India has a vast retail industry. Raise in technology made retailers in India move to online stores that retreated CRM. An increase in the competition and demand of customers also asked for CRM. All the retailers started finding innovative solutions and implementing them to retain their customers. CRM is needed to maintain a good relationship with customers to sustain a competitive environment. Comprehending and meeting the expectation of customers will help in having a good and long relationship with the customers. Maintaining good relations with customers increases the number of potential customers, further increasing growth. CRM acts as a very effective method in marketing and holding their customers. CRM tools require continuous monitoring to get good engagement with customers. This study aims to provide a detailed analysis of the importance of CRM strategy in Online retail markets in India.