The Teleshopping Business in India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG036 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


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


The case examines the concept of television shopping, its emergence, success factors and the benefits it offers.

The case discusses in detail the teleshopping business in India with reference to the product, price, promotion and distribution strategies of various teleshopping networks.

The case also explores the reasons for the limited growth of teleshopping in the country and discusses the future prospects of the businesses.


The concept of direct marketing and teleshopping as one of the major channels of direct marketing


  Page No.
Offering 'Miraculous' Products! 1
Background Note 2
The Indian Scenario 3
How the Indian Teleshopping Market was Won 4
Teleshopping Traumas 7
Future Prospects 9
Exhibits 10


Television shopping, emergence, success factors, benefits, teleshopping, business, India, product, price, promotion, distribution strategies, limited growth, country, future prospects, businesses

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