Digitalisation of Croma

The most significant retail change fuelled by Covid-19 has been the ongoing expansion of
ecommerce. With the growth of online electronics buying, the Tata Group is allegedly
considering moving Croma from Infiniti Retail to Tata Digital. The action is in accordance
with Tata Sons Chairman N Chandrasekaran's ambition to house omnichannel commerce
businesses.

Tata Digital, the digital division of Tata Sons, was established in 2019 to explore new
business opportunities while directly catering to Indian consumers. The subsidiary, which
was created through the purchase of start-up’s, is in charge of Tata's super app, TataNeu,
which is now being tested by staff members of the Tata Group.

One of the reasons Tata Sons chose to transfer Croma's shares to Tata Digital is because
electronics is the top category with the largest percentage of all online sales.

In response to the growing popularity of online shopping, TCS, a subsidiary of the Tata
Group and a major player in the IT industry, recently announced that it would concentrate on
building B2B brands by offering SaaS solutions that would allow its clients to connect
directly with customers and increase sales volumes and scale.

The transfer of Croma to Tata Digital is said to be motivated by the rising proportion of
electronic goods in online purchases.

According to Tata Digital CEO Pratik Pal, small retailers should anticipate more advantages.
Big Basket and Croma are just two examples of enterprises that currently have significant
B2B operations. These brands already receive their supplies from small vendors and
merchants. Small vendors who do business with major brands will also profit as the presence
and growth expand. They will both gain from this modest merchant benefiting Croma,
allowing for a long-lasting and devoted partnership.