Indian consumer electronics brand Onida is preparing for a major comeback, unveiling an ambitious growth strategy that includes expanding into new consumer electronics categories, opening exclusive brand stores, reviving its iconic brand identity, and targeting a fivefold increase in business over the coming years. The company is repositioning itself after losing market share to global rivals, aiming to capitalize on growing demand for premium consumer durables in India.
Led by a new management team, Onida plans to strengthen its presence in existing segments such as televisions, air conditioners, and washing machines while evaluating entry into additional product categories during 2027-28. The revival strategy is backed by fresh capital, investments in product innovation, and a renewed focus on premium positioning, retail expansion, and brand building.
Onida Charts a New Growth Strategy
Chief Executive Officer Gunjan Srivastava said the company is pursuing an aggressive turnaround plan centered on product innovation, distribution expansion, and brand rejuvenation.
The strategy includes:
- Targeting 5x business growth over the next few years.
- Entering new consumer electronics categories in 2027-28.
- Repositioning the brand in the mass-premium segment.
- Expanding retail presence across India.
- Reviving the iconic “Neighbour’s Envy, Owner’s Pride” brand identity.
Revival Plan at a Glance
| Item | Details |
|---|---|
| Company | Onida Electronics |
| Growth Target | 5x business growth |
| New Product Categories | Planned for 2027-28 |
| Retail Expansion | 100 exclusive stores planned |
| Brand Strategy | Premium repositioning and revival |
Entry Into New Consumer Electronics Categories
While Onida already sells televisions, air conditioners, washing machines, and other home appliances, the company is evaluating expansion into additional consumer electronics segments.
According to Srivastava:
- The company is assessing multiple new product categories.
- New launches are expected during 2027-28.
- The objective is to broaden Onida’s product portfolio and capture emerging consumer demand.
Although specific categories have not yet been disclosed, the move reflects Onida’s intention to become a broader consumer electronics brand rather than focusing on a limited range of appliances.
Expanding Retail Footprint
A key pillar of the turnaround strategy is expanding physical retail presence.
Onida plans to:
- Open 100 exclusive brand stores over the next two to three years.
- Strengthen relationships with dealers and distributors.
- Improve product visibility in high-potential retail locations.
- Build a stronger omnichannel presence across India.
Retail Expansion Strategy
| Initiative | Objective |
|---|---|
| 100 Exclusive Stores | Increase brand visibility |
| Dealer Network Expansion | Improve market reach |
| Premium Retail Experience | Strengthen customer engagement |
| Omnichannel Presence | Support offline and online sales |
Returning to the Premium Segment
Once regarded as one of India’s leading premium television brands, Onida intends to move away from competing primarily in the affordable segment.
The company aims to:
- Rebuild its premium image.
- Target mass-premium consumers.
- Introduce innovative products with higher margins.
- Differentiate through design, technology, and customer experience.
This strategy comes as India’s consumer durables market continues to grow, driven by rising incomes, premiumization, and replacement demand.
Reviving an Iconic Brand
One of the most recognizable elements of Onida’s comeback is the planned return of its famous horned devil mascot, which became synonymous with the brand’s “Neighbour’s Envy, Owner’s Pride” advertising campaign during the 1980s and 1990s.
The company said it will unveil a detailed strategy within the next four to eight weeks on how it plans to reintroduce the iconic character to a new generation of consumers while reconnecting with long-time customers.
Investments to Support the Turnaround
To fund its revival, Onida has raised fresh capital that will be used for:
- Product development.
- Research and innovation.
- Marketing and brand-building initiatives.
- Go-to-market expansion.
- Distribution network strengthening.
The company has also exited contract manufacturing to focus more closely on developing its own branded products.
Challenges Ahead
Despite its ambitious plans, Onida faces stiff competition from global and domestic consumer electronics brands, including LG, Samsung, Panasonic, Haier, Voltas, and Blue Star.
To succeed, the company will need to:
- Rebuild consumer trust and brand recall.
- Successfully execute its premium positioning strategy.
- Expand distribution rapidly.
- Deliver competitive products across new categories.
- Improve profitability while scaling operations.
Looking Ahead
Onida’s revival strategy marks one of the most ambitious comeback attempts in India’s consumer electronics sector. By targeting fivefold growth, expanding into new product categories, opening exclusive retail stores, and reviving one of the country’s most iconic advertising campaigns, the company is seeking to reclaim relevance in a market now dominated by multinational brands. Backed by new leadership and fresh investments, Onida aims to reposition itself as a mass-premium consumer electronics brand with a broader product portfolio and stronger retail presence.
Looking ahead, the success of the turnaround will depend on Onida’s ability to execute its expansion plans, launch innovative products in new categories, and reconnect with consumers through a refreshed brand identity. If the company successfully combines nostalgia with modern technology and premium offerings, it could carve out a stronger position in India’s rapidly growing consumer durables market.
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