Home shopping channel Shop CJ will launch Telugu and Tamil broadcasting early 2016 to reach out to a large base of non-Hindi speaking customers.
Apart from making it easy for them, the joint venture of CJ O Shopping Co Ltd of South Korea and Providence Equity Partners Group plans to customise product sourcing too.
Announcing this here on Thursday, Shop CJ Director and CEO Kenny Si Yeol Shin said the broadcasting now was in Hindi. The test broadcasting, for a few hours daily, would be on select Tamil and Telugu television channels. Post the trial, the broadcast for longer duration would be on its own channel.
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Kannada is another language in which broadcast is being considered, Head-Marketing Donald Kwag said, adding separate studios were is set up.
The Telugu-speaking States and Tamil Nadu were important markets for the channel whose turnover last fiscal was Rs.850 crore, the senior executives said. The company, Mr. Shin added, was eyeing a 30 per cent growth in revenues this fiscal.
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CFO N.Ramakrishnan said the studio and associated facilities for regional language broadcasts would entail Rs.35-50 crore investments, while the cost of setting up a 75,000 sq ft warehouse near Kolkata was estimated to be also in the same range. Shop CJ has a warehouse each in Delhi, Mumbai and Bengaluru that together are spread over 2.5 lakh sq ft.
Kitchen products
The highest portion of sales, Mr.Shin said, comes from kitchen products followed by IT/camera and saris/kurtas.
On new offerings, he said plans were afoot to market travel packages.