Onida Electronics

Onida Electronics is an Indian consumer-electronics and home-appliance brand associated with Mirc Electronics. The business was established in Mumbai on 11 January 1981 as Mirc Electronics by G. L. Mirchandani and Vijay Mansukhani. The Onida brand entered manufacturing soon afterward, beginning television-set assembly at a factory in Andheri, Mumbai, in 1982. Its early development coincided with the expansion of colour television in India, and the brand became particularly recognizable for its colour CRT televisions. Onida's most distinctive contribution to Indian consumer marketing was its advertising identity. The slogan “Neighbour's Envy, Owner's Pride” positioned the television as a visible symbol of household status. Advertising introduced a horned, tailed Devil character in a print advertisement in 1982 and subsequently developed the character into a television-commercial mascot in 1983–84. The Devil became one of the most recognizable advertising figures in Indian consumer culture during the 1980s and 1990s. Onida eventually discontinued the mascot in 2009, marking a notable change in the brand's visual and communications strategy. The company developed beyond television into a broader consumer-durables portfolio. Reported product categories have included LCD, LED, plasma and smart televisions; DVD players and home-theater systems; loudspeakers; air conditioners; washing machines; microwave ovens; mobile phones; LCD monitors; and webcams. Television remained the central association of the brand, while the broader range allowed Onida to participate in several household-appliance and personal-electronics categories. Onida also served markets outside India. Reported export destinations included Arab states of the Persian Gulf, East African countries such as Uganda, Tanzania, Kenya and Ethiopia, SAARC markets, Russia, Ukraine and neighboring CIS countries. The Persian Gulf was reported as the largest export region by revenue in the cited period, while East African and SAARC markets formed another significant group. Exported products included televisions, DVD players and high-end LCD televisions. The brand's Indian distribution and service infrastructure was reported to include branch offices, customer-relations centers and depots spread across the country. Mirc Electronics received an Award for Excellence in Electronics from India's Ministry of Information Technology in 1999. The available reference material provides historical information about the brand's formation, product expansion, marketing, exports and distribution, but does not establish a current executive roster, current ownership structure, current financial performance or a verified official website URL.

Onida Electronics emerged from Mirc Electronics, an Indian electronics company established in Mumbai on 11 January 1981 by G. L. Mirchandani and Vijay Mansukhani. The Onida brand's first manufacturing phase was television assembly at an Andheri factory in 1982. This placed the company in India's developing consumer-electronics market, where colour television became its principal area of recognition. The brand's early identity was built as much through advertising as through hardware. Its slogan, “Neighbour's Envy, Owner's Pride,” framed ownership of an Onida television as a source of household prestige. A Devil character with horns and a tail first appeared in print advertising in 1982 and was adapted for television commercials in 1983–84. During the 1980s and 1990s, the mascot became strongly associated with Onida and helped distinguish the brand in a crowded television market. The Devil was retired in 2009 as the company moved away from that long-running advertising device. Onida subsequently expanded from television into a multi-product consumer-durables and appliances business. Its reported product range included CRT, LCD, LED, plasma and smart televisions, along with DVD players, home-theater equipment, loudspeakers, air conditioners, washing machines, microwave ovens, mobile phones, LCD monitors and webcams. The television portfolio remained the most prominent part of the brand's public identity, but the product range reflected an effort to participate in several categories of household electronics. The company also developed export activity. Reference material identifies the Arab states of the Persian Gulf as the largest contributor to export revenue in the cited period, with East African markets including Uganda, Tanzania, Kenya and Ethiopia, together with SAARC countries, forming another export group. Onida was also reported to have a presence in Russia, Ukraine and neighboring CIS countries. Exported products included televisions, DVD players and high-end LCD televisions. In India, the brand was supported by a distribution and service network reported to include 33 branch offices, 208 customer-relations centers and 41 depots as of the period described in the source. Mirc Electronics received the Ministry of Information Technology's Award for Excellence in Electronics in 1999. Historical source material also reports a market capitalization figure for Mirc Electronics as of 31 March 2005, but that dated figure is not treated here as a current financial measure. The available material does not provide a sufficiently current account of ownership, leadership, financial condition or website, so those fields remain unverified.

• 2009

  The Devil mascot is retired

  [1]Onida Electronicsen.wikipedia.org

  Onida drops the Devil character from its brand communications after more than two decades of use.

• 1999

  Mirc Electronics receives a national electronics award

  [1]Onida Electronicsen.wikipedia.org

  Mirc Electronics receives the Award for Excellence in Electronics from India's Ministry of Information Technology.

• 1983

  The Devil moves into television commercials

  [1]Onida Electronicsen.wikipedia.org

  The Devil advertising character is developed for television commercials during 1983–84.

• 1982

  Television assembly begins in Andheri

  [1]Onida Electronicsen.wikipedia.org

  Onida begins assembling television sets at its Andheri factory in Mumbai.

• 1982

  The Devil appears in print advertising

  [1]Onida Electronicsen.wikipedia.org

  The brand introduces the horned Devil character in a print advertisement, beginning one of India's most recognizable electronics advertising identities.

• 1981

  Mirc Electronics is established

  [1]Onida Electronicsen.wikipedia.org

  G. L. Mirchandani and Vijay Mansukhani establish Mirc Electronics in Mumbai on 11 January 1981, creating the corporate foundation for the Onida brand.

An Indian consumer-durables brand historically positioned around accessible household electronics, television-led product recognition and memorable mass-market advertising.

• Televisions · 1982

  Televisions

  Television was Onida's foundational and most strongly associated product category. The brand began with television-set assembly in Mumbai and became known in India for colour CRT televisions. Its later television range expanded across LCD, LED, plasma and smart-TV formats, while export activity included televisions for markets in the Persian Gulf, East Africa, SAARC countries, Russia, Ukraine and neighboring CIS states.

• Audio-visual electronics

  DVD and home-theater systems

  Onida extended its television proposition with DVD players and home-theater systems. These products complemented the brand's core audio-visual positioning and were also reported among its exports, including shipments to Russia and other international markets.

• Home appliances

  Air conditioners

  Air conditioners formed part of Onida's broader consumer-durables and home-appliance portfolio. The available reference identifies the category but does not provide model-level specifications, launch dates or current availability.

• Home appliances

  Washing machines

  Washing machines were included in Onida's multi-product appliances range. Source material does not establish the product line's launch date, technical specifications or present status.

• Kitchen appliances

  Microwave ovens

  Microwave ovens were among the household appliances associated with the expanded Onida portfolio. The available source does not identify particular models or confirm whether the category remains active.

• Personal and computer electronics

  Mobile phones, monitors and webcams

  Onida's reported electronics range also included mobile phones, LCD monitors and webcams. These categories show the brand's movement beyond large household appliances, although the source provides no detailed product chronology or current portfolio information.

• 1982Neighbour's Envy, Owner's Pride

  India

  Onida used the slogan to present ownership of its television as a visible mark of household pride and status. The campaign became closely linked with the brand's television business.

  Outcome. The slogan became one of the brand's defining advertising associations.

  Source
• 1982Onida Devil mascot

  India

  A horned Devil character first appeared in Onida print advertising in 1982 and was later adapted for television commercials in 1983–84.

  Outcome. The mascot became highly recognizable in India during the 1980s and 1990s before being retired in 2009.

  Source

• 2009

  Retirement of the Devil mascotStrategy

  Background

  The Devil had been a central Onida advertising device since its introduction in print in 1982 and television in 1983–84.

  Action taken

  Onida discontinued the Devil character in its brand communications.

  Aftermath

  The decision ended one of the longest-running and most distinctive elements of Onida's advertising identity; the available source does not document subsequent campaign performance.

  Source

• 2019.12.11

  Reported2019.12.11

  Amazon and Onida partner to bring Fire TV Edition smart TVs to India[2]亚马逊与Onida合作将Fire TV Edition智能电视引入印度financialexpress.com

  Amazon partnered with Onida to roll out Fire TV Edition smart TVs in India under a licensing model.

• 2019.12.11

  Reported2019.12.11

  Amazon announces Onida Fire TV Edition TV availability in India[3]亚马逊宣布Onida Fire TV Edition电视将在印度上市themobileindian.com

  Amazon announced that two variants of Onida Fire TV Edition smart TVs would be available on Amazon.in from December 20; the article does not establish that they had launched by publication.

• 2019.12.11

  Reported2019.12.11

  Amazon partners with Onida to bring Fire TV Edition TVs to India[4]亚马逊与Onida合作将Fire TV Edition电视引入印度indianexpress.com

  Amazon announced a partnership with Onida to bring Fire TV Edition smart TVs to the Indian market. The TVs were scheduled to go on sale through Amazon.in starting December 20.

• 2019.12.10

  Reported2019.12.11

  Amazon and Onida launch Fire TV Edition smart TVs in India[4]亚马逊与Onida合作将Fire TV Edition电视引入印度indianexpress.com

  Amazon launched the Onida Fire TV Edition smart TV range in India in collaboration with Onida. The range includes 32-inch and 43-inch models, which were scheduled to go on sale on Amazon.in starting December 20.

Read more

1. 1Onida Electronicsen.wikipedia.org
2. 2亚马逊与Onida合作将Fire TV Edition智能电视引入印度financialexpress.com
3. 3亚马逊宣布Onida Fire TV Edition电视将在印度上市themobileindian.com
4. 4亚马逊与Onida合作将Fire TV Edition电视引入印度indianexpress.com
5. 5Amazon launches 32-inch and 43-inch Fire TV Edition Smart TVs in partnership with Onida starting at Rs 12,999timesnownews.com
6. 6Amazon partners with Onida to bring Fire TV edition smart TVsoneindia.com
7. 7Amazon teams up with Onida to launch first Fire TV Edition smart TVs in Indiaandroidcentral.com
8. 8Amazon teams up with Onida, will soon unveil Fire TV edition smart devices in Indiaeconomictimes.indiatimes.com
9. 9Onida unveils Fire TV edition in partnership with Amazonthehindu.com