Onida plans comeback with new categories
Electronics brand Onida is planning a market comeback by 2027-28, focusing on new product categories and a refreshed advertising strategy. The company aims to increase sales five-fold and expand its retail footprint.
Why it matters
The revival of a legacy brand illustrates shifting strategies in the Indian consumer electronics market, moving away from contract manufacturing toward direct retail control.
Electronics brand Onida is planning to enter in some new categories by 2027-28 apart from its traditional television, air-conditioner as it plans to make a comeback.
Launching its flagship 100-inch QD Mini LED Television, the CEO and managing director of Ondia Electronics Limited, Gunjan Shrivastava said that the company has also decided to keep its iconic horned devil and will come up with a new advertisement approach for devil in next few months.
“Ondia was a leading face in 80s and 90s but it lost its visibility in the past few decades. Now, we have decided to come back with a new strategy and bran-approach. Our target is to enter in some new categories of consumer electronics to recapture the market. We are planning to grow our sales five to six times in the next two to three years,” said Mr. Shrivastava.
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