How Onida plans to reclaim its place in Indian homes
The iconic Indian consumer electronics brand Onida is launching a strategic overhaul to reclaim market share under new leadership. The company is pivoting its focus toward mass-premium buyers to revitalize its presence in modern households.
Onida, once a dominant force in the Indian electronics market during the 1980s and 90s, is implementing a turnaround strategy aimed at reclaiming its heritage status. The brand, famous for its 'Neighbour's envy, owner's pride' advertising campaign, has assembled a new management team to lead this transition.
The company's strategy involves targeting the mass-premium segment, moving away from purely budget-driven competition. By focusing on higher-specification products in categories like televisions and air conditioners, the brand intends to appeal to the aspirations of middle-class consumers.
Industry analysts note that the shift comes at a time of intense competition from global giants and aggressive local players. The new leadership aims to leverage Onida’s historical brand equity while modernizing its product lineup to meet current technological standards. Source: Mint.
