these companies
face logistical challenges when delivering products to customers, particularly
in rural areas. This can result in delays and other delivery issues, which can
affect customer satisfaction.
Market Recent Developments
Teleshopping companies in
India can expand their product categories beyond the traditional areas of home
appliances, jewelry, and fashion items. They can offer a wider range of
products, including health and wellness products, organic foods, and beauty and
personal care products. Thus, with the expansion of the teleshopping market in
India, there is an opportunity for companies to target niche markets and offer
specialized products and services.
As Indian consumers become
more discerning, there is a growing demand for high-quality products that offer
good value for money. Teleshopping companies can capitalize on this trend by
offering a range of quality products that meet customer needs. Many
teleshopping companies in India are now integrating their businesses with
e-commerce platforms, allowing them to reach customers online and offer a wider
range of products. This integration can also help them to improve their
delivery logistics and expand their reach and, thus, creating opportunities for
India teleshopping market players.