Daybreak How Croma became the victim of Tata Digital's endless quest for relevance
7 snips
Jun 30, 2025 Croma finds itself at a crossroads under Tata Digital's oversight. Despite being a revenue powerhouse, it’s become the testing ground for constant strategic shifts. The transfer of its marketing team and the resulting identity crisis have contributed to significant losses. However, with a customer base of 20 million, there's untapped potential for growth. The challenge remains: how to leverage this valuable asset amidst ongoing confusion and competition.
AI Snips
Chapters
Transcript
Episode notes
Croma's Dual Role in Tata Digital
- Croma is Tata Digital's crown jewel but also its experimental lab causing business model cracks.
- Despite losses, its 20 million customer base holds potential for a turnaround if properly tapped.
Marketing Consolidation Challenges
- Integration of Croma's marketing under Tata Digital aims to streamline costs but causes ecosystem migration issues.
- Past attempts to consolidate Tata brands like New app created visibility conflicts, signaling risks to current strategy.
Unrealistic Sales Pressure Anecdote
- One buying team member joked management expects Diwali-level sales daily without guidance.
- Online smartphone sales fell 25% due to reducing deep discounting to avoid cash burn.