Ajit Joshi, who used to drive the business at electronics retailer Croma (a Tata Enterprise as its CEO and MD), has now joined online furniture portal Urban Ladder.

Joshi joins the Bengaluru-based startup as its President & Chief Operating Officer.

However, Joshi quit Croma in 2015 to join Reliance Industries as the CEO of RIL's convention centre.

Joshi comes to Urban Ladder with over 30 years of professional experience and has been instrumental in building some of India's finest retail brands, including Croma and Shoppers Stop.

Joshi was instrumental in bringing in an omnichannel strategy at Croma and would be applying the same at Urban Ladder, which also plans to go offline soon.

Ashish Goel, founder and CEO at Urban Ladder, said, “As we prepare for the next phase of growth, it is important to strengthenthe leadership team with rich experience and subject expertise. Ajit’s addition to the team is a crucial step in scaling our retail and growth strategy and win on offline distribution. Ajit’s vast retail experience will be an invaluable asset to us and will help us build a distinctive buying experience across channels."

Urban Ladder, which is backed by Ratan Tata, recently launched its first flagship experience centre in Bengaluru and has received an overwhelming response from customers. The brand will scale its retail presence across Bengaluru and other cities to become the largest furniture brand in India by March 2018.

“Urban Ladder has made an incredible foray into retail with the first flagship experience centre in Bengaluru. In the past five years we have carved a niche in the furniture space with innovative design and exceptional customer experience. We have done a great job of making houses into homes for people across India. Having established ourselves as a leader in online furniture, I’m now looking forward to the team conquering physical retail in the coming months,” said Ajit Joshi, President & COO, Urban Ladder.