Onida Charts a New Growth Path, Plans Entry into New Consumer Electronics Categories by 2027-28

Consumer electronics brand Onida has announced an aggressive revival strategy, signaling its return to the spotlight with plans to expand beyond its traditional television and air-conditioner business. The company intends to enter several new consumer electronics categories by 2027-28 as part of its long-term growth roadmap.

The announcement coincided with the launch of Onida's flagship 100-inch QD Mini LED television, a move that reflects the brand's renewed focus on premium technology and innovation.

Speaking at the launch, Gunjan Shrivastava, CEO and Managing Director of Onida Electronics Limited, said the company is embracing a fresh brand identity while preserving one of its most recognizable assets—the iconic horned devil mascot. A new advertising campaign featuring the mascot is expected to roll out in the coming months.

Once a household name during the 1980s and 1990s, Onida witnessed a decline in market visibility over the past two decades. The company is now looking to rebuild its presence with a modern brand strategy and an expanded product portfolio.

"Our objective is to grow sales five to six times over the next two to three years by entering new consumer electronics segments and strengthening our overall market presence," Shrivastava said.

As part of its transformation, Onida is also restructuring its manufacturing operations. The company currently operates two manufacturing facilities along with several contract manufacturing units but plans to gradually phase out contract manufacturing in favor of greater control over production.

Eastern India has been identified as a major growth region in the company's expansion strategy. Under its "Onida Rewired" initiative, the brand plans to strengthen its retail and distribution network across the region, with Kolkata playing a central role.

Over the next two to three years, Onida aims to expand its retail presence to 100 outlets while significantly enhancing its after-sales service network by partnering with more than 400 service providers within the next 12 months.

Shrivastava said the "Onida Rewired" initiative represents the company's vision of becoming a future-ready consumer technology brand by combining premium innovation, improved customer experiences, and a stronger nationwide retail and service ecosystem.

With a renewed focus on technology, customer engagement, and strategic expansion, Onida is positioning itself to reclaim a stronger foothold in India's competitive consumer electronics market.