Snapdeal Launches TV Home Shopping Network to Tap the Non-Connected Consumers


Online marketplace Snapdeal has announced a 50:50 Joint Venture with an Indian television distribution company, DEN Networks, to launch a “TV Commerce” channel ‘DEN Snapdeal TV shop’, with an aim to create a multi-nodal electronic shopping avenue for customers.

The partnership is targeted at those customers who have limited access to internet services particularly in Tier 2 and 3 cities. Snapdeal aims to take its TV shop to 100 Million households across India over the next 12 months.

The channel is currently available for viewers on channel number 132 on the cable network and will be extended to other cable and DTH networks in the next six months.

DEN Networks Ltd. reaches about 13 million households in the country. Snapdeal will leverage this distribution network of DEN to provide customers an access to the an assortment of products across Home, Lifestyle and Electronics categories.

This TV-shop was launched as a pilot in September last year and has seen with a growth rate of 200 percent month-on-month since inception. This will directly compete with Star CJ and HomeShop18’s TV shop, considering Snapdeal had already started reaching out to these non-connected consumers via the sponsorship of the show Bigg Boss, the warm up might aide in making this venture work.

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