Few symbols are as recognizable as the red “As Seen on TV” box that frequently accompanies products sold on infomercials. The creator of that iconic symbol, A.J. Khubani, has revolutionized the industry with his savvy perception of what consumers want. His unwavering focus on customers and their day-to-day concerns is the force that drives his company, direct response television giant, Telebrands Corp., based in Fairfield, New Jersey.
The son of immigrants from India, A.J. graduated from Montclair State University and went to work at his father’s importing business. It was there that he first began to experiment with selling products through direct response print advertisements. After a few moderately successful efforts, he decided to branch out into direct response television, promoting a pair of sunglasses he found advertised in The Wall Street Journal. The product—Amber Vision sunglasses—was a blockbuster and became the first of many Telebrands success stories. Others include:
PedEgg, PediPaws, Stick Up Light Bulbs, Doggy Steps, EZ Combs, Shoes Under, Windshield Wonder