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Mr Ajit Joshi

Our Bureau

Pune, Aug. 30 Croma, the chain of electronic and consumer durables mega stores from the house of Tata, is experimenting with mailing product catalogues with information on best buys and offers to a cross section of customers beginning September.

The new initiative, that is obviously aimed at riding the buying wave that begins to gather momentum in the run-up to the Ganpati festival, will first be implemented in Mumbai, Pune and Ahmedabad, Mr Ajit Joshi, CEO and Managing Director, Infiniti Retail Ltd, said.

Speaking at the launch of the first Croma store in Pune at Ishanya mall, off Airport road, he said that around 70,000 such catalogues are being sent out in Pune alone. A second store was also launched later at Krome mall on Solapar Road, taking the total tally of Croma stores in India till date to eight.

Elaborating upon the road map, Mr Joshi said that the company plans to roll out 40 stores, typically between 10,000 and 20,000 sq ft each, by the end of March 2008. By March 2010, it targets 100 stores in Delhi, Bangalore, Hyderabad, Baroda, Chennai, Surat, Mumbai, New Mumbai, Ahmedabad, Nashik and Pune with locations at high streets or malls.

Croma outlets will stock 6,000 products and 180 national and international brands under eight categories namely home entertainment, small appliances, white goods, computers and peripherals, communication, music, imaging and gaming.

Infiniti Retail Ltd, owner of the brand, is a 100 per cent subsidiary of Tata Sons.

It has tied up with Australian retail major Woolsworths Ltd to source all the products.

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