New Delhi, Sep 16 (IANS): Electronics retail chain Croma and e-commerce portal Snapdeal.com have entered into a strategic partnership to sell electronics products online, the retail chain said Tuesday.

Croma is run by Infiniti Retail Limited, a 100 percent subsidiary of Tata Sons.

As part of this tie-up in the initial phase, Croma and Snapdeal.com would jointly work towards market development initiatives, establishment of joint collaboration on customer and vendor outreach programmes and category development.

Both brands would also be looking at exclusive launches of products and brands belonging to the select categories, a company statement here said.

“This is a big moment for us, where Croma and Snapdeal.com will now leverage their offline and online presence respectively and work jointly to offer a more holistic shopping experience to consumers across the country.

“Further at Snapdeal.com, we have always focused on getting the best brands at affordable prices. With this partnership, we will now be able to expand our electronics products’ portfolio like never before. This will help us deliver great value to our customers by offering them the widest assortment of products housed by the Croma stores,” Kunal Bahl, co-founder and chief executive officer, Snapdeal.com said.

“Today’s dynamic retail industry demands an infrastructure that is equally robust on the online and brick-and-mortar fronts. Omni-channel retail is undoubtedly the way forward in the Indian retail industry, and therefore the association is designed to enable Croma and Snapdeal to leverage from each other’s strengths, to provide a winning proposition for customers and business alike,” Ajit Joshi, managing director and chief executive, Infiniti Retail said.