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We’re The Only Company In The Space That Has FDI Approval – Homeshop18 CEO Sundeep Malhotra

In April, when most e-commerce businesses were struggling to raise capital, following the Indian government not allowing foreign direct investment in multi-brand retail, TV and e-commerce business Homeshop18 raised $30 million from OCP Asia and Network18. We had spoken then with HomeShop18 CEO Sundeep Malhotra then about the companys plans, and also two key questions - how TRAI limiting advertisements to 12 minutes per hour would impact their business, and how it is that HomeShop18 has approvals for FDI when others don't. MediaNama: How do the TRAI restrictions on advertising impact your TV business? Malhotra: The advertising regulations don't impact us. We have no advertising revenue on our television business. It's completely led through transactions. MediaNama: How about shows on other channels with airtime. Wouldn't they classify as advertising? Malhotra: We were doing that, fundamentally, on colors. The model is diagonally opposite to a teleshopping business. We are not in the business of buying slots and selling magic. We run our own 24 hours channel, our own Internet business and through mobile. We sell brands and guaranteed products. MediaNama: There is a transaction between Colors and Homeshop18. Colors is selling airtime to you, so that's advertising? Malhotra: it's a great locomotive to build brand awareness and recruit an audience. The shows that are built are specifically built for Colors. HomeShop18 is the service provider there. MediaNama: How is the online business doing in comparison with the tv business Malhotra: It's a 2 year old business, but both of them (TV and Internet) are…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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