India Teleshopping Market By Product Type (Home & Kitchen Appliances, Electronics, Health & Beauty Products, Fashion & Accessories, Food & Beverages, Others), By Payment Method (Cash on Delivery, Credit Card, Debit Card, Netbanking, Others), By Distribution Channel (Television, Internet), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

India Teleshopping Market was valued at USD 630.45 Million in 2024 and is expected to reach USD 789.23 Million by 2030 with a CAGR of 4.56% during the forecast period. The India Teleshopping market is driven by several key factors. Firstly, the increasing internet penetration and smartphone usage across the country have made it easier for consumers to access teleshopping platforms. The growing disposable incomes of middle-class families enable more people to purchase products through teleshopping channels, which offer convenience and home delivery. Also, the rise in demand for niche products, from beauty and wellness to electronics and home goods, is fueling growth. Celebrity endorsements and influencers play a significant role in attracting customers. Also, strategic partnerships with e-commerce platforms and attractive promotional offers have boosted the popularity of teleshopping. Changing consumer lifestyles, with a preference for easy, door-to-door shopping experiences, further support the market's expansion in India.

Key Market Drivers

Rise in Television Viewership Across the Region

A significant driver of the India teleshopping market is the rise in television viewership across the region. As a part of this, according to a recent study, as of 2023, the average minute audience (AMA) for television viewership in India was around 1.5 trillion. It pointed to a minor rebound from the downward trend that developed after the pandemic. Television continues to be a dominant medium for reaching a broad audience, especially in rural and semi-urban areas where internet penetration is still developing. With more households accessing cable and satellite TV, teleshopping channels have found a growing base of potential customers. The increased viewership of lifestyle and entertainment channels, coupled with the appeal of teleshopping's convenience, has contributed to expanding market reach. As television remains a trusted medium for information and entertainment, consumers are increasingly drawn to its interactive shopping experience, which allows them to purchase products directly from their TV screen. Channels often air 24/7, allowing viewers to shop at any time, enhancing the appeal of teleshopping to people with busy schedules. Also, the ability to feature product demonstrations and testimonials via TV boosts consumer confidence and drives sales. With an increase in disposable income and a desire for quality products, many consumers in India find television-based shopping an attractive option, making teleshopping a lucrative and growing segment. Also, companies are now investing in regional channels to cater to diverse linguistic and cultural demographics, further enhancing their reach across the country.

Surge in Internet Penetration

A major driver of the India teleshopping market is the surge in internet penetration. Over the past decade, India has witnessed a significant increase in internet access, particularly through mobile devices. As a part of this, according to a recent study, as of 2024, the internet penetration rate in India increased to over 52%, up from approximately 14% in 2014. Even though these numbers appeared to be rather low, they indicated that over 50% of the 1.4 billion population had internet access that year. With the affordability of data plans and widespread use of smartphones, millions of people in both urban and rural areas can now access online shopping platforms. This growing connectivity is directly impacting the teleshopping sector, enabling customers to engage with and make purchases through teleshopping websites and apps. The ease of access to high-speed internet has also facilitated the growth of hybrid teleshopping models, combining television with online platforms. Consumers can watch product advertisements on TV and then visit websites or use apps to complete their purchases, offering a seamless shopping experience. Also, digital payment options, such as mobile wallets and UPI, have made transactions smoother and more secure, further encouraging online purchases. The rise in internet usage also allows teleshopping companies to reach a more targeted audience with personalized marketing campaigns through social media and online ads. With increasing familiarity with e-commerce, consumers are now more inclined to shop through these innovative teleshopping platforms, driving the expansion of the market. This surge in internet penetration has thus revolutionized teleshopping, making it more accessible and attractive to a larger consumer base.

Rising Disposable Income

Rising disposable income is a key driver of the India teleshopping market, as it allows consumers to afford a wider range of products. As a part of this, according to a recent study, as of 2025, India’s household disposable income per capita was USD 2. 91k.Over the past few years, India’s middle class has seen substantial growth, accompanied by a rise in income levels across various socioeconomic segments. This increase in disposable income has led to more consumers having the financial flexibility to indulge in shopping beyond necessities, which is fuelling demand for lifestyle, wellness, electronics, and home products typically promoted through teleshopping. As more people have access to higher disposable income, there is also a growing appetite for quality, branded, and innovative products offered through teleshopping channels. Consumers are more willing to experiment with new products when they have the financial means to do so, and teleshopping provides an attractive platform for these impulse buys. The appeal of teleshopping is heightened by the convenience of home delivery, instalment payment options, and attractive promotional offers, which appeal to the spending capacity of these consumers. As disposable income continues to rise, people are not only looking for savings but also for convenience, which teleshopping provides. This economic shift is making teleshopping a more viable and preferred shopping method, driving the market's growth across India.

Download Free Sample Report

Key Market Challenges

Lack of Awareness Among Consumers in Rural Areas

One of the significant challenges faced by the India teleshopping market is the lack of awareness among consumers in rural areas. Despite the increasing penetration of television and mobile internet, many rural consumers are still unfamiliar with the concept of teleshopping. They often rely on traditional shopping methods, such as local markets, and may not fully trust or understand the advantages of shopping through television or online platforms. This limited awareness prevents teleshopping companies from tapping into the vast rural consumer base, which could otherwise be a significant growth opportunity. Also, rural areas may have limited exposure to various teleshopping brands or advertisements, especially in languages or formats that resonate with local cultures and preferences. While television reaches many rural homes, the content often caters to urban audiences, creating a disconnect. Also, the absence of infrastructure for reliable home delivery and cashless payment systems further discourages consumers in these areas from engaging with teleshopping. To overcome this challenge, teleshopping companies need to invest in localized marketing campaigns and tailor their offerings to meet the specific needs of rural consumers. This could include regional language content, easier payment options, and ensuring efficient delivery networks to enhance trust and increase engagement in rural markets.

Refund & Return Issues

Refund and return issues are significant challenges for the teleshopping market in India. Many consumers are hesitant to purchase products through teleshopping channels due to concerns about the difficulty and inefficiency of returning or exchanging items, especially when they are not satisfied with the quality or functionality of the products. Unlike physical stores where customers can inspect and try products before purchasing, teleshopping often lacks this in-person experience, making consumers more cautious. For electronics or high-ticket items, the challenge is even more pronounced, as the process of returning or exchanging products can be cumbersome, involving long wait times, additional shipping costs, and unclear policies. Also, poor customer service and inadequate follow-up can amplify frustration among customers, damaging brand reputation and customer loyalty. Also, the lack of a clear, simple return policy and slow processing of refunds contributes to negative consumer experiences. For many, this lack of trust in the return process discourages them from making purchases in the first place. To address these challenges, teleshopping companies need to streamline their return and refund policies, offering hassle-free returns, clear communication, and efficient customer support. Improving these aspects would help build consumer confidence and encourage more people to engage with teleshopping platforms.

Key Market Trends

Rising Popularity of Home Appliances

The rising popularity of home appliances is significantly driving trends in the India teleshopping market. As a part of this, according to IBEF, the consumer electronics and home appliances market in India is projected to expand by USD 2.3 billion from 2022 to 2027, with a compound annual growth rate (CAGR) of 1.31%. With the growing middle class, increasing disposable income, and changing lifestyles, consumers are investing more in home appliances for convenience and enhanced living standards. Teleshopping platforms are capitalizing on this demand by offering a wide range of products, from kitchen gadgets and washing machines to air conditioners and refrigerators. These platforms leverage the appeal of convenient shopping from home, easy payment options, and attractive discounts to cater to consumers looking to upgrade their homes. The ease of accessing detailed product demonstrations, reviews, and live promotions through teleshopping networks also helps in influencing purchasing decisions. With the rise in demand for home appliances, teleshopping has become a key channel for reaching potential buyers, particularly in tier 2 and tier 3 cities, where online shopping penetration is still growing. As consumer preferences evolve, teleshopping channels are expected to continue seeing growth in the home appliance segment.

Increasing Adoption of Smartphones

The increasing adoption of smartphones is significantly influencing the India teleshopping market. With smartphones becoming more affordable and widely accessible, a larger segment of the population can now engage in teleshopping. Consumers can easily browse, shop, and make payments directly from their mobile devices, providing a convenient shopping experience. The rise of mobile apps and teleshopping platforms tailored to smartphones has made it easier for consumers to access a wide variety of products from the comfort of their homes. Also, the proliferation of high-speed internet across urban and rural areas has enabled smoother browsing and faster transactions, further encouraging smartphone-based shopping. As smartphones continue to play a central role in everyday life, they are driving the growth of teleshopping by connecting consumers to an ever-expanding range of products and services. This trend is expected to continue, with more teleshopping brands optimizing their platforms for mobile users and leveraging mobile-based advertising to attract customers.

Rising Adoption of Digital Payment Method

The rising adoption of digital payment methods is a significant trend shaping the India teleshopping market. With the increasing penetration of smartphones and internet connectivity, digital payment options such as mobile wallets, UPI (Unified Payments Interface), and online banking have gained widespread popularity among Indian consumers. This shift towards cashless transactions is particularly beneficial for the teleshopping sector, which relies on seamless and secure payment methods to enhance the shopping experience. For teleshopping businesses, integrating digital payment solutions allows for quicker, more convenient transactions, which appeal to tech-savvy consumers who are increasingly accustomed to online shopping platforms. Offering a variety of payment options not only improves the ease of purchase but also increases customer confidence, particularly for those who may have previously been hesitant about making large purchases over the phone or television. Also, the government's push towards a digital economy through initiatives like "Digital India" has further accelerated the adoption of digital payment methods, particularly in urban and semi-urban regions. As more people become comfortable with online transactions, teleshopping companies are incorporating secure, fast, and user-friendly payment gateways, enabling frictionless purchases. This trend is helping to expand the customer base, especially among younger, more digitally savvy consumers, and plays a critical role in the growth of the teleshopping market in India.

Segmental Insights

Payment Method Insights

Cash on Delivery dominated the India Teleshopping market, particularly due to the preference for cash transactions and the lack of trust in online payment systems among many consumers. For a large portion of the Indian population, COD provides a sense of security, allowing them to pay only after receiving the product. This method has been crucial in building consumer confidence, especially in regions with low penetration of digital payment systems. Despite the growing adoption of digital payment methods, COD continues to be a preferred option for many teleshopping customers, particularly in rural and semi-urban areas. The convenience of paying in cash upon delivery ensures wider accessibility, making teleshopping more attractive to a diverse customer base. This trend is likely to remain significant in the market as it caters to the financial preferences and concerns of a large segment of consumers in India.

Download Free Sample Report

Regional Insights

The North region dominated the India Teleshopping market, due to a combination of factors such as higher disposable incomes, greater television penetration, and a larger base of middle-class consumers. States like Delhi, Punjab, Haryana, and Uttar Pradesh have seen strong demand for teleshopping products, especially in categories like electronics, home goods, and wellness products. The region's urban centers, including Delhi NCR, are also key drivers due to their higher internet connectivity and tech-savvy population. Also, North India benefits from the widespread use of television as a primary entertainment source, making it easier for teleshopping channels to reach a large audience. Localized marketing strategies, including language-based content and regional celebrity endorsements, have further boosted the popularity of teleshopping in this area. As a result, the North region remains a leading market, contributing significantly to the overall growth of the teleshopping industry in India.

Recent Developments

• In April 2024, Ranveer Singh, the actor, reunites with global adult film icon Johnny Sins for another comedic advertisement featuring Bold Care, a brand focused on men's sexual health and wellness. Their #TakeBoldCareOfHer initiative includes this new advertisement, which is aimed particularly at their Bold Care Extend Spray. The advertisement is structured as a parody of traditional teleshopping ad shows.

Key Market Players

• Naaptol Online Shopping Private Limited
• Teleshop.in
• Teleone Consumers Product Pvt.Ltd
• QVC UK
• Shop TJC Limited (Vaibhav Global Limited)
• John Mills Ltd
• Thane Direct UK Ltd
• Gemporia Craft Limited
• Rakuten Group, Inc.
• HSN Holding LLC

Report Scope:

In this report, the India Teleshopping Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Teleshopping Market, By Product Type:

o   Home & Kitchen Appliances

o   Electronics

o   Health & Beauty Products

o   Fashion & Accessories

o   Food & Beverages

o   Others

• India Teleshopping Market, By Payment Method:

o   Cash on Delivery

o   Credit Card

o   Debit Card

o   Netbanking

o   Others

• India Teleshopping Market, By Distribution Channel:

o   Television

o   Internet

• India Teleshopping Market, By Region:

o   North

o   South

o   East

o   West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the India Teleshopping Market.

Available Customizations:

India Teleshopping Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

India Teleshopping Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at sales@techsciresearch.com