Home >Companies >Croma and Snapdeal announce strategic tie-up

Mumbai: Tata Group company Infiniti Retail Ltd, which operates consumer durables and information technology (IT) retail chain Croma, and announced a strategic partnership on Tuesday through which goods available at Croma stores will now also be made available for purchase through

As part of this partnership, Croma and will jointly work towards market development initiatives, and collaborate on customer and vendor outreach programmes and category development. Both brands will also look at exclusive launches. Croma and Snapdeal have already launched Lenovo tablets exclusively on the platform and announced special offers on the Karbonn Titanium S10 mobile phone.

“This is a big moment for us. 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," said Kunal Bahl, co-founder and chief executive officer,

“Today’s dynamic retail industry demands 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 each other’s strengths, to provide a winning proposition for customers and business alike," said Ajit Joshi, managing director and chief executive officer, Infiniti Retail.

As e-commerce gains momentum in the country, organized retailers are looking at so-called omni-channel retail. This essentially involves the use of multiple channels including mobile, web or stores to reach customers. Earlier in September, the Future Group, the parent company of Future Retail Ltd, Future Lifestyle Fashions Ltd and Future Consumer Enterprise Ltd announced an investment of 100 crore to roll out its own omni-channel retail strategy over the next 18 months. Even Shoppers Stop Ltd, which runs the department store by the same name and books and toys chain Crosswords, is in the process of drafting its omni-channel strategy which will be rolled out over the next 24 months.

India’s overall retail market is estimated to be worth $554 billion, with organized retail accounting for 8% of this and online retail just 0.4%. However, online retail is growing fast. “Online retail is expected to see 50-60% CAGR (compounded annual growth rate) in the next three years," said Ajay Srinivasan, director, Crisil Research.

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