Croma ties up with Sweden’s Blueair for retailing air purifiers across its stores

by Shrutee K/DNS

Mumbai: Croma, India’s first large format specialist retail chain for consumer electronics and durables, has tied up with Sweden-based air purifying technology giant Blueair for a shop-in-shop experience across 25 stores in India. 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.

Mr. Girish Bapat, Blueair Director West and South Asia Region, further added, “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.”

Mr. Ritesh Ghosal, CMO, Croma - Infiniti Retail Ltd said, “We at Croma believe in helping consumers make the right choices. In a new category such as air-purifiers, 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 select Croma stores. BlueAir is a Swedish brand of international repute with a track record of serving customers across 65 countries.”

Blueair air purifiers are available in the ‘Blue’, ‘Classic’, ‘Pro Series’ and ‘Sense’ range at select Croma stores across Mumbai, Delhi, Pune and Bengaluru. All the ranges have industry leading design to deliver ultimate air purification regardless of the indoor or outdoor pollution.

Some of the key features of Blueair purifiers are as follows:

Blueair HEPASilent Technology: Blueair HEPASilent Technology captures 99.97% of all airborne particles down to 0.1 micron in size.

Energy Efficiency: On an average, it costs no more than a single light bulb to run a Blueair system continuously all day and night

Whisper Silent: The world is full of noise. Some things, like cleaner air, should be enjoyed silently. When the blue light is on, your Blueair is quietly working to improve the air you breathe indoors.

Award Winning Design: Designed to fit your sense of style, the sleek Blueair unit fits seamlessly into any home or office, enhancing not only airflow but the flow of your room. Its contemporary look has earned the Excellent Swedish Design award, one of the most prestigious in the industry

About Infiniti Retail Limited:

Since its inception a decade ago, Croma has become the one-stop-shop for all multi-brand digital gadgets and home electronics in India, having around 100 outlets across 19 major cities of India. Croma is India’s first retailer to provide a seamless ‘omni’ shopping experience through its stores, eCommerce website – www.croma.com – and the mobile App. With a strong desire to assist their customers in their purchase journey, Croma has always lived up to its brand tagline ‘We help you buy’ with its tech-savvy staff, product range, online presence and the will to help customers. From sending a technician to help a bemused elderly gentleman set up his printer in Chennai to delighting a customer in Dibrugarh, the eastern-most pin code in Assam with her dream phone, Croma understands the pulse of its customers.

Offering over 6000 products in the categories of Home appliances, Entertainment, IT products, Digital imaging, and Communication gadgets, Croma offers a holistic shopping experience where customers can build their own electronic universe. The chain has successfully synergized offline and online world, providing the new-age customer a user-friendly platform for shopping.

With this intent to delight customers all along, Croma launched its own label products in 2008. Brand Croma stands for – Life, More Beautiful; the promise is based not just on the beauty in the way they look but also the value they offer to a customer’s life. The range is a perfect fit, for those who desire a completely feature-packed and quality product without being married to any specific brand. Run by Infiniti Retail Limited, Croma is a 100% subsidiary of Tata Sons

About Blueair

Sold in over 60 countries around the world, Blueair delivers home and office users cleaner indoor air for enhanced user health and wellbeing faster than any competing air purifier thanks to its commitment to quality, energy efficiency and environmental care. A Blueair air purifier works efficiently and silently to remove airborne allergens, asthma triggers, viruses, bacteria and other pollutants.