ahmedabad want to buy a rotimaker or a healthcare product or a folding easychair you can get all these and more without having to go out into a marketplace in this heat just switch on your telly and we are a phonecall away this is an oftrepeated promo that is beamed and aired frequently by all tele marketing companies teleshopping though a creditable and reliable industry with whopping turnover the world over is in its infancy in india launched in 1995 tellyshopping is yet to attain an industrystatus in the country while its proponents argue that tellyshopping which in marketing terms is called direct response tv drtv or electronic retailing is an extremely positive industry which has fastgrowth potentials for both the buyer and the seller the apprehensions on the other hand are that the final product may turn out to be not exactly same as that shown and promoted on the telly as a housewife says a kitchen chopper shown on one of the tellyshopping shows seemed useful and attractive and hence i ordered it however what i finally got wasnt exactly like that shown on the tv adds another housewife in one of the shows anchored by sudha chandran they demonstrated an electronic massager which seemed versatile however when i bought the product i found that it wasnt shockproof with a section of consumers alleging that the final product does not match the description on the telly and the entire information not being given to the viewers during the demonstration in the programme there is a lot of suspicion about this kind of marketing however those in the business of teleshopping argue that such apprehensions are not based on facts initially when teleshopping was launched about five years ago there wasnt good response on the part of the consumers there were problems mainly because of certain concerns such as credibility of products secondly the aftersales services that were offered and thirdly the genuineness of the products offered people were not aware of the concept and hence these apprehensions were only natural says a marketing executive of the mumbaibased united teleshopping and marketing co ltd he insists that the initial idea that people had about teleshopping being a way of fooling people to buy substandard products has diminished in the last two years and now more and more people are opting for teleshopping after all he says it saves their time and energy in fact he insists on an average there are 50 purchases a day through each of the tellyshopping programmes and though the exact size of the market is not known industry sources say that the annual turnover of the tellyshopping industry is anything between rs 75 and rs 85 crore today tellyshopping however is not an easy business as it appears to be it involves huge investments in both hardware and software in telecommunications and warehousing and other infrastructural facilities as one marketing executive of asian sky shop a part of zee tv says initially we