Indiatimes Shopping launches online shopping store for home appliances; to launch Jewellery brand soon

28 Sep,2012

By A Correspondent


With online shopping portals becoming increasingly popular amongst consumers, Godrej Appliances has launched an online shopping portal –, powered by Indiatimes Shopping which is a part of Times Internet Limited (TIL).


Consumers can search for products by category and look for ‘Deals of the Week’, offering select products at competitive prices, from the range of consumer durables on the site, ranging from air conditioners and refrigerators to washing machine and microwave ovens. While the Godrej online store will exclusively sell Godrej merchandise, Indiatimes Shopping aims to launch a jewellery brand very soon.


In conversation with MxMIndia, Mr Subhanker Sarker, COO, Indiatimes Shopping explained that while Godrej was the natural choice for home appliance, Indiatimes Shopping has partnered with Nokia for mobiles. “Indiatimes Shopping’s strategy is to partner with the leading players in each significant retail category. In the home appliances space, Godrej is the natural choice in India as it is a brand customer’s trust. We have partnered with Nokia in the mobiles category and are in discussions with a major jewellery player.”


According to IAMAI (Internet and Mobile Association of India) March 2011 report, the e-commerce industry in India is growing at an average of 55 percent year on year since the past four years. In addition to this, the size of the home and kitchen appliances segment is valued at about Rs 62 crore.


With the robust growth of e-commerce business, Godrej Appliances are said to be targeting growth of its online business at over 150 per cent year on year. While Indiatimes Shopping already has an android and iPhone app for its horizontal shopping store, Godrej products are also now available on app. “Going forward the preferred route is through responsive design where you don’t have to build different products for different devices. We will go that route and will enable the store on all kinds of devices within this financial year itself,” added Mr Sarker.


Asked whether this indicates a growth in consumer trust regarding online shopping, Mr Sarker said that today there is a lot of comfort with the online format, although it is a limited to a certain psychographic profile. “It is definitely not limited by the traditional demographic models. We have all kinds of payment options, the most popular being net banking and credit cards with free EMIs. There are immense growth opportunities in the e-commerce space; however, customers first experiment with the model through low-value standard goods and low-risk payment options like COD (Cash on Delivery). But once comfortable with the format and service levels, they then go for goods with high perceived value like baby products and apparel.”


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