Croma, the durables and electronics retail chain from the Tata Group launched their own brand of laptops, called er…Croma, recently. Interesting move from the retail major – one has seen store brands in commodities (sugar, aata) and low-end and low unit value categories (tissues, towels).
How will their entry into laptops be seen by potential buyers? The Tata name is a positive – but will the brand be able to sway consumers from a Dell or HP which is most likely to sit next to the Croma laptops? My bet is that will definitely get a dekho from the 2nd rung of potential buyers. If the first rung is the tech-savvy geek who will compare every feature with another brand, I believe there is another rung below who seeks value. They may not understand all the technical stuff but seek assurance of certain threshold level capability. The price and the Tata tag will be an advantage for them. What say? Does the Croma brand have the potential to get into other tech or consumer durables?