Tata’s Croma launches private label

22 Dec 2008
Croma, the consumer durables and electronics retail arm of Tata group, has launched its private label of electronic goods under the brand name Croma. Further, the company has tied up with Australia’s leading electronics retail chain Woolworths to run the label and targets 20 per cent Croma turnover from these labels, said a top company official.“After a stringent selection process of sourcing, quality testing and identifying unique lifestyle products, we have finally launched our private label brand Croma. We will be outsourcing products from China and evaluate the option of India as well,” said Ajit Joshi, CEO and managing director, Infiniti Retail, which runs Croma. Infiniti Retail is a 100 per cent subsidiary of Tata Sons.Croma would offer niche lifestyle products like wine cellars, foot spa besides the mainstream durables and appliances including air conditioners, irons and vacuum cleaners in all the 24 cities in India.