Onida will soon launch technologically advance LED TV’s : CMO Onida

Homegrown consumer electronic brand ONIDA has evolved many folds over the years since its inception in 1891. Today the brand represents trust, security, safety, and a household name when it comes to electronic consumer goods in India. 


ObserveNow got in touch with Pratyush Chinmoy Marketing head of Onida to under the brands evolving marketing strategies, latest campaigns and line of products the brand is coming up with. 


Pratyush joined the company in 2108 and has previously worked with reliance Industries and Asian paints. He holds an MBA in Marketing& Supply Chain from the prestigious XLRI institute Jamshedpur. 


Edited excerpts from his interview.:



Q. Talk to us about how the brand has evolved over the years? And what are the significant changes it has seen? 


Established in 1981, ONIDA soon became the market leader in the electronics industry. Ondia is one of the oldest home-grown players in the consumer electronics space. Though the company started with TVs, it diversified into a range of products including LED TVs, air conditioners, washing machines, and microwave ovens.

Till the 2000s, the brand was the market leader. With the influx of Korean and Chinese companies, we saw a slight reversal of fortunes. But now again, the brand has strategically revamped its operations, marketing, workforce and has strengthened its presence as a multi-product consumer electronics player. The company has invested in R&D, and on consumer research to come out with innovative technologically superior products.

On the advertisement front, the brand has retained its iconic Devil with a more contemporary avatar.


Q. What kind of tech interventions is the brand integrating with, in order to beat the cut-throat competition?  


Last year, ONIDA launched the Onida KY Super Thunder TV, which delivers high quality of sound, as consumer feedback had shown that Indians consumers prefer clear and WOW sound on their televisions along with superior picture quality. The company has also partnered with Amazon and Google to launch smart voice-controlled AC and HDR10 4K Android TV with voice control, respectively. In washing machine space, we would be launching a range with an industry-first feature very soon.


Q. Tell us something about the workplace culture at Onida? What are you doing to make it the workplace of the future? 


Onida has always been believed in an open and transparent professional work culture with meritorious employees catapulted in their career growth in the organization. Each department is headed by experienced professionals from internal or from leading consumer durables brands. We have trained ourselves to be an agile and lean workforce with a multi-function skill set to cater to the ever-changing business environment. Strong focus on mentorship and L&D for new joiners is done to ensure that is future-ready. A large part of the employee set is young and hungry for success. Onida encourages people to be at their best, recognizes and rewards the top performers.


Q. Being a big brand that sells tech goods, what is your forecast for the industry for 2025? 


We are expecting a > 8% growth rate in the coming years. Consumption is going to pick up on account of demand and low penetration levels of consumer durables goods. Televisions as a segment will see intense competition but the pie will also grow due to many consumers upgrading from CRT/LCD stage to the 4K/8K models and beyond. Technologically, the industry is expected to continuously innovate to stay ahead of the game and cater to ever-evolving consumer demand. We are working on technologically advanced televisions, air conditioners, and washing machines and are going to unveil some of these models in the next two years.



Q. What is the new line up of products that Onida is coming up with? 


Onida is working on innovative and technologically advanced LED Smart Televisions and expecting to launch during this festive season. We have realized that OTT content has been very popular across our target consumer segments and hence our future line-up is about watching preferred content by consumers. Washing machines is another major area wherein the company has experienced good growth rates and we have aggressively launched many models and would continue to do so in the next couple of months. We have also re-focused on our microwave oven models. 

The company had already the first mover in air conditioners in introducing IoT and Alexa enabled voice-controlled models which we launched in the 2019 AC season.


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Taniya Tikoo

Editor-in-Chief & Co-Founder at ObserveNow. A Mountain girl using the power of words to change the world.

I dream to wake up to a world where I see a thriving Kashmir, a free Palestine and a Free Tibet 

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