Croma Bangalore

Owned by one of India's largest conglomerates, Tata Group which registered revenues of Rs 129994 crore (US $28.8 billion) in 2007, and in a technical and sourcing agreement with Woolworth, Australia's largest retail chain at Rs 107575 crore (US $27 billion), Croma is part of Tata Group's foray into the promising retail sector, Infiniti Retail. A stellar pedigree coupled with technical support and strategic sourcing facilities from the global network of a retail kingpin are converted into a unique proposition that centres on the consumer.

Croma, with a 'we help you buy' philosophy, is redefining the space in which it operates. Until recently, Bangalore's electronic retail sector was fragmented and dominated by regional players, with individual brands either setting up their own showrooms or showcasing limited products through agents.

Following the success of the first Croma store at Eva Mall, the company launched a 15000 sq ft store in Koramangala and established itself as India's first and largest national chain of multi-brand outlets showcasing electronic and durable products. The stores in Mumbai, Ahmedabad, Surat, Pune and now Bangalore reproduce the tried and tested Croma blueprint of an unparalleled range of brands, product diversity and excellent customer service.

The personnel at Croma match budgets to brands as they guide customers through the spacious outlets at Eva Mall and Koramangala. From home entertainment to gaming software, you name it and the store's well trained staff will help you find it. "Our store allows customers to touch, feel and experience the products before they buy it. Live demonstrations across all categories and well informed customer service specialists ensure that the customers' every buy is their best buy," says Joshi.

Croma sells products ranging from high definition TVs, DVD players, dish washers, laptops and desktops, mobile phones and their accessories, handycams and even gaming software, and thanks to exclusive sourcing agreements, they hit the store's shelves first. "Croma has always been the first to launch the latest products even before they are available anywhere else in the market. We are the first to bring in any new gadget into India in order to keep our customers abreast with new products and technologies”, Joshi adds.

With so many products under its roof combining high quality and best price, Croma maintains a high criterion when it comes to selecting the brands and the products they display. "We gauge the demand of the customers and make sure all our offerings suit their requirements. We ensure our merchandise mix gives them a wide spectrum to choose from," assures Joshi.

With more than 15 successful stores launched around India since its inception in October 2006 as stand alone properties in shopping destinations or in leading malls, Infiniti Retail has big expansion plans in the pipeline.

The number of Croma stores will increase to 100 by 2010, with the average size of stores being 15000 to 20000 sq ft. With such ambitious plans for the store, Ajit Joshi feels certain that Croma's USP will help define the future of Bangalore's retail sector. "We are a national brand and have a huge range of products. Moreover, we endeavour to help customers buy. We are, in a word, a cut above the rest," says the confident CEO.