Croma

Croma

A TATA ENTERPRISE

Croma is India’s first national largest consumer electronic and durable store (claimed by company). Normally the size of Croma stores vary from 10,000 -20,000 sq ft. Croma is owned and run by Infiniti Retail Limited, a 100% subsidiary of Tata Sons. First store of Croma came into existence in October 2006 in Mumbai. Woolworths Ltd, the Australian retail giant, provides technical support and strategic sourcing facilities from its global network. Coma is positioned as electronic mega store. Tata group plans to set up 100 stores with an investment of 900 crore rupees. As of now Croma has 24 stores in 8 cities.

The highly competitive electronic retail market demands a communication differentiator. The brand strategy of Croma is "We won't sell, we help you buy". Customers can shop for 6000 products across eight categories in a world-class ambience. The store displays are organized to provide customer in selecting the right kind of products fitting their present and future usage. The sales staff is also trained to understand the customer needs and recommend the right product to the customer.

Croma is one of the first stores of its kind to use digital signage that includes displays on TV about product features and promotion within stores, kiosks and interactive Streme home theatre system.

Digital signage is a form of electronic display that is installed in public spaces.

 Digital signs are typically used to entertain, inform or advertise (together known as "adfotainment") and in turn for brand building. (source: Wikipedia)

Indian consumer goods market is expected to reach $400 billion by 2010 and is expected to grow at 10-15%. Retail players that have incorporated durable chain format in India includes Vijay sales, Reliance digital ,Sony world, Chennai-based Vasanth & Company; Sony Mony Electronics, Plug-In Sales and Sumaria Appliances in Mumbai; and Bangalore's Pai International and Girias are other players in this segment. This segment is highly competitive so companies normally differentiate on marketing and promotional front. Tata Croma celebrates all occasions, like Mother’s Day, Diwali, Christmas etc, with offers for customer segment.
Slow down in the Indian consumer markets and now recent Mumbai attacks on Taj Mahal hotel property put the pressure on the parent company to start the cost cutting. So it would not be surprising if in a days to come companies cut down on their lights, escalators, AC is not used during known rush hours, home delivery of products is stopped as it costs lot in transportation. It would be possible that there will be less discounts and promotional offers as they used to be in boom period. Therefore, for a year or so all retail companies might see a pressure on their financial sheets.