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Akshay Kumar & Raj Kundra venture into TV commerce

The two have joined hands to unveil the first look of Best Deal TV, touted as India’s first celebrity-driven 24x7 home shopping channel

BestMediaInfo Bureau | Mumbai | March 9, 2015


Actor Akshay Kumar and entrepreneur Raj Kundra have partnered to launch Best Deal TV, a celebrity-driven 24x7 home shopping channel. The channel will be on air nationwide from March 18, 2015 onwards; this is a free-to-air channel that will be available across all major cable and DTH platforms as well as online.

Best Deal TV is the first celebrity-driven TV commerce channel in India and has inked endorsement deals with major A-list celebrities and top TV stars in the country. The products available on Best Deal TV are categorised into Lifestyle, Home, Fashion, Health & Beauty.

Speaking at the launch, Raj Kundra, Founder CEO, Best Deal TV, said, “We are pleased to launch a new and unique home shopping channel on which our products will be exclusive, aspirational and above all, affordable. All products will go through our vigorous Quality Lab tests before obtaining approval. Today, most brands rely on celebrities to sell their products. Best Deal TV offers the perfect combination – of quality products and celebrities endorsing them on the same platform. To me, it is the perfect example of a ‘Product-Celebrity Match’. We match quality-approved products with celebrities, and by controlling the end-to-end supply chain, we ensure savings for our customers that guarantee they, literally, get the Best Deal.”

Co-owner, Akshay Kumar added here, “When Best Deal first came to me with the idea of a home shopping channel, the first thing I wanted to be sure about is that if my name is going to be attached to something, it has to be for something unique, never done before by a celebrity, and a quality which is worthy of my 100 per cent. I am happy to say that for the first time, consumers will be able to fulfill their celebrity style aspirations as far as their look and feel is concerned at very affordable prices.”

Chairperson and brand ambassador Shilpa Shetty Kundra remarked, “As a self-confessed shopaholic, I love the concept behind Best Deal TV. TV commerce is a growing trend, an easy and convenient way to shop from the comfort of your home. Now customers can be reassured of quality products which are endorsed by their favourite celebrities. Best Deal TV aims to offer something which is special to its consumers; products that solve a problem, make a difference, offer great value for money and deliver exceptional results. It makes me very proud to be part of this transparent and top quality platform.”

According to recent industry reports, India is the third largest television market in the world and TV penetration in the country is over 60 per cent. It is believed that this is only set to grow at a CAGR of 24 per cent annually. Meanwhile, the home shopping industry is presently valued at Rs 40 billion. Best Deal TV aims to leverage the potential of these two platforms.

The channel follows a business model that combines focussed multi-channel sales with integrated marketing, media and distribution through the power of well-known Indian celebrities.

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