Shibashish Roy: The Mastermind Behind Croma’s Growth, Now Leading as CEO

Shibashish Roy drives Croma, India’s largest and most trusted consumer electronics retail chain. As the new CEO and MD of Croma with effect from April 1, 2025, Roy has transformed the brand into an INR 12,000+ crore empire that operates over 550 stores across more than 220 cities in India.

Roy’s sharp business mind and customer-first approach have made Croma a household name, synonymous with innovation and reliability in electronics.

From spearheading omnichannel expansion to pioneering AI-driven retail experiences, Roy’s leadership has kept Croma ahead of competitors like Reliance Digital and Vijay Sales. Let’s dive into his journey, leadership style, and the strategies that have cemented Croma’s dominance in India’s fast-evolving retail sector.

Shibashish Roy - Biography

Shibashish Roy - Education
Shibashish Roy - Career and Leadership at Croma
Shibashish Roy - Digital Transformation and Omnichannel Strategy
Shibashish Roy - Recent Initiatives and Expansion Plans
Shibashish Roy - Leadership Insights
Shibashish Roy - Interesting Facts

Shibashish Roy - Education

Shibashish Roy earned a Bachelor of Engineering (B.E.) degree from Birla Vishvakarma Mahavidyalaya, followed by an MBA in Management from IIT, Kharagpur. His academic background has equipped him with a robust foundation for leadership in the retail and e-commerce sectors, helping him drive transformative changes in the industry. 

Moreover, this educational journey has played a critical role in shaping Roy’s ability to innovate and lead in a competitive business environment. His technical expertise, along with a deep understanding of supply chain management, has been a key driver behind his success in strategic roles within the Tata Group. 

With a strong analytical mindset and business acumen honed through years of academic and professional experience, Roy continues to push boundaries, making Croma a leader in omnichannel retailing in India. His continuous pursuit of knowledge and ability to adapt to the evolving market landscape underscore his reputation as a forward-thinking leader in the Indian retail sector.

Shibashish Roy - Career and Leadership at Croma

Shibashish Roy’s leadership at Croma has been marked by innovation and a deep understanding of consumer behavior. With extensive experience in retail and e-commerce, he has played a crucial role in integrating Croma’s in-store and digital presence, ensuring a seamless omnichannel experience for customers. His initiatives have propelled Croma to the forefront of India’s consumer electronics market.

As Chief Operating Officer, Roy has been at the helm of Croma’s expansion, driving growth through data-driven decision-making, digital transformation, and operational excellence. His initiatives have not only enhanced the brand’s visibility but also fortified its reputation as a trusted name in consumer electronics retail. 

By integrating online and offline experiences, he has successfully positioned Croma as a pioneer in the omnichannel retail market, making shopping more convenient and intuitive for customers. 

In 2024, Croma took a giant leap forward in its mission to make technology accessible to every Indian. The brand expanded its footprint to over 200 cities, bringing the latest gadgets and electronics closer to millions. Moreover, Croma offers convenience with the launch of a rapid 10-minute delivery service, ensuring customers get their favorite tech products faster than ever before.

Before assuming his current role, Roy played a pivotal part in shaping Croma’s marketing strategies, category management, and business expansion efforts. His expertise in brand positioning, customer engagement, and market analysis has significantly contributed to Croma’s dominance in the retail sector. Through his leadership, the company has leveraged data analytics, AI-driven insights, and cutting-edge technology to personalize customer interactions and improve overall satisfaction.

Shibashish Roy - Digital Transformation and Omnichannel Strategy

Under Roy’s guidance, Croma has integrated an aggressive omnichannel strategy. Recognizing the shift in consumer behavior towards digital platforms, he has focused on integrating online and offline experiences through:

• Hyperlocal Delivery: Reducing delivery times by using Croma’s extensive retail network.
• Personalized Shopping Experience: Implementing AI-driven recommendations and customer engagement models.
• In-store Digital Integration: Enhancing store experiences with digital kiosks and real-time inventory tracking.
• Seamless Online-to-Offline Transactions: Enabling customers to purchase online and pick up products at stores or vice versa.

Shibashish Roy - Recent Initiatives and Expansion Plans

Croma, under Roy’s leadership, has been aggressively expanding its footprint across India. Recognizing the growing demand for consumer electronics in emerging markets, the company has implemented several key initiatives to drive sustained growth and enhance customer experiences. These initiatives include:

Store Expansion 

Croma has strategically expanded into Tier 2 and Tier 3 cities, bringing its premium shopping experience to a broader customer base. This move ensures that customers in smaller cities have access to the latest technology and top-tier customer service, further strengthening Croma’s brand presence in India.

Sustainable Retailing

Croma has integrated eco-friendly practices into its operations as part of its commitment to environmental sustainability. From energy-efficient store designs to comprehensive e-waste management programs, Roy has championed responsible retailing, ensuring that the brand aligns with global sustainability goals while catering to environmentally conscious consumers.

Tech Innovations 

Croma has introduced cutting-edge digital innovations to enhance in-store experiences. Interactive kiosks, AR-assisted shopping, and AI-powered customer support are some of the technological advancements aimed at improving engagement and providing customers with a seamless and immersive shopping journey.

Loyalty Programs

Understanding the importance of customer retention, Roy has led the development of enhanced loyalty programs that offer personalized rewards, exclusive discounts, and tailored shopping experiences. These initiatives have strengthened customer relationships and driven repeat purchases, solidifying Croma’s position as a preferred electronics retailer.

Collaboration with Tata Ecosystem

Croma has strengthened its synergy with Tata Neu and other Tata brands leveraging its parent company Tata’s extensive digital ecosystem. This strategic collaboration has enabled cross-platform engagement, providing customers with a more integrated and rewarding shopping experience across multiple Tata-owned platforms.

Additionally, Roy has focused on strengthening Croma’s back-end supply chain infrastructure to support the company’s growing e-commerce operations. By optimizing logistics, improving inventory management, and ensuring faster delivery services, he has enhanced Croma’s ability to meet the rising demand for online shopping.

 These strategic efforts have positioned Croma as a leader in India’s consumer electronics retail landscape, ready to embrace future market opportunities.

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Shibashish Roy - Leadership Insights

Shibashish Roy’s leadership philosophy is deeply rooted in agility, innovation, and a people-first approach. His ability to combine strategic thinking with quick execution has set new benchmarks for Croma’s growth. Some of his core leadership principles include:

• Data-Driven Decisions: Roy has embedded real-time analytics into Croma’s operations, optimizing product assortments and enhancing inventory efficiency. This approach ensures that customer preferences are met with precision while reducing waste and improving supply chain efficiency.
• Agile Execution: One of Roy’s key successes has been scaling the Croma Subscription service from a pilot phase to a nationwide offering in just six months. This rapid expansion demonstrates his commitment to innovation and responsiveness to evolving consumer needs.
• Employee First Philosophy: Roy firmly believes in the principle that "Happy employees create happy customers." In an internal memo from 2023, he emphasized fostering a positive workplace culture where employees are empowered, motivated, and aligned with the company’s customer-first vision. 

Shibashish Roy - Interesting Facts

• Omnichannel Visionary: Under his leadership, Croma’s online sales grew from 12% in 2018 to over 30% in 2024, reinforcing its digital dominance.
• Tech-Driven Leadership: Roy spearheaded AI-driven inventory management, reducing stock wastage and enhancing supply chain efficiency.
• Employee-Centric Leader: Known for his "Happy employees create happy customers" philosophy, he has prioritized workplace well-being and employee engagement.
• Integration with Tata Neu: He played a key role in integrating Croma into Tata’s super app, Tata Neu, creating a seamless shopping experience.

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FAQs

Who is the current CEO of Croma?

The current CEO and Managing Director of Croma, effective April 1, 2025, is Shibashish Roy.

What is the educational background of Shibashish Roy?

Roy holds a bachelor's degree in engineering from Birla Vishvakarma Mahavidyalay and an MBA from the Indian Institute of Technology, Kharagpur.

Who owns Croma?

Croma, a brand of Infiniti Retail Ltd., a wholly-owned subsidiary of Tata Sons, is one of the first organised consumer durables and electronics retailers in India.