MediaNama recently spoke with Paritosh Joshi, CEO of STAR CJ Network India Ltd, a 50:50 joint venture of News Corp owned Star TV and South Korean firm CJ Shopping, on how the company intends to compete in the Indian home shopping market dominated by Network18s HomeShop18, distribution plans, mobile and Internet plans. Part 2 of the interview: What are your expansion plans? I think all I can say right now is it is going to be extremely deliberate and almost cautious about it, because we are only going to be prepared to start the rollout once we are completely convinced that our ability to do fulfillment is in terrific shape. So if that means that we will be somewhat slow, we believe that it is justifiable. In our business, no matter how quickly a particular homeshopping unit delivers we are still talking about days not hours. And over the days, the consumer gets plenty of opportunity for their post purchase dissonance, and that leads to situations where you take the product to the consumers home and the consumer says they did not order the particular product. They refuse to take the delivery. So the longer you delay the delivery the more likely it is that you will simply lose the order to a consumer's remorse. So for that reason itself it is critical that you get it across quickly. But you can also flip that around in a positive way. The positive part is that once consumers buy something they want…
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