Croma's Gadgets Of Desire Focuses On Experiential Shopping

Designed to be compact as compared to regular Croma megastores, ‘Gadgets of Desire’ offers customers the entire range and capabilities of a full-fledged Croma store through the ‘widerthan-store’ service…

- Charu Lamba

In this fast-changing world, staying relevant in the retail sector is the formidable task. One company which has managed to stay abreast of the changes brewing in the sector while emerging as one of the fastest growing retail establishments is Tata Group’s retail arm, Infiniti Retail. 

A Deloitte report titled ‘India Matters: Winning in Growth Markets’ highlights the datum that India is likely to emerge as the world’s largest middle-class consumer market with an aggregated consumer spend of nearly ₹13 lakh crore by 2030. Infiniti Retail – which operates one of India’s most successful gadget stores, Croma – is thriving owning to this continuous inflow of disposable income.

Croma is the nation’s first large format specialist retail chain for consumer electronics and white goods and has successfully expanded into Croma Zip stores, Croma Kiosks as well as an online vertical, www.croma.com. The brand has also recently launched a first-of-its-kind premium format store, Gadgets of Desire in New Delhi. The brand has 27 Gadgets of Desire shop-in-shops all across India, but this is the first exclusive, standalone outlet.

Ritesh Ghosal, CMO, Croma says, “Croma has always been a customer-centric retail company and Gadgets of Desire is an attempt to bring Croma closer to the customer and make it a ‘go to destination’ for everything electronic. Designed to be compact as compared to regular Croma megastores, Gadgets of Desire offers customers the entire range and capabilities of a full-fledged Croma store through the ‘wider-than-store’ service.”

Croma Goes ‘Wider- Than-Store’