CROMA TIES UP WITH SWEDEN’S BLUEAIR FOR SHOP-IN-SHOP EXPERIENCE
Croma, India’s first large format specialist retail chain for consumer electronics and durables tied up with Sweden-based air purifying technology giant Blueair for a shop-in-shop experience across 25 stores in India. According to a ANI report: Blueair is the first company in the air purifying segment to have its own shop-in-shop experience zone at Croma’s Juhu outlet in Mumbai.
Under the tie-up, Blueair products will be retailed across 25 Croma stores in Mumbai, Delhi, Pune, and Bengaluru. The collaboration is a strategic move to bring the best air-purifying technologies to India through Croma’s expansive retail network. The tie-up will empower Indians to evade ill-effects of air-pollution on health by accessing the best technologies in indoor air purification.
“Air pollution is a major environmental and health problem affecting all age groups. The levels of particulate matter (PM) 2.5 have serious health implications as these tend to get lodged in the lung and can even enter the bloodstream. People with medical conditions such as respiratory problems, and children are the most vulnerable to air pollution. Our mission at Blueair is to help Indian women, children and men confront the health challenges posed by rising air pollution. This strategic tie up with TATA Croma brings us one step closer to our mission that will elevate people’s health and well-being by giving them access to cleaner air,” Director West and South Asia Region, Blueair, Girish Bapat was quoted by ANI as saying.
“We at Croma believe in helping consumers make the right choices. In a new category such as airpurifiers, consumers need greater hand-holding as the technology is less familiar. The need for engaging with the product and salesmen trained on the technical aspects of the product is far higher. Therefore, we have taken the decision to create an experience zone for Blueair in selected Croma stores. Blueair is a Swedish brand of international repute with a track record of serving customers across 65 countries,” says, CMO, Croma – Infiniti Retail Ltd., Ritesh Ghosal.