Mumbai: Tata group’s consumer durables and electronics chain, Croma, has tied up with chef Sanjeev Kapoor’s Wonderchef Home Appliances to exclusively retail imported kitchenware in India.
Targeted at the modern Indian woman, Wonderchef will market cookware, kitchen tools and accessories imported from Italy, Germany and UK through Croma Megastores across the country.
The company, which currently sells products through 100-odd members, will invest about Rs25-crore in FY10 to spread its reach.
“We will be investing about Rs25-crore this year to increase product reach through Croma as well as through our members,” Wonderchef Home Appliances managing director, Ravi Saxena, told the agency.
The products made by Italy’s Ballarini and Pavoni and Germany’s Prodynamic will be available in two Croma stores in the city immediately.
“This arrangement will enable us to offer our customers the extensive range of Wonderchef products in a retail environment. It will be sold exclusively via Croma,” Ajit Joshi, CEO and MD of Infiniti Retail Ltd, which runs Croma, said.
Wonderchef will promote its products through kitchen shows within Croma stores.