Amazon ties up with Akshay’s Best Deal TV

Online retailer Amazon on Wednesday joined hands with Best Deal TV, a home shopping channel co-founded by Bollywood actor Akshay Kumar to expand foothold in fashion and apparels segment in India. Under the partnership, Amazon will sell fashion and lifestyle products backed by Bollywood celebrities including Shilpa Shetty, Akshay Kumar, Farah Khan and Bipasha Basu besides other items from Best Deal TV.

Best Deal TV, India’s first celebrity shopping channel is co-founded by Akshay and Raj Kundra, husband of actor Shilpa Shetty. “We believe that tele-shopping and online shopping will work in synergy for Indian consumers giving them more and varied selection of products and purchase options,” Amazon Fashion India Head Vikas Purohit said. Exuding confidence that the partnership will help in expanding Amazon’s customer base, he said when celebrities lend their name there is an assurance of quality to customers. Purohit said the market dynamics in Indian e-commerce segment is evolving through different partnerships.

“We believe that the tie-up with Kishore Biyani of Future Group, Raj Kundra in TV space and with FDCI (Fashion Design Council of India) are right partnerships coming to benefit the customer,” he added. Last year, Kishore Biyani-led Future Group and Amazon had entered into a partnership to build on synergies in online and offline businesses. The online major had also teamed up with FDCI for its 25th India Fashion Week. According to Purohit there were <g data-gr-id="16">hypes</g> about online shopping versus offline and TV channels versus designers, but actually they all are going to work together.