Tata likely to partner with Amazon to offer voice controlled products and service

Tata group company Infiniti Retail Ltd is in dialogue with Amazon for voice-controlled products and home solutions. The omni-channel retailer, Croma was negotiating to use Amazon's Alexa (voice command virtual assistant) in its devices.

"Talks are on with Amazon but it has not been finalised yet," Infiniti Retail ED & CEO Avijit Mitra said. However, the company intend to launch 1-2 products which can interact and respond to voice commands this year preferably by the festive season.

"Amazon has the technology and we have the products under our private label," Mitra said. Whether or not these products from Infiniti's stable would be co-branded with Croma and Amazon's Alexa is not immediately known. Products could be like speakers, curtain openers and lights.

The voice-controlled devices could find use in both residential and commercial applications. In 2013, Infiniti Retail launched its private label under the brand-name, "Croma" coinciding with the retail chain's brand name.

Currently, the private label comprises 6-7 per cent of Croma's annual sales of Rs 4,800 crore, officials said. Croma, which is currently present across 29 cities, is looking to foray into 15-20 new cities this year.

Plans are afoot to increase its geographical footprint in around 200 cities in the next three years. The retailer currently has 130 stores and plans to add 65 more stores this year, the company said.

(With inputs from agencies.)