MUMBAI: Celebrity couple Raj Kundra and Shilpa Shetty have partnered Bollywood superstar Akshay Kumar to launch a celebrity-driven home shopping channel Best Deal TV. Going on air from 18 March, the free-to-air (FTA) channel will be available across all major cable and direct-to-home (DTH) platforms as well as online.
The promoters of Best Deal TV Pvt Ltd (BDTVPL) will invest Rs 100 crore (Rs 1 billion) in the venture, Raj Kundra said at a press meet here today. According to a report in Economic Times, the promoters have raised Rs 32 crore (Rs 320 million) for the venture by divesting 15 per cent to a private equity firm. The channel’s business model combines focused multi-channel sales with integrated marketing, media, and distribution through the power of well-known Indian celebrities. Best Deal TV will specialise in sourcing quality products and pairing them with celebrities who will promote them to the consumers via the 24/7 channel. The company has inked endorsement deals with major A-list celebrities and top TV stars in the country.
The products available on Best Deal TV are categorised into lifestyle, home, fashion, health, and beauty. The TV home shopping market is currently dominated by Star CJ Alive and HomeShope18. Multi-system operator (MSO) DEN Networks and e-commerce major Snapdeal have floated a joint venture (JV) to launch a home shopping channel DEN Snapdeal TV Shop. Best Deal TV founder and CEO Raj Kundra said, “We are pleased to launch a new and unique home shopping channel on which our products will be exclusive, aspirational and above all, affordable. All products will go through our vigorous quality lab tests before obtaining approval. He further added, “Today most brands rely on celebrities to sell their products. Best Deal TV offers the perfect combination—of quality products and celebrities endorsing them on the same platform.
To me, it is the perfect example of a ‘Product–Celebrity Match’. We match quality-approved products with celebrities and, by controlling the end-to-end supply chain, ensure savings for our customers that guarantee they, literally, get the best deal.” Best Deal TV co-owner Akshay Kumar elaborated, “When Best Deal first came to me with the idea of a home shopping channel, the first thing I wanted to be sure about is that if my name is going to be attached to something, it has to be for something unique, never done before by a celebrity, and a quality which is worthy of my 100 per cent—as I don’t put less than a 100 per cent in anything I do. I am happy to say that for the first time, consumers will be able to fulfil their celebrity style aspirations as far as their look and feel is concerned at very affordable prices.” Best Deal TV chairperson and brand ambassador Shilpa Shetty Kundra remarked, “As a self-confessed shopaholic, I love the concept behind Best Deal TV. TV commerce is a growing trend, an easy and convenient way to shop from the comfort of your home. Now customers can be reassured of quality products that are being endorsed by their favourite celebrities.
Best Deal TV aims to offer something which is special to its consumers; products that solve a problem, make a difference, offer great value for money and deliver exceptional results. It makes me very proud to be part of this transparent and top quality platform, truly making us the ‘bestest’.” India is the third-largest television market in the world and TV penetration in the country is over 60 per cent while the home shopping industry is presently valued at Rs 4000 crore (Rs 40 billion).