Croma, Snapdeal create brick & mortar plus online model

Tata Sons-promoted Infiniti Retail Ltd and Snapdeal.com 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 snapdeal.com.

As part of this tie-up, in the initial phase, Croma and Snapdeal.com 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, Kunal Bahl, Co-Founder & CEO, Snapdeal.com, said: "This is a big moment for us, where Croma and Snapdeal.com 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 Snapdeal.com. Further at Snapdeal.com, 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 and mutually beneficial partnership”.

On the occasion of this announcement, 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”.

Both brands would also be looking at exclusive launches of products and brands belonging to the select categories. Launched in October 2006, Croma has 96 outlets across 16 major cities of India and sells over 6,000 products.