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Our Story

The Telebrands story is every entrepreneur’s dream. Started by visionary direct marketer A.J. Khubani more than two decades ago, the company has grown from one man’s idea into an award-winning global direct-response empire and a leadership position in the “As Seen on TV” category. Today, the company markets some of the country’s top direct response television products—including the PedEgg, GoDuster, PediPaws, and others—and includes the Telebrands Invention Channel, which can be seen on television, the Internet and retail shelves, as well as catalogs and print advertisements in more than 40 countries around the world.

A.J. Khubani
A.J. Khubani

After graduating from Montclair State University in New Jersey with a degree in business administration, Khubani worked for his father’s New York City import business. After a year at the company, he began experimenting with print advertisements to sell some of the product lines. His first endeavor, an AM-FM radio that he promoted in the National Enquirer, only broke even. But it was an exciting and valuable learning experience.

From those humble beginnings, Khubani moved on to television. The modern infomercial was in its infancy, and it looked like a promising additional sales channel for the consumer products he sold. In 1987, he produced three short-form commercials: one for the Easy Cycle, one for an ultrasonic flea collar, and one for the AmberVision sunglasses. The AmberVision infomercial skyrocketed the product to success, selling more than 15 million pair.

The next year, In 1988, few infomercial were exploring the retail market. There was so much profit being made from direct television marketing that additional sales channels were largely ignored. Khubani was one of the few who, like direct television company A. Eicoff, gave retail distribution serious thought. Starting with AmberVision sunglasses—the first As-Seen-on-TV product—Khubani knocked on doors until Herman’s Sporting Goods decided to test them in its stores. They were a hit, earning Khubani immediate success and acclaim in the retail market. Over the years, other large retail accounts followed, showcasing such products as Magic Hangers, and the Jack LaLanne Mini Stepper-all DRTV products that sold extremely well in retail stores. Khubani had tested and proven the marketing formula(that is so well known today) of using direct response as a vehicle to build rapid brand awareness to launch products on to retail shelves.

Today, Telebrands’ innovative marketing strategy has fueled its expansion throughout the world. The company is the first of its kind to open an office in Mumbai, India, successfully reaching the challenging Indian market. The company has also launched Telebrands UK, serving the European marketplace, and has plans for other international locations in the coming years.

For more information about Telebrands, visit our Newsroom or contact us here.

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