Mumbai: Microsoft''s first shop-in-shop pilot (SIS) has been launched with the Tata Group subsidiary Infiniti Retail''s multi-brand consumer durables retail format Croma, at its Juhu store in Mumbai.

Microsoft''s shop-in-shop is branded brand One MS@Retail. According to Robert J Bach, president of Microsoft''s entertainment and devices division, technology available at Croma showcases Microsoft-connected homes, which converges music, movies and homes, thereby enriching and enhancing the lifestyle of consumers.

Ajit Joshi, CEO & managing director of Infiniti Retail, says that the shop-in-shop pilot is an exclusive arrangement with Croma, with "no binding for Microsoft" to roll out a version with others players in the event the pilot is approved. He said Croma would like to see a Microsoft SIS in each of its stores.