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Dell picks Tata's Infiniti to retail PCs in India

By John Ribeiro , IDG News Service , 03/25/2008
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Dell has signed up Infiniti Retail, a subsidiary of India's Tata Group, to sell its laptops and Dell computers. Starting in April, Infiniti will offer these products through its Croma consumer electronics and durables stores in India.

Consumers will however not be able to walk in and pick up a Dell laptop or desktop, a company spokeswoman said on Tuesday.

Instead, the customer will get to "touch and feel" the Dell computers at Croma, compare them with products from other brands, and then place an order for a customized product. "This is what customers wanted from us," she added.

After the order is placed at a Croma store, Dell will deliver the products to consumers at their homes within a week, the spokeswoman said.

The tie-up with Infiniti is Dell's first for retailing its products in India, even though the company has started offering its products through retail chains in other countries, including the United States, Europe, Japan, and China. The arrangement with Infiniti is not exclusive, and Dell is exploring additional options as well, the spokeswoman said.

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