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.

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