Teleshopping players in the country like Asian Sky Shop, Tellybrand, Shop 24 Seven and TVC believe that the industry would be growing around 20-25% annually.
Interestingly, jewellery linked to religion and astronomy seems to be the hottest selling product currently. The female-male shopper's ratio was 90:10 during the early days, but now it has come to 60:40.
However, the Indian players are far behind their foreign counterparts. US-based Tele Shopping Network boasts of $2.4 billion sales last year. Touch and feel is very important in the Indian context and hence the need for franchisee outlets.
But this increases the cost of products and also a lot of duplication and passing off happen at these outlets.
"A customer buying a motorised treadmill at Rs 30,000 would have been unheard of a decade ago," said Asian Sky Shop, CEO, Dinesh Wadiwala. Players believe that consumers are willing to make big ticket purchases even through a phone call.
Changes in consumer tastes and preferences have made players beef up their strategies. Shop 24 Seven has re-modeled its Mumbai network to Shop 24 Seven M-Plex, a 24-hour virtual multiplex.
The viewer gets a variety of programs like movies, popular songs and popular events and has the convenience of getting products at his doorstep.
Asian Sky Shop plans to provide a basket of products, competitive pricing and also look at corporate tie ups.
Broadcasters are obviously happy with the revenue from airing shopping shows, but at the same time feel that a lot more can be done.
"With unique product, good pricing and credibility, one is bound to win," said Star India, senior vice president, marketing & communication, Ajay Vidyasagar.