Croma launches 'Steel Series'professional gaming gear for the first time in India

Company Brief

Mumbai, August 12, 2009

Croma, the large-format, multi-brand consumer durables and electronics chain from the House of Tata's, today launched hi - end gaming accessories from the brand 'Steel series'. Targeted towards the youngsters, this is an endeavor from Steelseries & Croma to power E-Sports in India. The launch occasion saw some of the best gamers in India in action as they tested the products & shared their experience of the high end gaming accessories.

Speaking at the launch of Steelseries, Mr. Ajit Joshi, CEO & MD, Infiniti Retail Ltd, said, "At Infiniti Retail we are constantly looking at ways in which we can add value to our customers shopping experience. As a part of providing superlative gaming experience to the youth, we are launching hi end gaming accessories from Steel series exclusively available at our stores. This arrangement will enable us to offer our customers a unique opportunity to sample professional gaming equipment, developed by the best in the world."

Talking about the concept, Mr. Kim Rom, VP Global Marketing, Steelseries, Denmark, said, "Aug 11 marks the dawn of a New Era in E- Sports in India. Steelseries  from Denmark, the number 1 E- sports company in the world has today launched the next generation professional gaming gears through Croma at an affordable price for the Indian Gamers by providing them a Gaming Kit at almost 50 % of the value. Steel series sponsors most of the important gaming events worldwide and this is their contribution to promote the Gaming Community in India."

He further added, "Steelseries and Croma are also organising a PAN India gaming Competition in September 2009. The wining team will be taken to Sweden to interact, learn and play with the world's best team Fnatic/ SK gamers."

The next generation gaming equipment for professional gamers is available at an introductory offer of Rs. 3299 and will be available exclusively all Croma mega stores across Mumbai, and will be rolled across India, over a short period of time.

'Croma' - Enhanced Shopping Experience

The 'Croma' mega-stores will offer consumers the following benefits:

Largest Product Offering: 'Croma', mega-stores offer consumers a wide range of products across 8 categories of consumer electronics and durables and the Information technology products.

We Help you Buy: At 'Croma', we help you buy! The burgeoning advancement in the consumer durables category presents a unique challenge for marketers and customers - 'extensive choice'.  In an effort to help consumers make informed decisions, 'Croma' has trained professionals who have undergone extensive training and have in-depth knowledge of the products and brands available at the store. This therefore enables them to do a quick feature benefit analysis and suggest the right product to the customer.

National Brand: 'Croma' is India's first nationwide Electronics Mega Store offering a unique shopping experience consistent across the country.

For further information, please contact:

Vaishnavi Corporate Communications

Stuti Singh

Mobile: 9867035866

Email: ssingh@vccpl.com