1. ONIDA SAKA LTD
By Mohit Agarwal
100808057
Milind Goel
100808056

2. CONTENTS
1. HISTORY
2. MANAGEMENT
3. VISION
4. MISSION
5. MILESTONES
6. TOTAL ELECTRONICS MARKET
7. WASHING MACHINE MARKET SHARE
8. INDIAN CTV MARKET
9. FALL OF ONIDA
10. RISE OF KOREAN COMPANIES
11. RISE OF ONIDA
12. KY THUNDER CASE STUDY
13. DVD CASE STUDY
14. UNIQUE INNOVATION
15. FUTURE STRATEGIES
16. REFERENCES

3. HISTORY
•Onida was started by G.L. Mirchandani and Vijay
Mansukhani in 1981 in Mumbai.
•In 1982, Onida started assembling television sets at
their factory in Andheri, Mumbai.
•Since then, Onida has evolved into a multi-product
company in the consumer durables and appliances
sector.
•Onida achieved a 100% growth in ACs
and microwave ovens and a 40% growth in washing
machines last year.

4. MANAGEMENT
• Mr. Gulu Mirchandani - (Chairman & Managing
Director)
• Mr. Vijay Mansukhani - (Managing Director)
• Mr. G. Sundar - (Chief Executive Officer)
• Mr. Vipul Mathur - (Vice President - Marketing)
• Mr. Sanjeev K Jain - (Vice President - Sales & Service)
• Mr. Manish Desai - (Vice President - Finance)
• Mr. S.K Dhoot - (Vice President - Operations)

5. VISION
OUR VISION
• To build a brand around substance.
• To become a leader in our chosen field through
• Synergistic businesses investment,
• Differentiation through innovation
• Through economies of scale and world class
systems and procedures

6. MISSION
OUR MISSION
To benefit society at large through:
• Innovation.
• Quality & Productivity.
• Human Development and Growth
• To generate sustained surpluses and always
striving for excellence

7. MILESTONES
• 1981 : MIRC Electronics Pvt. Ltd. was established
• 1982 : CTV production started at Nand Bhavan, Mumbai
• 1983 : Technical collaboration with JVC, Japan for CTV
• 1985 : Established in-house R&D wing
• 1986 : Production expanded and moved to a new factory at Kalina
• 1987 : Moved to our own factory building "ONIDA HOUSE“
• 1990 : Tuner plant commences operation
• 1991 : Akasaka, PCB plant commences its operation
• 1992 : Crossed 1 million CTV sales
• 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada
• 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada
• 1995 : ISO 9001 certification obtained from BVQI
• 1998 : Award for excellence in electronics by ministry of IT
• 1999 : First in India to develop Internet enabled CTV
• 2000 : Launched the KY Thunder, Profile Series.

8. • 2001 : AV Max award for best CTV
: Launched Onida Black, flat CTV range.
• 2002 : Completed plant expansion project to increase capacity
from 600K CTVs to 1.2 million CTV's per year.
• 2003 : Launched world's first LCD remote „ i-Control ‟
• 2004 : Launch of the 'Oxygen Series' CTV
• 2004- 05 : Achieved 1.20 million CTV sales
• 2005 : Launch of 'POISON' range of CTV's
• 2009 : ONIDA's Brand relaunch campaign „ Tumko Dekha
Toh Yeh Design Aaya' to communicate its philosophy of
thoughtful product features that are designed keeping
customers in mind.
• 2010 : Launched LED TVs with I-Care Technology.

9. INNOVATIONS
We were the first to launch:
•The Web cruiser TV, the world‟s first built-in Internet TV which
offers the benefits of a personal computer and a TV, and that
too, equipped with a modem, printer port and a cordless keyboard
with it.
•The Onida Twister was the first TV that turned to face the viewer;
we were the first to introduce SRS technology for surround sound in
Audio port.
•In 1999, we were the first to introduce the pure flat TV in the
country. The Candy was the first instance of any brand providing a
multi-colored cabinet option to its customers.

10. TOTAL ELECTRONICS MARKET
The Rs 35,000 crore durables and electronics segment
in India.
TURNOVER-2010
15,000
10,891
10,000 9500
5702
5,000
TURNOVER-2010
1855
0 1515

11. WASHING MACHINE MARKET SHARE
WASHING MACHINE SHARE
LG SAMSUNG VIDEOCON WHIRLPOOL ONIDA GODREJ
4%
7%
32%
18%
18%
21%

12. INDIAN CTV MARKET
COLOUR TELEVISION-2010
LG SAMSUNG VIDEOCON ONIDA OTHERS
19%
28%
11%
18%
24%

13. FALL OF ONIDA
• In late 90s The Koreans mapped the strength and
weaknesses of each Indian player across
categories
• Eating into the share of established brands like
BPL and Onida in colour TVs, and Godrej and
Videocon in appliances.
• Lack in investment in R&D hurt them badly
• Lack in systems and processes with poor
marketing.

14. RISE OF KOREAN COMPANIES
Samsung& LG 2010
AC REFRIGERATORS WASHING MACHINE
28%
36%
36%
KOREAN COMPANIES MARKET SHARE IN DIFFERENT SEGMENTS

15. RISE OF ONIDA
• "We are trying to break into the MBOs (multi-
brand outlet) in Mumbai as well and are
present in Vijay Sales and Reliance Digital
• "Being an Indian company, it‟s insights are
better which lead to useful innovation
• It is the fourth largest air-conditioner brand in
the country with 10% share in the market, fifth
in washing machines with 8% share, and sixth
in flat panel TVs with 6% share.

16. • "They tactically withdrew from categories where
they thought that they will not be able to match
the product strengths of their Korean counterparts.
• However, they did not let go of their core
competencies. Instead of spreading themselves
too thin, they maintained focus on their main
categories,"
• A brand like Onida resorted to re-branding in an
attempt to project a more youthful image,
• Moving away from its iconic 'Devil' (Neighbors'
envy, Owners' pride) advertising
• More investment in R&D

17. KY THUNDER CASE STUDY
“A small change that was heard across the country.”
THE BACKGROUND:
The competition in televisions was fierce. But while people upgraded from Black
and White sets to color to stunning picture clarity, no one focused on giving the
complete audio/video experience.
THE TASK:
The simple reason why it was so because there was no more room for fitting
speakers on the TV. So instead of putting everything inside, the R&D team
simply fitted the sound behind the screen thereby giving a superb surround sound
effect.
THE RESULT:
The rest obviously is history. It caught on faster than wildfire, everybody wanted
to lay their hands on one, including the competition. The competition had to get
technicians from abroad to understand what went through it and by the time they
could copy the same, the market was already won. So much so that the brand
name became synonymous with the category itself.

18. DVD CASE STUDY
“Everything begins with a scratch. Even the best.”
THE BACKGROUND:
The market was filled with VCD players with DVD soon catching up to them. So
instead of studying the DVD player, we looked at the DVD. What we observed was
that people preferred to rent movies from video libraries to play them. And as a
result, these discs had scratches and were used often.
THE TASK:
We realised that the current discs fail to the challenge and then gave them a powerful
laser that could read between scratched layers and reads beneath the layers of data.
THE RESULT:
The sheer advantage that we had was being the first mover. We gave consumers the
freedom from scratched discs. The technology was a watershed turn for ONIDA
DVDs, as it resulted in 16% market share and placed us as No. 1. Since then we have
been considered as one of the market leaders, innovators and a technology company
continuously excelling in research and technology.

19. UNIQUE INNOVATION
• In 2011 Onida launched Pre cool range of Air
Conditioners that come with a pre cool device
• It automatically switches on as well as switches
off the air conditioner on receipt of a CODE
(AC*ON / AC*OFF) via an SMS sent by the
consumer from his mobile phone.
• It not only allows the consumers to operate the
Air Conditioner while on the move but also cools
the room even before they reach home.

20. FUTURE STRATEGIES
• Aim to be 1 billion$ company in2013-2014
• Thrust on low cost product under “EGO”
brand such as rural led lighting, low cost
television
• Opening inclusive retail store in small cities
starting with 10-12 outlets
• Focus areas-Mobiles, Led TV & Air
conditioner
• Tripling spending on marketing to 150 crore

21. REFERENCES
•www.google.com
•www.onida.com
•www.wikipedia.org
•www.economictimes.com
•Adi publications

22. THANK YOU