Online market place Snapdeal.com, on Tuesday, said it has entered into a 50:50 joint venture with DEN, India's television distribution company, to launch a 'TV Commerce' channel ‘DEN Snapdeal TV shop'.

The company aims to create a multi-nodal electronic shopping avenue for customers through this joint venture, it said in a statement.

Snapdeal aims to take the DEN TV shop to 100 million households across India over the next 12 months.

The channel is currently available for viewers on channel number 132 on DEN cable network and will be extended to other cable and DTH networks in the course of the next six months, it said.

DEN Networks Ltd. reaches about 13 million households in over 200 cities across 13 states in the country.

The joint venture will benefit those customers who have limited access to internet services particularly in Tier 2 and 3 cities further hampered by lack of physical access to top retail products and brands at competitive prices, the company said.

Speaking about the partnership, Kunal Bahl, Co-founder and CEO Snapdeal.com, said, “India is a country with many heterogeneous segments of consumers, and we believe that by reaching 150 million households with 600 million people that have a TV, we can create another revolution through TV Commerce.”

“Together we aim to offer the customers a wide assortment of products and provide them with a hassle free buying experience. The response to the pilot has been extremely encouraging and we are sure DEN Snapdeal TV Shop will be well received by our viewers," Sameer Manchanda, CMD, DEN Networks, said.

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