m India·s first national, large format, retail

chain for consumer electronics and

durables.

m Croma , managed by Tata Group's Infiniti

Retail ltd.

m Aims to offer its customers a unique

shopping experience.
m Infiniti Retail Limited , is a 100% subsidiary
of Tata Sons Ltd., promoted to operate in
the promising consumer electronics retail
market that is evolving in India.

m Infiniti Retail Ltd., will own and run the

retail operations in India, while
Woolworths will provide technical support
and strategic sourcing facilities from its
global network.
V With the philosophy of ¶We help you buy·,
this high tech store promises to provide
world class service through a team of
highly qualified and trained staff, the best
product range in India to choose from and
great prices on a consistent.
V The central concept in the Croma store

m provide wide display of items

m allow the ´touch and feelµ
m experience for customers and ensure
that trained staff are always there to
help customers to make their right
choice..
V The first ¶Croma· store was inaugurated on
9th October 2006, in a suburb of Mumbai,
Juhu.

V InfinitiRetail Limited launched 30 such

large format stores across the country by
2008.

V Infiniti Retail has ambitious plans to

expand across India with at least 100
stores by 2011a
V Mumbai
V Pune
V Gujarat
V Chennai
V Bangalore
V Hyderabad
V Aurangabad
V Delhi NCR
V Head Office Address :
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m These electronics mega stores, will offer
the country·s widest range of consumer
electronics products across categories and
brands

m With more than 6000 products, 180 brands

and 8 categories
Croma has over180 brands and 6000 products for
you to choose from
V Own brand
V Computers
V Home appliances
V Communication
V Gaming
V Small applications
V Large application
V Imaging

apart from that Croma, plans to launch new

products in rich categories such as jewellery.
m The stores will be spread over 15000 to
20000 sq. ft.

m At Croma , well-trained store advisors, who

have an in-depth knowledge of the
products, guide, advise and help you
choose a product that's just right for you.
Our aim is to ensure that our shoppers
make informed purchases.
V Ajit Joshi, managing director and chief
executive of Infiniti Retail, which runs
Croma Stores.
V Ajit came in with a lot of experience in the
service industry with successful stints in
the hospitality space as well as in retail
arena under his belt.
V Chain runs 34 stores and is expecting
upwards of Rs 1,100 crore in revenues in
the current financial year, a big jump from
the Rs 657 crore of 2008-09.
V Tata·s have made significant investments in
Infiniti Retail, of Rs 220 crores, despite losses
incurred by the chain in the past two years.

V The chain is planning to double the number of

stores by the end of 2011 and will invest Rs
150 crores to open 18 more stores in the
country by the end of this financial year.
V Croma realized early on that it had to
enter the market with a differentiated
offering and format from the current
players to meet the latent needs of the
consumers in order to be really successful
in this market.

V An analysis of the market showed the

market was then populated with price
focused local players and that there was
limited endeavor to understand and meet
all the needs of the consumera
V There was no one player which offered a one
stop shop for technology and consumer
products, with offerings across brands, price
points, product range to suit the varying needs
of customers as well as serving diverse
customers from different strata of society.

V The existing formats did not offer trial rooms

for testing highly sophisticated gadgets with
product display and trained staff to assist and
provide support and actual demonstration of
the use of the product.
V Give optimum service to customers, and
extended warranties on products from Tata AIG
General Insurance.

V Croma sales people have visited clients' homes

to measure the size of their bedrooms and
recommend a TV. They have also visited
kitchens to measure the space left by the
architect for the fridge and recommend one
accordingly.

V Croma also makes recommendations, based on

the energy- and water-saving potential of the
product.
V Atthe store, clients are encouraged to get
a feel of the product they intend to buy.
The mobile phones are pre-activated and
the 45-odd laptops and computers on
display are Wi-Di connected, so clients can
browse the net and decide which one to
buy.
V The recruitment process that Croma
follows for new stores has saved the
company lacs in spending on advertisement
and recruitment consultants.
V This process also allows ¶just-in-time·
recruitment and ensures that the company
does not overstaff. Before any store opens
(around 2 months before the opening
date), the preparation work starts in the
new stores.
V Thisis the time where Croma advertises
simultaneously to future customers and
potential candidates the openings of the
new store.

VA walk-in interview occurs 45 days before

the scheduled time of opening and the
store gets more than 80% of the personnel
required from this simple and economic
source of candidates.
V The company encourages its young and
vibrant workforce to focus on achievement
through collaboration and innovation.
V On monthly basis, divisions are given
targets based on units sold the target set is
a team target and the achievement of this
target will mean payment of incentives for
the complete team.
V Similarly, failing to achieve this monthly
target means that nobody from that team
gets incentive.

V This model seems to work very well as the

ratio of stores achieving their targets is
between 60 to 80 % in any given montha
V Product understanding and RSS - Retail
Selling Skills are key modules that help
improve customer service in associates.
V Before a new store opens, a specialized
team travels to the new location to coach
the new team.
V Croma also has a planned refresher training
periodically to ensure that everyone is
abreast with the latest in both soft and
hard skills.
V Thecroma stores directly SEGMENTED the
areas they wanted to work upon i.e cities
with high per capita income or simply
metro cities.

V The stores are designed in a contemporary

fashion with state of the art architecture
to give you the best experience while
shopping.
V Strengths:being a tata concern it already
had consumer trust and a
huge capital.

V Weakness: it was heading into a market

which was already being dominated by
NEXT, videocon group, which plans to open
another 300 stores soon ,reliance digitala
V CROMA had a large opportunity ahead because
of the increasing retail business. the sector is
growing tremendously at a fast rate.

V THREATS:
THREATS were the players in the market which
had already invested huge in retailing and
were having a good market share
already..threats were also the local dealers
and distributors which were blooming because
of personal factors like loyalty etc.
V As even I visited croma and analyzed there for
an hour. I found out that customers when they
enter get to see a lot of products and
variations, they feel delighted because of the
neat and good
ambience and most of them do find a product
which suits there need.
V And a salesman told me that most of customers
look for products ranging between 15000-
20000.they have over 6ooo types of products.
V consumers are accepting it and buying from it.
it has increased its market share rapidly and
croma intents to reach 100 store mark by
2012.
V Croma wins 'Most Admired Retailer 2010¶

V Thecompanya posted a turnover of Rs1,110

crore in 2009-10
V Ithas created formidable brand value and
all within only 4 years of existence. While
a number of retailers are struggling for
survival and others are on the verge of
either closure or merger or being sold off
because of economic meltdown.
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 Thank you
Mrs. Sharmila devi