“Gradually, digital retail will become as important as TV sales”: Paritosh Joshi, Star CJ

We recently had the chance to ask Paritosh Joshi, chief executive officer of Star CJ India, about how the channel is doing:

CI: Which are the growth categories for the channel? Also, which are the regions that are more active than others?

Paritosh Joshi (PJ): Star CJ has seen growth mainly in two categories - fashion and household products.  The fashion category ranges from sarees and kurtis to shoes and bags, while household products include laundry hanger and easy mop.

Delhi and Mumbai are the most active regions

CI: How has the digital retail foray for the channel paid off? What is the section’s contribution to the revenues?

PJ: It is convenient to target the youth through digital retail. It enables them to shop at ease with the use of their credit cards/ debit cards without any hesitation. Our online shopping mall (www.starcj.com) contributes around 5% of our overall business. Right now, it’s a small portion but gradually it will become as important as TV sales.

CI: With million homes achieved, what is the next target in sight for the brand?

PJ: We are looking at three million customers by December 2012.