Snapdeal, now bringing shopping to the small screen


MUMBAI: Looking at the growth of e-commerce sector in India, shopping at a click of a button seems to be the favourite pastime of the millions in the country.

To make the most of it, e-retailer Snapdeal has gone a step further and formed a 50:50 joint venture with Den Networks to extend its reach to television home shopping audiences.

The entities are together setting up a TV channel, which will be used as a marketplace platform for facilitating the sale of branded and unbranded merchandise and services, including vouchers offered by third-party sellers on Snapdeal.

A source from Snapdeal says, “Snapdeal is not only trying to provide for consumers in the metros but also for people in tier II tier III cities and beyond. The current retail environment doesn’t cater to the smaller cities.”

“Digital marketing can really bring a lot of depth in our plans and communications when it comes to top few tier cities but when you really want to go deep down in community, to the next round of cities, television is a medium to choose. Digital is definitely going up and providing great reserves, but television still remains one of the primary mediums,” the source adds.

Snapdeal, which currently has over 30,000 vendors on its platform, will get direct access to millions of households in one go through this collaboration.

Based out of Delhi, Den Networks reaches an estimated 13 million households in over 200 cities across 13 states in the country.

Speaking about the reason behind its association with Den Networks, the source states, “They are the best partners for us in terms of ideation, speed of moving ahead and also the kind of household that they had, so all of that fell in place perfectly for us.”

A separate team is taking care of the channel, which will be headquartered in Delhi. The channel will have full-fledged distribution across the country in the coming six to seven months, adds the source.

After raising $12 million in its first round of funding in January 2011, the company has so far raised $340 million from PE firms. Started in February 2010 by Kunal Bahl along with Rohit Bansal, the company witnessed phenomenal growth in 2013-14, growing 600 per cent, making it one of the fastest growing e-commerce companies in India.

Snapdeal’s rival HomeShop18.com, part owned by media major Network18, has a combined reach of over 250 million consumers coming through its integrated television, internet and mobile device channels.

HomeShop18 recently filed its prospectus to raise a total of $75 million through a listing on the New York Stock Exchange including an offer for sale by some shareholders such as its CEO and parent Network18.

Latest Reads

Discovery to launch digital channels, ties up with telcos

Discovery Communications India (DCIN) is planning to disrupt the digital space with the launch of bespoke direct-to-consumer and mobile-first channels in February 2018. The new mobile-first channels will focus on four core-interest areas—military, girlist, automotive and food. The first two...

iWorld Over The Top Services
Indians binge watch Netflix faster than global average

India saw a massive rise in Netflix binge-watching this year. Here’s a flashback at the most intriguing streaming moments that defined the platform’s viewership in 2017.

iWorld Over The Top Services
Semi-urban connect helps FilterCopy attain top slot on Facebook

MUMBAI: It’s time to pour a nice cup of filter coffee because it’s no small feat to beat a giant like Buzzfeed. According to a report by Vidooly, FilterCopy page ranked top on Facebook with more than 71 million (71,128,760) views in new age entertainment category with 27.4 million (2,743,641)...

iWorld Social Media
RIL to plan IPO for Reliance Jio: Bloomberg

Reliance Industries Ltd (RIL) may launch the initial public offering (IPO) for Reliance Jio by late 2018 or early 2019 to further challenge the collective might of Airtel and the Idea-Vodafone combine, according to a Bloomberg report. Reliance Jio, which hasn’t made a profit since its official...

iWorld Telecom
Health & beauty YouTube's fastest growing vertical in 2017 for India

YouTube remains the top video entertainment hub – with over 225 million Indian smartphone users, using the app every month. India also reached not one, but two major YouTube milestone this year, with 200 channels now crossing the one million subscriber mark and three channels achieving 10 million...

iWorld Video On Demand
Regional content on ALTBalaji to constitute 15% of show hours

MUMBAI: The year 2017 has witnessed the phenomenal growth of regional languages, such as Tamil, Telugu, Malayalam, Gujarati, Marathi and Bengali, over Hindi and English. OTT players like ALTBalaji, Viu, Amazon, SonyLIV, Voot, Hotstar, Netflix, and YuppTV have taken a deep dive into offering...

iWorld Over The Top Services
Mastiii and PEN tie-up for win-win deal

Mastiii is all set to make a mark in the mobile app industry. The channel will soon expand its digital footprint via an exclusive content association with PEN India and will be available on its latest, Bollywood Times Mobile App, a one-stop destination for entertainment needs starting 9 December...

iWorld Over The Top Services
Focus shifts to online streaming for Eros

Mumbai: Production and distribution company Eros International no longer wants to be a film studio but a digital content company.

iWorld Video On Demand
Apple to acquire Shazam

Apple is making another big move this year. The Cupertino-based company is acquiring Shazam to bolster its music services. According to TechCrunch, Apple is all set to buy the popular music-recognition app in a nine-figure deal that could be valued around $401 million.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories