India, March 6 -- Given the current addiction of Indians shopping online on their mobile phones, it may be hard to believe that some of that buying may shift to the television screen. But Abhijeet Rajpurohit, co-founder of CloudTV - that provides smart TV Operating System (OS) to more than 100 TV brands which integrates OTT apps and live channels - believes that experiential brands may soon be bought off smart TV screens.

"Since TVs are increasingly smart, they don't just show content but allow a layer of communication. Today, you can no longer just watch a match but interact with it. Likewise, you can view an ad also act on its promise. So, yes, there will be commerce on TV," Rajpurohit said. CloudTV OS, which works with budget-friendly...