INDIA BUSINESS WORLD - March 16^th - March 31^st - 2008

DELL TIES UP WITH CROMA TO SELL PCS

Dell has said that it has tied up with Tata group’s Croma, a consumer electronics retailer, to sell its laptops and desktops through their chain of stores from April. It would be for the first time that Dell Products would be made available in India through a retail outlet in the country. Globally, Dell followed a direct sales model. However, from early last year, Dell has started selling its products through retail chains worldwide. It had announced relationships with Carrefour in Europe, Best Buy and Staples in the US and Canada, Gome in China, Bic Camera in Japan, Carphone Warehouse in the UK, DGSi and Tesco in various parts of Europe and Wal-Mart in the US, Canada, Brazil, Mexico and Argentina. Initially, customers would be able to place a customised order for a wide range of Dell products at select Croma stores in Mumbai, Dell India director communications Rajiv Ahuja said.