Home shopping network Shop CJ has appointed Dhruva Chandrie as its chief sales officer. Chandrie will take charge of this new role within this week and will be based out of the Mumbai office. In his new position, he will be responsible for operations and procurement.

Prior to Shop CJ, Chandrie was the chief operating officer for HomeShop18, a role he was appointed to in April 2014. Before this he was serving as the chief operating officer – retail at Videocon Telecommunications for over a year. He has also held the position of the national head operations at The Mobile Store for two years. Chandrie’s other stints include Chief Operating officer at the Next Retail India chain; Vice President at Reliance Industries (RIL);  Divisional Manager – Strategy at Tata Finance and Senior Manager at Tata Motors.

Shop CJ is a 50:50 joint venture between South Korean CJ O Shopping and Mauritius based P5 Asia Holding Investments. It was launched in 2009 as STAR CJ, a 50:50 joint venture between CH O Shopping and Star India. Both the companies had reportedly invested $55 million in the venture. It started off as a six hour slot on Star Utsav channel and later launched a 24-hour channel Star CJ Alive in 2010.

Star later exited from the joint venture last year, by selling its 50% stake to the private equity firm Providence Equity Partners for an undisclosed amount. While the terms of the deal were not disclosed, Star CJ could continue using the Star CJ brand for 12 months, following which it had to rebrand the company (to Shop CJ).

The brand had also launched an online marketplace StarCJ.com (now ShopCJ.com) in February 2011, allowing third party sellers to offer products across various categories like electronics, fashion, kitchen, home decor, jewelry and furniture among others. The company had apparently reported a total sales of around $101 million in 2013.