Advertising.... The brands pay heavily. Even now, a large portion of india relies on such Teleshopping as opposed to Online Shopping on internet. Have u seen the way they advertise? As if there is nothing better in this world. People from Rural areas might be falling for it. And naaptol might be getting funding too from other stakeholders / sponsors.
Personally when I see those ads I clearly see those as misleading and not trust worthy.
But I believe people from rural areas buy these by seeing their ads.