Bengaluru: Tata Group’s electronics retail chain Croma is deepening its push into the healthcare and fitness segment, with a focus on advanced wearables such as smartwatches, fitness trackers, and smart rings alongside partnerships with global brands like Oura, as it looks to tap into rising demand for preventive health technologies.
“At Croma, our expansion into the healthcare and fitness segment is centred on building a comprehensive portfolio of advanced wearables and preventive health technologies… This includes smartwatches, fitness trackers and smart rings, with a clear focus on products that go beyond basic tracking to deliver deeper, personalised insights,” said Shibashish Roy, CEO and MD, Infiniti Retail.
The move signals a broader category shift within consumer electronics retail, as devices increasingly move from fitness tracking to continuous health monitoring. Croma is betting on emerging formats such as smart rings, which offer “discreet, continuous health tracking with advanced insights on sleep, recovery and overall health,” Roy said.
The company is also leveraging partnerships to bring global innovations to India. “We are focusing on… partnerships with leading global brands like Oura to build credibility and accelerate adoption,” he said, highlighting the role of international players in shaping this nascent segment.
Croma’s healthcare portfolio will extend beyond wearables to include smart medical and wellness devices aimed at preventive health management, enabling consumers to track key health indicators regularly.
The expansion comes amid a visible shift in consumer behaviour. “Our entry into this category is driven by a visible shift… towards proactive and preventive health management,” Roy said, adding that growing awareness and advances in health-tech make this “the right time to scale our presence.”
The retailer plans to position the segment largely in the premium and mass-premium brackets, while maintaining some presence in the mass segment to drive wider adoption.
While still early, the company expects the category to gain meaningful scale over the next few years, driven by premiumisation and increasing consumer focus on health and wellness.
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