Retail giant Bajaj Electricals creating exclusive online product range

Last month, Tata explained how it would stop selling electronic products on ecommerce marketplace, Snapdeal and instead would focus on promoting its products online through its retail chain, Croma. While there are sceptics out there who feel that Croma will find it difficult to compete with the likes of Reliance Digital using this strategy, Croma plans to go full steam ahead with its omni-channel approach. Tata is not the only major household name experimenting with innovative ecommerce models.

Bajaj foraying online with a twist

Bajaj Electricals Limited (BEL) is the latest retail giant to make its online presence felt, but simply creating an offline to online approach is not enough for the leading consumer durable firm. It plans to roll out an exclusive range of products, which it hopes will be snapped up by the consumer.

Some products will be manufactured to be sold on both platforms, although a specific portfolio of products will be created for online shoppers. The idea behind the exclusive range is that as of yet not enough research data can be gathered on online customers tastes, so designing separate products with a different quality is the plan. Bajaj confirmed that the same warranty policy would be available for both its online and offline range.

“The final shape to the proposal would be given at the next annual general meeting in next 3-4 months. The exact number of products to be included in the portfolio for the e-commerce segment would be decided when the proposal would be finalised. The products would be available only on the company’s e-commerce platform and not on the other online company sites,” said Anant Bajaj, Joint Managing Director, BEL.