Dell ties-up with Tata group's Croma to sell PCs in retail

NEW DELHI: Making its foray in the Indian retail market, leading PC maker Dell said on Tuesday it has tied-up with Tata group's Croma, a consumer electronics retailer, to sell its laptops and desktops through their chain of stores from April. It would be for the first time that Dell Products would be made available in India through a retail outlet in the country. Globally, Dell followed a direct sales model. However, from early last year, Dell has started selling its products through retail chains world wide.

It had announced relationships with Carrefour in Europe, Best Buy and Staples in the US and Canada, Gome in China, Bic Camera in Japan, Carphone Warehouse in the UK, DGSi and Tesco in various parts of Europe and Wal-Mart in the US, Canada, Brazil, Mexico and Argentina. Initially, customers would be able to place a customised order for a wide range of Dell Products at select Croma stores in Mumbai, the Dell India Director of Communications Mr Rajiv Ahuja said adding that the firm is planning to make the products available in other Croma outlets as well.

A Dell official Mr Michael Tatelman said: "The agreement with Croma will strengthen Dell's consumer presence in India, making our products more accessible to more customers. Our unique format will offer the advantage of Dell's direct model so that custom ers can call, click or visit and shop for a built-to-order PC with the latest technology," he added.

Croma is the consumer electronics retailer of Infiniti Retail Ltd, a 100 per cent subsidiary of Tata Sons. - PTI