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Shop CJ launches Telugu home shopping channel
MUMBAI: TV home shopping network Shop CJ Network has forayed into the Southern regional market with the launch of a dedicated Telugu home shopping channel, Shop CJ Telugu.
The channel, with original programming in Telugu, is available across all major cable TV platforms in Andhra Pradesh and Telangana and will be soon available on direct to home (DTH) platform Sun Direct. The Telugu channel was launched on Wednesday by actress Tamanna.
Shop CJ Network CEO Kenny Shin said, “The home shopping industry is growing rapidly and similar trend is witnessed in Telangana and Andhra Pradesh market. With the launch of 24×7 Telugu home shopping channel we have begun the process of introducing region-specific niche channels.”
Shin added that the Telugu channel will not only enhance its customer base but also offer a platform for regional brands to expand their penetration. “We aim to offer new innovative product categories and change the entire home shopping experience.”
The company is targeting a gross revenue of Rs 250 crore (Rs 2.5 billion) from Telangana and Andhra Pradesh markets by the next fiscal. “Shop CJ’s channel launch in Andhra Pradesh and Telangana will strengthen its presence in India. We are expecting to generate Rs 250 crore revenue from Andhra Pradesh and Telangana alone by the next fiscal year,” Shop CJ Network CFO N Ramakrishnan said.
Shop CJ Network COO Dhruva Chandrie added, “Shop CJ Telugu will offer an array of products that are well researched to match local preferences. Our customisation strategy is built on the principle of offering consumers exactly what they want with full comfort and quality assurance. Communicating through the local language will help Shop CJ to consolidate in Telangana and Andhra Pradesh.”
Shop CJ is expected to cross Rs 1200 crore (Rs 12 billion) turnover this year recording a 40 per cent growth over its sales of Rs 850 crore (Rs 8.5 billion) last fiscal. Home shopping on television scores over internet-based shopping because of its ability to demonstrate the products’ performance.
Shop CJ features brands including Electrolux, iBall, Prestige Cookware, Sansui, Intex, Reebok, Maharaja Kitchenware, Sia Jewellery, and Canon.
The home shopping channel was earlier known as Star CJ. It was rebranded following a change in ownership, which saw Star India selling its 50 per cent stake in the company to Providence Equity for $63 million. CJ O Shopping of South Korea owns the remaining 50 per cent in the company.
Shop CJ claims that it is among the leaders in the TV home shopping market reaching over 6.5 crore (65 million) households in India and currently caters to about 40 per cent of the market.