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‘ONIDA’ is one of the most popular Indian grown brand. The origin of the ‘Onida’
is trademarked to Monica Electronics, a company which was incorporated in 1975
and owned by the Mirchandani family later acquired in 1981 by Mirc Electronics.
In the beginning they used to assemble television sets at their factory in
Andheri(Mumbai). Since then, Onida has evolved into multi-product company in
consumer durables and appliances sector.
After few years, Onida also achieved a 100% growth in ACs amd Microwaves
ovens and a 40% growth in Washing machines. In 1990s they used to export
Onida electronic products to Middle East. Sonu Mirchandani owns 80% of the
company stake and remaining stake was with Gulu Mirchandani. Mirc Electronics
won an “Award for Excellence in Electronics” in 1999, from the Ministry of
Information Technology Government of Indai.
Gulf market contributes almost 65% of Onida’s export revenue. While shipment
to the fast growing East African market ( Uganda, Tanzania, Kenya and Ethopia)
and the SAARC countries accounted for 16% of export revenues.
FAILURE OF ONIDA BRAND
1. Rival among brother: The ‘Onida’ trademark soon become the subject of an
interesting legal battle between the Mirchandani brothers. The fight
between Sonu, Gulu and brother-in-law Vijay Manshukhani for controlling
the Onida group, destroyed the brand image of Onida. Sonu did not intend
to manufacture the product by himself he went with joint venture with
Japanese company to market their products under Onida trademarks.
Onida recovered its sales after re-launched of the Devil but family feud
made things difficult for the brand.
2. Change in ad agency: The fight had eroded the share of Onida. In the face
of India’s changing consumer tastes and their financial capability. They
decided to say goodbye to their “Devil” mascot because of stiff competition
from international brand. Onida wanted to rebrand their brand in new
mascot so they changed their ad agency Rediffusion to McCann Erickson.
But as usual when new agency came they changed the entire brand
elements so whatever be the quality of the existing brand strategy new
agency changed it totally. The new tagline “change is always good” came
and it was proved to worse. The brand suffered for 10 years and has never
recovered since. The change of agency again change and reintroduced
‘Devil’ new avatar “Nothing but the truth” came into existence. In 2007
Onida launched a new campaign for its AC and tagline was “Enjoy in your
life” the new campaign for the Air conditioner features a new Devil and
tagline has again changed to “Experience the desire”.