Onida Plans a Grand Comeback with Expansion into New Product Categories

Onida, a brand that was once synonymous with Indian households thanks to its iconic televisions and the unforgettable devil mascot, is gearing up for a significant comeback. Known widely during the 1980s and 1990s for its quality TVs and air conditioners, Onida is now setting its sights on expanding beyond its traditional product lines and venturing into new categories by 2027-28.

This revival comes as part of a broader strategic plan by the electronics brand to reignite its presence and capture fresh consumer attention in a highly competitive market. Onida has seen tough competition over the years from global giants like Samsung and LG, which affected its market share. Yet, the brand is optimistic and determined to reclaim its foothold by not just focusing on its existing products but by exploring innovative avenues.

The company plans a multi-pronged approach to this revival, including enhancing its current offerings and extending into newer segments such as refrigerators and smart home solutions. This diversification is a key step to tap into emerging consumer trends and the growing demand for connected home devices.

According to Gunjan Srivastava, Managing Director and CEO of Onida Electronics, the brand aims to grow five-fold over the next five years. Part of this growth strategy includes launching at least 100 exclusive Onida brand stores across India within the next three years, which will help boost direct customer engagement and strengthen brand loyalty.

The plan also involves investing in better sales channels and improving after-sales services — an area that consumers strongly value, especially for home electronics. With a focus on improved brand positioning and reconnecting with modern consumers, Onida is tailoring its approach to be more relevant in today’s digital and convenience-driven purchase environment.

Market analysts note that while the overall consumer electronics sector is expected to grow annually by 7-10%, Onida is ambitiously aiming to outperform this average by multiple times. This optimistic stance reflects the brand’s confidence in its revival strategy and the nostalgic yet renewed appeal it holds among Indian consumers.

For Onida, the journey ahead involves both reviving the classic elements that made it a household name and embracing innovation to stay relevant in an evolving market. If successful, this comeback could not only boost the company’s performance but also add an exciting chapter to Indian electronics history — bringing back the familiar ‘‘devil’’ mascot in a new avatar to charm the new generation.

Investors and consumers alike will be watching closely as Onida embarks on this ambitious plan, hoping that the brand’s legacy of quality and innovation continues to grow and thrive in the years to come.