Star CJ alive is now Shop CJ. Repositions as a trendy home-shopping platform

The name of Star CJ alive, one of the country’s leading 24X7 home shopping channel has been changed to SHOP CJ. This marks the culmination of a year long exercise where in Star phased itself out of the alliance to focus on its core expertise of GEC and Sports offerings. Providence Equity Partners replaced Star in the venture. At the launch of the new brand identity and logo, the Company presented a new brand tagline – ‘shop a new trend’. This also marked the entry of the brand into mobile commerce with the launch of its mobile App “SHOP CJ” thereby becoming a Omni Channel platform. Currently, Shop CJ is amongst the leaders in the Rs. 45-50 billion TV home shopping market in India. It is available on various DTH platforms like Dish TV, Tata Sky, Airtel and Videocon.

The new name is also incorporated on its online shopping website, Facebook, Twitter and other social media platforms. The new brand tagline – ‘shop a new trend’, which was unveiled during the launch, signifies catering to a wide spectrum of audience by providing products that are in synch with their lifestyle and latest trend. The new philosophy of SHOP CJ is to bring ultra-trendy, durable, cost-effective, innovative and customer-friendly products which delight the customers.

The re-branding initiative is to better align the company’s new philosophy with the future strategy. It plans to further improve the back end service in order to serve customers quickly and effectively. Plans are also there to get new innovative categories on board and change entire home shopping perspective and experience. Speaking at the occasion of unveiling of new brand identity, Kenny Shin, CEO, SHOP CJ Network, said, “The CJ group is globally known for its product quality and innovation. Our experience of various countries will prove to be useful to serve Indian consumers with world-class product experience.”

“We will be expanding our presence in east and north-east through physical warehouses. Company is also investing to improve warehouse management system which will enhance logistics and the back-end services”, CFO of SHOP CJ, N. Ramakrishnan said.

The company launched its mobile application “SHOP CJ” on the android platform. Donald Kwag, head of marketing, said, “Tremendous growth in the mobile e-commerce industry has encouraged us to offer this service. The rate, at which Indian consumers are adopting shopping on the App, is faster than other countries. We want our consumers to shop exactly as per their convenience.”