Focus on retail distribution
Rebuilding retail distribution is central to this. The company plans to open 100 exclusive outlets in 2-3 years, particularly in tier-II and tier-III cities and also double to 8000 outlets in the next five years. “Our exclusive outlets are more than just sales channels. We can create the experience we want consumers to have, showcase our products through larger displays and have trained personnel who can tell the Onida story much better,” highlights Srivastava. To enhance customer service ecosystem the plans are to partner with more than 400 service partners over the next 12 months.
Betting On a Bigger Screen
According to TechSci Research, India’s television market was valued at USD 12.18 billion in 2024 and is projected to grow at a CAGR of 13.5 per cent through 2030. Aggressive pricing strategies from both domestic brands and global players have made smart TVs accessible to a much wider consumer base, fuelling volume growth across tier-II and tier-III cities. Consumer preference is shifting toward 55-inch and above, reshaping the industry’s volume mix. Reinforcing this, Onida recently unveiled its flagship 100-inch QD Mini LED television, which is ideal for premium homes, luxury residences, gaming enthusiasts, hospitality projects and immersive home entertainment. “There will be pressure on smaller screen sizes, but we are seeing very good growth in the larger screen segment,” points out Srivastava.
Long Game
For Onida, reviving their legacy is a long-term commitment in their second innings. With 15 warehouses and a nationwide distribution network, the focus is on strengthening presence in television, air conditioners and washing machines before foraying into smart home solutions. n
While Onida’s Devil mascot continues to evoke the nostalgic feeling of the consumers, the company has now planned to let the consumers choose its avatar which reflects the brand’s renewed customer-centric approach.