The durables retailer from the Tatas, Croma, on Wednesday roped in the world's largest online retailer Amazon to bring in the latter's Kindle to the domestic market.
The partnership involves Amazon expanding its Kindle Store, under which, Croma will hawk the Kindle hardware. The store will be featuring over a million books, including 70 of 100 Nielsen Bestsellers and allow consumers to purchase e-books by paying rupees.
Along with the Nielsen Bestsellers, Amazon will also offer works of local authors like Chetan Bhagat, Ashwin Sanghi, Ravinder Singh and Amish Tripathi, among others.
Croma will make the Kindle e-readers available to consumers across the country through its stores as well as through its online platform cromaretail.com.
"We are excited to be the first retailer here to offer the latest generation Kindle to our customers. This product will be launched exclusively in all Croma stores at an introductory price of Rs6,999," managing director and chief executive of Infiniti Retail that owns Croma Ajit Joshi said in Mumbai.
Amazon also launched Kindle Direct Publishing (KDP) for independent authors and publishers here.
"We are excited to work with Croma to make Kindle available at retail outlets across the country," Amazon vice-president for Kindle Content Russ Grandinetti said.