Did you know that ONIDA's name came from a cutlery brand OneIndia and it was Mr. Mirchandani’s wife who suggested the name change?

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Onida was established in 1981 in Mumbai, India, by G.L. Mirchandani and Vijay Mansukhani.

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It started as a part of Mirc Electronics, initially manufacturing and selling televisions and later expanding into a range of consumer electronics including air conditioners, washing machines, and mobile phones.​
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There used to be a misconception among a lot of people, who believed Onida was a Japanese company. This wrong notion was due to the name Onida, which sounded Japanese.

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In his interviews, Mr. Mirchandani admitted that he chose a Japanese name to sound technologically advanced and also to compete with the global brands like Samsung and LG.

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​The Onida demon, the brand’s famous devil mascot of advertisement became synonymous with TVs in the 1990s.
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Onida's rise was propelled by its distinctive advertising, especially the "Onida Devil" campaign, featuring a man with horns and a tail. The tagline, "Neighbour’s envy, owner's pride," effectively communicated the brand's appeal as a status symbol.

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The brand was among the first in India to introduce remote-controlled models and high-fidelity sound systems in TVs.
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It was also known for its color CRT televisions, which were considered cutting-edge at the time.

Key Business Highlights:
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• Market Leadership: By 2009, the Business sales peaked to $267 Million, this was the legacy brand’s peak in the last 25 years.
• Diversification and Expansion: At its peak, Onida was not just a leader in televisions but also had a substantial presence in air conditioners, washing machines, and other home appliances.

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Early 2000s came with its set of Challenges

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1. Intense Competition: With the liberalisation of the Indian economy in the 1990s, foreign brands like Samsung and LG entered the market, offering advanced technology and better marketing strategies.
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2. Failure to Innovate: As technology evolved, Onida was slow to keep up with new trends such as LCD and LED technology in televisions, losing ground to competitors.
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3. Brand Positioning Issues: Onida struggled with inconsistent brand messaging and positioning, which confused consumers as the market grew more competitive.
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4. Management Challenges: Changes in leadership and strategic direction led to internal conflicts and a loss of focus on core competencies.
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5. Poor After-Sales Service: Onida developed a reputation for unreliable customer service, which eroded brand loyalty among Indian consumers.

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The communication barrier between the brand and the evolving Millennials has jeopardised the growth of the brand.
Onida could easily connect to the mass of 1980s and 1990s, but those consumers have grown old. Onida, unable to cope up with the changing tides, is failing to connect with the new age buyers.
​The Devil could do nothing to grab the much-needed attention, Ironically the same marketing let them down.

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5 Key takeaways for Electronic startups in 2024

1. Continuous Innovation

• Staying competitive in the tech industry requires ongoing innovation to keep pace with rapid technological advances.
• Who did it better?: Apple Inc. is renowned for its continuous innovation. From the introduction of the iPhone to the development of its chip technology, Apple has consistently stayed ahead of the curve by introducing new products and features that set industry standards.

2. Brand Messaging

• A consistent brand message is vital for building long-term customer loyalty and brand identity.
• Who did it better?: Coca-Cola has maintained a strong brand identity with its consistent messaging around happiness and enjoyment, despite various market changes and challenges over the years.

3. Agility

• The ability to quickly adapt to changing market conditions is crucial for survival and success.
• Who did it better?: Netflix transformed from a DVD rental service to a streaming giant and then to a content creator, continually adapting to changes in how consumers access and view content. Their ability to pivot and embrace streaming technology early on allowed them to dominate the market.

4. Customer Service

• Providing excellent customer service can significantly differentiate a company in a competitive market.
• Who did it better?: Amazon has set the gold standard for customer service by focusing on customer satisfaction with fast delivery, easy returns, and a user-friendly shopping experience. This commitment has been a key component of its strategy, making it one of the most successful retailers globally.

5. Pragmatism

• Observing and learning from competitors can help avoid mistakes and identify successful strategies.
• Who did it better?: Samsung Electronics closely monitors competitors within the smartphone and consumer electronics markets to understand and anticipate market trends. Their willingness to learn and quickly incorporate innovations, such as high-quality camera technology in smartphones, has helped them remain a top player worldwide.