HomeShop18

About HomeShop18

HomeShop18 operated as a multi-platform retail venture in India, combining a 24-hour television channel with an e-commerce website. The company was founded in 2008 by Sundeep Malhotra as a subsidiary of the Network18 Group, launching as India's first 24/7 home shopping TV channel on April 9, 2008. Malhotra, a veteran with over two decades of experience in the retail and FMCG sectors, including senior roles at PepsiCo, Benetton India, and Bata India, conceptualized and established the home shopping industry in the country. His journey began by leaving a prominent position at PepsiCo to build HomeShop18 from the ground up, an idea initially met with skepticism.

The business model was centered on a direct-to-customer approach, acting as both a marketing and distribution platform for a wide array of vendors. HomeShop18 generated revenue by charging vendors a commission, reportedly between thirty to forty percent, on each sale made through its TV channel or website. The product portfolio was extensive, featuring categories like jewelry, apparel, home and kitchen appliances, electronics, and beauty products, eventually growing to over 12 million SKUs. The company served a broad consumer base across India, with a logistics network reaching over 3,000 locations. A key feature of its service was the cash-on-delivery payment option, which was a significant part of its transactions.

The company achieved several milestones, including launching its e-commerce portal, HomeShop18.com, in 2011. It secured a total of $65 million in funding over three rounds from investors such as Providence Equity Partners, Elevation Capital (formerly SAIF Partners), and GS Home Shopping of South Korea. In 2014, Reliance Industries acquired the Network18 group, making HomeShop18 a part of its portfolio. The company also made strategic acquisitions, including the online retailer Coinjoos.com in 2011 and competitor Shop CJ Network in 2017, to consolidate its market position. However, the business faced significant challenges, including intense competition from major e-commerce platforms like Amazon and Flipkart, leading to a decline in revenue from 2015 onwards. After a series of restructuring efforts, including layoffs, HomeShop18 was sold to Skyblue Buildwell Private Limited in June 2019 and eventually ceased operations.