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The case examines the concept of television shopping, its emergence, success factors and the benefits it offers. The case discusses in detail the teleshopping business in India with reference to the product, price, promotion and distribution strategies of various teleshopping networks. The case also explores the reasons for the limited growth of teleshopping in the country and discusses the future prospects of the businesses. The case is structured to introduce the following to students: (1) the concept of direct marketing and teleshopping as one of the major channels of direct marketing; (2) worldwide trends in the teleshopping market, working of teleshopping networks and the benefits associated with it; (3) the emergence and growth of the teleshopping business in India; (4) initiatives taken by teleshopping networks in India, with reference to their product offerings, promotional techniques, distribution channels and pricing strategies; and (5) the problems encountered by teleshopping networks and the future prospects of teleshopping in India. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.