Naaptol, the home shopping retailer is claiming to have 80 percent market share with the reach across tier II and III markets. Growing at the rate of 50 percent MOM, the company is delivering around 30,000 products every day. It is aggressively launching 24x7 channels in regional languages along with serving to around 25,000 pin codes. Divulging these details, Manu Agarwal, CEO and Founder, Naaptol spoke to Indianretailer.com
What is a reach of Naaptol? And what’s the target ahead?
The collective reach of Naaptol through 24X7 TV channels and newspaper advertisements is 175mn households. Our TV channels are available on all leading DTH and MSO platforms. Naaptol Blue, our 1st 24x7 Hindi home shopping channel is topping the charts in reach and viewership as per BARC. Naaptol Blue independently is bigger than all the competition put together in the Hindi speaking market in India. Naaptol also has a Hindi HD home shopping channel, Naaptol HD, to cater to a more premium audience. To add to our reach in regional markets, we also have Tamil, Telugu, Malayalam, Kannada, Bangla and Marathi 24x7 channels. We wish to up this reach to 200mn households by the next quarter.
We ship an average of 30,000 orders every day with the average ticket size of Rs 3000.
Products from which category are largely being ordered by the consumers? And are you going to induct more products onto your channel?
The top selling category of the current quarter is home and kitchen, followed by mobile communication devices and fashion. We have observed a seasonal spike in the orders of blankets and quilts.
It’s our constant endeavor to bring forth the best for our viewers. We introduce 15-20 new products every month. With live shoots and broadcast capacity, it is possible to gauge the performance of new products in real time.
How do you beat the competition posed by HomeShop18 and others?
We strive to defend our position of a market leader in Home Shopping industry. We take pride in saying that we have surpassed the competition and have reached the apex in terms of market reach and viewership. Every now and then we observe a replication of one of our strategy by the competitors. We take it as a cue, that we are heading in a right direction.
We have close to 80 percent market share of the whole home shopping market in India.
What percentage of Indian cities and towns are contributing to your sale?
Naaptol does deliveries to more than 25000 PIN codes across India. Metro and tier I towns contributes to 15 percent of the orders, tier II contributes 26 percent and tier III contributes 36 percent.
Naaptol’s core ideology has been to be able to cater to every Indian by providing amazing offers that are highly aspirational and are easy on the pocket.
What is your target consumer group?
Our target consumers are between the age group of 25-45, basically married females with or without children
How much does digital media contribute to your total revenue?
The digital contributes is 5 percent of the total revenue.
What is your current turnover and CAGR? What’s the target by 2018?
We do business worth Rs 250 Cr every month. We are growing at a pace of 50 percent YOY and expect to grow at the same rate for next year.
According to you how big is the Indian home shopping market and how is it growing?
According to Euromonitor data, size of the home-shopping market in India has increased from Rs 990 crore in 2010 to Rs 1,560 crore in 2016.