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Source Name: Croma

Croma and Enter Into a Strategic Partnership

Create a unique Brick and Mortar plus Online Model

Sep 16, 2014   14:40 IST 
Mumbai, Maharashtra, India

Infiniti Retail Ltd. and today announced that the companies have entered into a strategic partnership. Under this, products across various electronics categories like Mobiles, Tablets, and Laptops etc. which are available at the Croma stores will now also be made available for purchase through Croma’s Flagship Brand Store on

As part of this tie-up in the initial phase, Croma and would jointly work towards market development initiatives, establishment of joint collaboration on customer and vendor outreach programmes and category development. Both brands would also be looking at exclusive launches of products and brands belonging to the select categories. The exclusive launch of Lenovo tablets and special offers on the Karbonn Titanium S10 are recent examples of strategic conjunction between Croma and Snapdeal.

Speaking about this, Mr. Kunal Bahl, co-Founder & CEO, said, “This is a big moment for us, where Croma and will now leverage their offline and online presence respectively and work jointly to offer a more holistic shopping experience to consumers across the country. We are extremely excited to launch Croma’s Flagship Store on

Further at, we have always focused on getting the best brands at affordable prices. With this partnership, we will now be able to expand our electronics products’ portfolio like never before. This will help us deliver great value to our customers by offering them the widest assortment of products housed by the Croma stores. We look forward to a continuing long term & mutually beneficial partnership.”

On the occasion of this announcement, Mr. Ajit Joshi, MD & CEO, Infiniti Retail Ltd. said, “We are delighted to announce our strategic-tie up with Snapdeal, and are confident of the fact that this partnership will go a long way in benefiting customers by providing them with an enriched shopping experience.

Today’s dynamic retail industry demands an infrastructure that is equally robust on the online and brick-and-mortar fronts. Omni-channel retail is undoubtedly the way forward in the Indian retail industry, and therefore the association is designed to enable Croma and Snapdeal to leverage from each other’s strengths, to provide a winning proposition for customers and business alike.”

About Infiniti Retail Limited:                                                                                                                                                    

Croma is a chain of multi branded electronics retail stores in India. Croma is run by Infiniti Retail Limited, a 100% subsidiary of Tata Sons, a Tata Enterprise a globally recognized brand that stands for trust and reliability. Launched in October 2006, the chain now has 96 outlets across 16 major cities of India. Croma sells over 6000 products in the stores from 5 lead categories namely Home appliances, Entertainment, IT products, Digital imaging and Communication. Croma came in with a strong intent to help consumers in their buying process. This is aptly expressed in the brand’s tagline- “We help you buy”. The pillars on which this promise stands are Knowledgeable and helpful staff, wide range of brands and products, post-sale service assurance and International shopping experience.

Reiterating the same commitment to delight customers all along, Croma launched its own label products ‘Croma Life Accessories’ in 2008– with over 200 products in its portfolio that have a market share of over 25% in select categories like ACs, Small appliances and Accessories. 'Croma Life Accessories' has won the award for 'Brand Excellence in Private Label' for the 2nd consecutive year by the 'World Brand Congress' and is also the winner of the revered ‘Product of the Year’ award for its Portable AC.


With its own eCommerce website – – Croma is able to achieve online-offline synergies to bring great benefits to customers. Dedication and adherence to its brand promise has earned the company "Most Admired Retailer" – Consumer Electronics award for 6 years in a row from the Indian Retail Forum.



Often referred to as the “Alibaba of India”, Snapdeal’s vision is to create India’s most trusted digital marketplace that creates life-changing experiences for buyers and sellers. In February 2010, Kunal along with Rohit Bansal, started - India’s largest online marketplace, with the widest assortment of 5 million+ products across 500+ diverse categories from thousands of regional, national, and international brands and retailers. With over 25 million members and 50,000+ sellers, is the shopping destination for internet users across the country, delivering to 5000+ cities and towns in India. The company witnessed phenomenal growth in 2013-14, growing 600% from 2013 to 2014, making it the fastest growing e-commerce company in India, through its leadership the m-commerce revolution in India, with over 60% of its orders coming from mobile phones.


In its journey till now, Snapdeal has partnered with several global marquee investors such as BlackRock, Temasek, eBay Inc., Premji Invest, Intel Capital, Bessemer Venture Partners, among others.


For further information please contact:

Megha Ray

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Rhea Mukerjee

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+91 7506 388619


Annesha Deb

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Shweta Singh

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+91 9650430776

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