The Teleshopping Business in India

"The basic concept of telemarketing is that you should be offering what is not available in the retail market. Why would anybody buy from us, if we were offering what is available in the traditional marketplace? We have to keep coming out with exclusive products practically every second month or so."

- Mahesh Panna, Country Manager, Telebrands, in September 2002.

Offering 'Miraculous' Products!

"Interested in reducing that 'extra flab' on your body in a matter of hours? Would you like to grow hair on that balding pate of yours in just a few days? All you need to do is watch the television (TV) and order the 'miraculous' products being advertised through the phone." Welcome to the world of teleshopping networks, a phenomenon that had become a part of the lives of Indian TV viewers by early 2000. Day in and day out, customers were swamped with images of models showing off their 'fabulous flat abdomens,' 'blemish-free skins,' selling disease-curing teas, wondrous kitchen and household equipment, on almost every TV channel.

Though teleshopping networks became operational in the mid-1990s in the country, their presence was never felt as strongly as it was during the early 21^st century. A majority of these infomercials¹ were dubbed versions of English (or other foreign languages).

Many consumers found it extremely amusing to see foreigners mouthing chaste Hindi (and other regional Indian languages) while advertising these products. However, it was the nature of the products being offered by these networks that attracted the maximum attention. Most of the infomercials featured products that claimed to provide miraculous results. There were products, which could help one reduce weight and get into shape without exercise or dieting.

There were other products that promised to make people give-up smoking and improve body posture. The range of products included creams, potions, solutions, toys etc. Analysts questioned the reliability of such personal care products that claimed to beautify and tone up the body in a matter of days.

The Teleshopping Business in India - Next Page >>>

1] Infomercials are commercials (advertisements) that are intended to provide information about the product/service
being advertised, in greater detail than the conventional advertisements. They are educational in nature, range from
a few minutes to half-hour in length and are shown as part of the regular programming on TV channels.

Case Details

Case Code : MKTG036
Themes: Marketing Mix
Case Length : 12 Pages
Period : 1990-2002
Organization : Varied
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Media and Advertising

Free Case Studies

Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>

Micro Case Studies

Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>

Free Resources

Micro Case Studies
Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>

Case Studies and Management Resources

Asia's Most Popular Collection of Management Case Studies