Infiniti Retail Ltd, the wholly owned subsidiary of Tata Sons, which runs the multi-brand electronics store chain Croma, has launched an online version of its property at Quite similar to its physical stores, Croma’s online store claims to offer more than 6,000 products and 180 brands in eight categories including phones, cameras, computers, entertainment devices, home and kitchen appliances, gaming devices, and electronic accessories. The store is powered by Interface Business Solutions, which has previously built sites for various Tata brands like Tata Docomo, Tata Tele services, Tata Walky, Tata Photon, as well as other brands like Samsung, Maruti, Bajaj and Globus.

Our Take


The site is divided into various sections like ‘What’s new’ which features its latest offerings, ‘Hard to Find’ which showcases nifty gadgets and ‘Recently sold’  which as the name suggests, features the latest additions on the e-commerce portal.

The navigation bar has a popup menu, which allows users to hover over any product category like phones, cameras and computers to browse through any sub-category like mobile phones, television, digital cameras, and DVD players or browse through any specific brand of their preference like Apple, Sony, Samsung, LG, Nokia and many more. Interestingly, Croma seems to have integrated its self-branded electronic merchandise along with other merchandise, rather than providing a dedicated section for its self-branded products, although it is listed as one among the brands in the popup menu. Apart from these, there is a keyword-based search box which allows users to search for their favorite product.

After choosing their preferred sub-category, users can refine the results based on various features, brands, price range and other product specific attributes. Users can also sort the results by relevance, latest items, or in the alphabetical order. There is also a comparison engine which allows users to compare the products on various criteria.

Besides this, Croma also offers buying guides and tips across various products categories, allowing users to browse through general information about any specific product category like the basic features one could expect, top brands or products in that category, key differences between them and so on.

There is also a dedicated ‘Croma Zone‘ which at the time of writing this article, directed users to download an installer for Croma Apps, a co-branded app store by the retailer and Intel App Up. We wonder why Croma hasn’t featured its self-branded products here which would’ve helped in better discovery, rather than mixing it with other products.

As an interesting aside, Croma Retail seems to be the only third party e-commerce portal offering Intel and Lava’s new smartphone XOLO 900, and with the company being an authorized reseller for Apple products, one could expect this online store to become an unofficial online channel for the upcoming new iPad and other Apple products in India.

Delivery and Shipping

As of now, the payment modes include credit cards, debit cards and net banking. There is also a 3, 6, 9 and 12 month EMI option for HDFC and ICICI bank credit cards on orders of Rs 2,000 or higher. Shipping is currently free and Croma claims to deliver goods to all deliverable locations in India within 7 days. However, it did ask our pincode to verify if the company delivers in that specific area and noted that the price might vary depending on the user’s location.


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