Online marketplace, Amazon and celebrity driven tele-shopping channel Best Deal TV have formed a strategic alliance with an objective to expand their reach. This will make way for celebrity endorsed fashion and lifestyle products to enter the online space.
Vikas Purohit, Amazon’s Fashion India Head said, “Our exclusive tie-up with India’s first celebrity home shopping channel, Best Deal TV reinforces our vision of transforming the way India sells and buys. We believe that tele-shopping and online shopping will work in synergy for Indian consumers, giving them more and varied selection of products and purchase options.”
About Best Deal TV
Owned by Indian actor Akshay Kumar and Businessman, Raj Kundra, Best Deal TV is a 24/7 home shopping television channel. Famous personalities such as Shilpa Shetty, Sonakshi Sinha, Neha Dhupia, Farhan Akhtar, Ekta Kapoor, Farah Khan and Sanjeev Kapoor have endorsed various products like clothes, jewellery, home appliances and fashion accessories on the tele-shop channel. And with a celebrity (read: actors) obsessed nation like ours, it came as no surprise that the channel has gained popularity within four months of its launch.
Speaking about this deal, Kundra said, “We are delighted to launch our products exclusively on India’s largest online store, Amazon.in and help consumers buy not just celebrity endorsed products but also affordable quality products from Best Deal TV selection on Amazon India. Reaching out to the consumers in every nook and corner of the country with exclusive brands especially endorsed by celebrities is now possible with Amazon India.”
Amazon’s omni-channel approach
The ecommerce giant’s strategic alliances with other companies hint at their omni-channel approach to drive sales. Amazon has been trying to bridge the gap between online and offline platforms (from brick-and-mortar stores to tele-shops) in order to gain access to more products and consumers.
In the past two years, Amazon has partnered with Future Group, Godrej Nature’s Basket, local kirana stores and FDCI’s India Fashion Week to bring offline creations on online platform. Stressing on the same, Purohit said, “We believe that the tie-up with Kishore Biyani of Future Group, Raj Kundra in TV space and with FDCI (Fashion Design Council of India) are right partnerships coming to benefit the customer.”