Interview on croma

Topic for on site project

Company name- CROMA
By – Group 2
E002- Shreyas Maheshwari
E058- Aarush Tibrewal
E045- Kartik Jhanwar
E069- Aadit Singhai
Group members interviewing croma
executives
INTRODUCTION
• Our main objective to study Croma was to ‘Understand Croma's position in the Indian
electronics retail market compared to competitors like Reliance Digital and Vijay
Sales.’

• Croma is a brand of Infiniti Retail Limited, which is part of the Tata Group.
• Croma offers a wide range of products from over 547 brands, including digital gadgets
and home electronics. Croma has over 515 stores in 171 major cities in India
• As the Croma manager Quoted ‘Founded in 2006, we cater to everyone's multi-brand
digital gadgets and home electronic needs. Croma offers a world-class ambiance and a
seamless omnichannel experience to shop in-store and online at www.croma.com.
 Key Initiatives to Motivate
Employees & Challenges
Croma, recognizes that motivated employees are critical to their success. To motivate their employees Croma takes
the following steps:

1. Employee Recognition Programs: Croma has developed a recognition system that highlights outstanding
performance through awards such as the “Employee of the Month/Week” and Gift cards .
2. Career Development: They offer various training programs and career advancement opportunities to help
employees develop new skills and progress in their careers.
3. Wellness Programs: They have introduced Wellness initiatives which would be including fitness programs and
mental health support.
4. Incentives: Bonuses and Pay raises, Paid time off and Gift cards, Training are some of the incentives very
frequently provided in the store.
 Enhancing Positive Workplace Attitudes

1. Non Formal Relationships between Employees: They encourage open dialogues between employees and
management to address concerns and gather feedback so that the employees feel at home and has a positive
friendly environment.
2.Employee Involvement: They involve employees in decision-making processes related to their work to boost job
satisfaction and they feel valued
3.Work-Life Balance: They promote a healthy work-life balance by offering flexible work hours and remote working
options where possible as many student interns or part time workers also do work here.
The challenges they face include maintaining this positive atmosphere across their diverse workforce and ensuring
that their initiatives are perceived as genuine and impactful. Balancing organizational goals with individual needs
can be complex, and they continually work on improving their approach.
 Diversity in Workforce: Age and
Gender

Their workforce is diverse in terms of age and gender, which brings a rich variety of perspectives to their
organization.
1.Age Diversity: They observe that younger employees often value career growth opportunities and that
is the reason Croma recruits younger employees who are willing to work part-time or interns and also
provides them with training. Work-life balance is what Croma’s experienced and the employees who are
with them for years prefer while so to emphasize their stability and job security they provide less and well
paid work hours.
2.Gender Diversity: Gender diversity has positively impacted workplace attitudes and Brand reputation so
Croma while recruiting doesn’t bias anyone and that is why their male to female ratio at the workplace is
6:4 although males are more but the major point being is that females are at a upper position which
concludes Croma’s equal work opportunities.
• We also gradually and time to time do events to promote diversity in the employees and one our
reasons to promote informal communication is to PROMOTE diversity.
 Strategies to Enhance Team Productivity

To enhance team productivity, they have implemented several strategies:

1.Clear Objectives: They set clear and measurable objectives and ensure that every employee
understands their role in achieving them.
2.Collaborative Tools: They utilize various collaborative tools and technologies like vokey talkeis to ease
their communication within the employees but more importantly facilitate the consumers with fast and
efficient service and project management.
3.Regular Training: Croma provides training to every employee whether old or new to consistently their
enhance skills and keep the team updated with the latest industry practices.
• One challenge they encounter is ensuring that all team members are aligned and motivated towards
common objectives as the company is diverse and regular check-ins and adjustments to their strategies
help mitigate these issues.
 Challenges at the Group Level

At the group level, some of the challenges they face include:

1.Cordination: Coordination between the employees is what sometimes lack in the employees
when a huge sale is ongoing.

2.Accountability: It is difficult when teams are large or dispersed to maintain accontability as

they address this by setting clear expectations of what every employee must do.

3.Work Allocation: Distributing work sometimes lead to disagreements as they strive to balance
workloads by regularly reviewing assignments or task.

4.Conflict Management: Conflicts are inevitable in any workplace and that is why Croma address
them through training for managers on effective conflict management techniques.
What are the various distribution channels of your
company?
• Croma utilizes a multi-channel distribution strategy:
1.Physical Stores: They have a network of retail stores across India where customers can experience their
products firsthand.

2.Online Store: Their e-commerce platform which is the Croma App and their website allows customers to
browse and purchase products online, with options for home delivery or in-store pickup they are also
available on Tata’s application.

3.Omni-Channel Integration: Croma ensure a seamless shopping experience by integrating their online
and offline channels, allowing customers to switch betweenn them easily.

• “This multi-channel approach helps us cater to different customer preferences and expand their reach.”
Quoted by the onsite Croma manager.
 What is the long-term goal of Croma and what kind of
brand image are they striving to create in front of the
audiences?
• At Croma, their long-term goal is to become the leading omnichannel electronics and consumer
durables retailer in India, known for providing exceptional customer experiences and innovative
solutions. they aim to achieve this through several strategic initiatives:

1.Expansion and Accessibility: they are focused on expanding their footprint both online and offline. This
includes increasing the number of their physical stores in underserved regions and enhancing their e-
commerce platform to reach more customers across the country.

2.Customer-Centric Approach: they aim to continuously enhance their customer service and experience.
This involves leveraging technology to provide personalized shopping experiences, improving their after-
sales support, and ensuring that their products meet the highest standards of quality and reliability.

3.Sustainability and Innovation: they are committed to sustainability and innovation. This includes
adopting eco-friendly practices, reducing their carbon footprint, and staying ahead of technological trends
to offer cutting-edge products and solutions.
 What kind of brand image is your company striving to create in
front of the audiences?
Croma brand image is centred around being a trusted and a customer-focused retailer. Specifically, they
strive to project the following qualities:

• Reliability and Trust: Croma wants their customers to view Croma as a reliable and trustworthy source
for their electronics and consumer durables. This is achieved through consistent product quality,
excellent customer service, and transparent business practices.

• Innovation and Expertise: Croma aims to position ourselves as experts in the field of electronics and
technology, By offering the latest products and staying updated with industry trends.
“We are seen as a forward-thinking retailer that brings the best of technology to their customers.”
Quoted by Croma.

• Customer-Centricity: Their brand image is also built around being highly customer-centric “We want
to be recognized for our efficient service, ease of shopping and our ability to understand and meet the
diverse needs of their customers.”- Manager CROMA
 How are these goals and brand image
communicated to your audience?
They communicate their goals and brand image through various channels:
1. Marketing and Advertising: their advertising campaigns and marketing materials are designed to reflect
their commitment to innovation, customer service, and sustainability. This includes digital marketing,
social media, and traditional media channels.
2. In-Store Experience: their physical stores are designed to offer a modern, customer-friendly
environment that reflects their focus on technology and customer service.

3. Online Presence: their they site and e-commerce platform are key touchpoints for communicating their
brand values. they ensure that their online presence reflects their commitment to quality, innovation, and
customer satisfaction.

4. Customer Interactions: Every interaction with their customers, whether online or offline, is an
opportunity to reinforce their brand image. their customer service team is trained to embody their brand
values and provide a consistent experience.

• By aligning their strategic initiatives with their brand image and effectively communicating these