Croma, the large-format, multi-brand consumer durables and electronics chain
Croma, the large-format, multi-brand consumer durables and electronics chain from the House of Tata`s, has announced a tie-up with Wonderchef, a venture of Chef Sanjeev Kapoor to promote Healthy, Tasty and Convenient Cooking amongst Indian housewives. Wonderchef brings to Indian Homemakers a unique range of cookware, kitchen tools and accessories carefully handpicked by Chef Sanjeev Kapoor himself from all over the world exclusively to be launched at Croma outlets. Targeted towards the modern women, it will be an exclusive Club of enterprising women who themselves will be promoting these products through kitchen shows, which they conduct at homes and in select Croma outlets, where these products will be available. Speaking at the launch of Wonderchef, 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. Croma is delighted to be associated with Chef Sanjeev Kapoor`s Wonderchef, as its exclusive launch partner. This arrangement will enable us to offer our customers a unique opportunity to get a taste of Wonderchef`s extensive range of acclaimed products in a premium retail environment for the first time in India. Cooking can now be a lot more fun and proficient. To begin with, Wonderchef will be marketed, positioned and sold exclusively via Croma. We are confident that Wonderchef would derive tremendous mileage out of Croma`s rapidly growing customer base.” "Today`s consumers want design and functionality when selecting cookware and appliances for the kitchen,” said Chef Sanjeev Kapoor, “Wonderchef`s innovative cookware line keeps both design and consumer lifestyle in mind. We are bringing to India a contemporary range of cookware, kitchen tool and accessories. We are also giving an opportunity to Indian housewives to learn healthy, tasty recipes from Wonderchef Shows held at Croma stores. We hope to empower the Indian Woman by enabling her to create a business of her own, boosting her pride & household income.” Added, Mr. Ravi Saxena, MD, Wonderchef, “This is a most exciting development for Retail formats – it is a salute to Indian family values that Croma decided to offer in its stores a complete family experience, both for men and women. Croma would gain by giving relevant options to both sexes. And for Wonderchef it is a most amazing opportunity to target the right customers and educate them in the art of healthy and tasty culinary skills. The cookware and Bakeware we have chosen for Indian home promotes the value of Health, and also saves space in our tight kitchens”.