In April, Croma is planning to enter the LCD (liquid crystal display) category. Moreover the products will be originally made by the company and will compete in its own stores, alongside with other industry majors like LG, Samsung, Videocon and Sony. Croma is a consumer durables' chain owned by Tata Sons.

Croma which currently has 43 outlets in India had started the marketing of its exclusive branded products about two years ago.

On the other hand it is planning to increase the number of outlets to 75-80 by the end of this financial year.

Apart from increasing the store the company will also increase the number of exclusive products under its banner, starting with the LCD range of televisions.

The company had already started its strategy by entering into a tie up with retail giant Woolworths (in December), which is now its official sourcing partner. With this tie-up, the company had gained 25 per cent market share in the microwave segment.

On the other hand Ajit Joshi, chief executive officer and managing director, Croma said that the company is setting up a supply chain and consolidating it for various products like LCDs and washing machines with LCDs, entering the market by April and will be sold at lower prices than the market price

Croma also said that the sales of its private label which also included other brands accounted for 12 per cent of total sales. The company claims that Vu, a brand promoted by Croma has raked in about five per cent of all LCD sales in the stores, and is looking at taking its share up to 20 per cent by the end of the financial year.

Mr. Joshi added that the company plans to add innovation to the already existing brand of Vu and will promote it as a private Croma label by next month.