Presented By SOURAV ROY

ROLL NO:321SM1042
DEPARTMENT OF MBA
NIT ROURKELA
 Contents
• Founder • Current Situation
• When started • Channel partner
• How started • SWOT Analysis
• Strategies • Financial highlights
• Mission and vision • References
FOUNDER
Sundeep Malhotra, Founder and
CEO of HomeShop18.
He was at the helm for nine years,
during which he turned
HomeShop18 into a multi-screen
digital commerce platform,
accessible to customers across TV,
Web, and Mobile devices on a pan-
India basis.
Foundation Date & Investors
• Launched: 9 April 2008; 13 years ago

• HomeShop18 is an Indian online and on-air shopping channel.

Previously, it was owned by the Network 18 Group division of
Reliance Industries.
• GS Home Shopping of Korea, the third largest and dominant home
shopping company in e-commerce market, has a 1.89% stake in the
company. Skyblue Buildwell Pvt. Ltd. has the controlling stake of 16%.
How Homeshop 18 Started
The HomeShop18 television channel was launched on 9 April 2008. The
television network can be currently seen on cable, satellite and some
terrestrial channels in India.
• It also became the country’s first ever 24/7 home shopping channel to be
available on DD Free Dish reach, a free-to-air direct-to-home (DTH)
broadcasting platform of Prasar Bharati.
• Homeshop18 official website www.homeshop18.in was also launched on 9
April, 2008.
• Homeshop18 android and ios application was launched on 7 march,
2013.The app comes with a Live TV streaming function and an inbuilt QR
code scanner.
E-shopping : The Front !

COMPUTER MOBILE

But What’s Behind?

TELEVISION
Peek into the chain
 Misson
To drive India’s most comprehensive virtual business that helps
customers make informed choices and extract best value for money.
HomeShop18 operates in a multimedia environment including
television, web, catalogue and print to reach high quality products and
services directly to customers across the country.
• It aims to provide superlative quality and exceptional value from the
stage of product selection, to placing the order & all the way to the
final delivery to the customer.
 Current Situation
• The three biggest selling product categories on the channel are consumer
electronics, home appliances and jewellery. For promotions, the channel
plans to start radio spots to increase the sales.
• HomeShop18 sells about 15,000 products across 15 product categories.
Now, the channel doesn’t want to restrict itself with just products. It plans
to delve into services. Very soon, HomeShop18 will sell insurance and
holiday packages on television.
• The channel presently delivers the products to 2,300 small and big towns
in the country. It is working towards expanding its reach and distribution
target from 4.5 million households to 40 million households by the year
end.
 PARTNERS
• The channel successfully turned the brands towards itself. Today, it
partners 300 known brands, which include respected ones such as
Samsung, Canon, Nikon, IFB, Philips, Motorola, Apple, Kaya, Godrej,
Tanishq and Jagdamba Pearls.
• Not only did the channel manage to change the credibility of this
domain by bringing respectable brands under its umbrella, it has also
managed to do some real business. According to the company officials,
HomeShop18 receives about 20,000 calls every day, out of which 35 per
cent get converted to sales. To put things into perspective, every 20
second, a purchase order is placed. Interestingly, about 60 per cent of
the shoppers at HomeShop18 are men.
 STRENGTHS
• 24 Hours shopping available.

• In Every 6 Seconds a new customer.

• 2 million customer base

• Big Brands Plays – Nokia, Samsung, Levis, Dell, Apple etc

• Cash on Delivery

• Distribution structure with wide range

 WEAKNESS
 
• India has 6500 cities/towns, but courier goes only to 3000.
 
• There are 10+ companies in DTH, and we are supported
 
with only 3 companies (Big TV. Airtel, Dish TV)
 
• Rural Market is not the focus area.
 
• The approach of channel is not too much on cable.
 
• Long delivery time, in camparision from competitors. 
 OPPORTUNITIES
• It can also open mobile stores in market, which can also help us in
reducing the delivery time.
 
• It can give shows on more TV channels.
 
• Use different medium of Selling Product like Radio Show and mobile,
TV show, should not only the medium.

• Market and Brand Growth with increased penetration in rural market.

  
• Increasing income level of the middle class.
THREATS
• So many Competitors have arrived.
 
• Aggressive Price competition from local &
multinational Players like – hotspot, mobile shop.
 
• Increase consumer spends on Education, food,
travelling not on consumer durables.
 Key statistics of Homeshop18 business
 
• 51% of the business comes from TV channel ; Internet constitutes only15%

• 35% of buyers are from the metros; 65% Tier II and Tier III cities

• 60% of buyers are males ; 40% females

• 2750 Brands; 20,000 SKUs (Stock keeping units)

• 2 Million Customers

• 18% are repeat customers.

• New transaction every 06 seconds.

• Run-rate of Rs. 1 Crore a day.

 References
• https://en.wikipedia.org/wiki/Home_Shop_18
• (https://www.google.com/amp/s/www.firstpost.com/tech/news-
analysis/homeshop18-launches-app-for-ios-and-android-
3621245.html/amp)
• Essay Sauce, About a shop. Available from:<
https://www.essaysauce.com/free-essays/management/about-home-
shop.php > [Accessed 05.10.21].
• www.scribd.com