### **Company Overview** **MIRC Electronics Limited**, established in **1981** and headquartered in **Mumbai, India**, is a leading Indian manufacturer and distributor of consumer electronics and home appliances under its flagship brand **ONIDA**. Founded by Mr. Gulu L. Mirchandani (Chairman) and Mr. Vijay J. Mansukhani (Managing Director), the company has evolved from being a television pioneer to a full-range consumer durables brand offering: - Air Conditioners - LED/LCD/QLED/Mini LED TVs - Washing Machines - Refrigerators - Microwave Ovens - Air Coolers The company operates through two primary business engines: 1. **Branded Consumer Electronics** – Focused on innovation, marketing, and pan-India distribution. 2. **Electronics Manufacturing Services (EMS)** – Providing OEM/ODM manufacturing for domestic and international brands, especially in TVs and washing machines, under India’s *“Make in India”* initiative. --- ### **Manufacturing & Distribution Infrastructure** - **Manufacturing Facilities:** - **Wada, Maharashtra**: Produces televisions and air conditioners; annual TV capacity exceeds **1 million units**. - **Roorkee, Uttarakhand**: Dedicated to washing machines; capacity of over **800,000 units/year**. - Strategic location near JNPT port and Bhiwandi logistics hub enables efficient supply chain operations. - EMS arm at Wada has a production capacity of **2.4 million TVs/year**, equipped with SMT lines, injection molding, and gas charging facilities. - **Distribution Network:** - Pan-India presence through **dealers, distributors, franchisees, modern retail chains (e.g., Reliance, Vijay Sales), and e-commerce platforms (Amazon, Flipkart)**. - After-sales service available across **19,000+ PIN codes**. --- ### **Recent Product Launches & Strategic Expansions (Jul–Sep 2025)** #### **Air Conditioners: Powering Growth in Tropical Climates** Onida has made aggressive moves in the AC segment, launching a new generation of **Tropical Heavy-Duty Wi-Fi Digital Inverter Air Conditioners**, designed for extreme Indian summers and high humidity. **Key Features:** - **1100mm Indoor Unit (Industry’s Largest)** – For maximum airflow and faster cooling. - **AI-Based Performance Optimization**: Self-learns usage patterns for energy efficiency. - **5-in-1 Convertible Cooling Modes**: Adapts cooling capacity based on room size and occupancy. - **Ayurvedic Neem Filter**: For microbial reduction and healthier air. - **Silent Cool Technology**: As low as **18 dB(A)** noise level. - **4-Way Swing & Deep Clean with Dual Drainage System**: Ensures uniform cooling and reduces maintenance. - **Smart Connectivity**: Wi-Fi-enabled, controllable via **Onida i-Genius App**, with **Alexa and Google Assistant** voice integration. **New Series:** - **"King of Powerful Cooling"** – Positioned for rural and semi-urban markets. - **Multi Series ACs** – Featuring the 1100mm IDU for premium cooling performance. **Sales Target:** Onida aims for a **40% YoY increase in AC sales turnover**, supported by strong growth in H1 FY2025 and a targeted **“Thande Dimaag Ki Soch”** marketing campaign across digital and print media. --- #### **Television Portfolio: Premium Innovation Meets Localization** Onida continues to strengthen its positioning in the premium smart TV space with the launch of **QLED and Mini LED TV series**, emphasizing superior visual performance and smart features. **Key Launches:** - **Onida QLED TVs (2024–2025):** - Powered by **Google TV** with **Google Assistant integration**, built-in **Chromecast**, **Bluetooth**, and **high-speed Wi-Fi**. - Supports **4K Ultra HD**, **Dolby Vision™**, **Dolby Atmos®**, and **MEMC (120Hz panel options)**. - Available in **43”, 50”, 55” (including 120Hz refresh rate model)**, and up to **75”**. - **Mini LED Series (Jul 2025):** - **140 Local Dimming Zones**, **800 Nits peak brightness**. - Combines **Quantum Dot (QLED) technology**, **HDR10+**, **Dolby Vision**, and **Dolby Atmos** for theater-like experience. - Target Audience: Urban professionals, tech-savvy families, gamers, and home entertainment enthusiasts. **Operating Systems & Market Strategy:** - Offers TVs on **Google TV**, **Fire TV**, and **Vidaa OS (Onida’s proprietary platform)**, giving consumers diverse choices. - **Vidaa OS** has over **20 million global installations**, known for speed, sleek interface, and centralized billing management. - Onida remains the **first and only Indian brand to launch Fire TV Edition** in partnership with Amazon — currently the **highest rated smart TV brand on Amazon India**. **Portfolio Depth:** - Models range from **32" to 75"**, including HD, FHD, UHD, QLED, 120Hz, and Mini LED categories. - 5-star energy-rated models support government efficiency programs. --- #### **Home Appliances: Focus on Hygiene, Durability & Indian Needs** ##### **Washing Machines** Onida reinforces its identity as the **“Powerful Wash Expert”**, launching innovative models tailored to Indian households. **New Launches (Jul 2025):** - **Fully Automatic Heater Washing Machine** – Delivers **germ-free wash**; ideal for health-conscious families. - **9.5 kg Semi-Automatic Model** – Rust-proof body, **Dual Waterfall Technology**, powerful motor. - **Black Pearl Series (Fully Automatic)** – Stylish design with hydraulic door opening. - **5-Star Rated Models**: Offered in **6.5 kg, 7 kg, 8 kg** (semi-auto), **6.2–8 kg** (fully auto). - Features: **Glass lids with floral design**, **Sensomatic Wash**, **Crystal Drum**, **Hydrologic Pulsator Technology**. **Technology & USP:** - **Bristle Wash & Pulsator Agitation** for deep cleaning of traditional Indian fabrics. - **Anti-Rust Coating** for durability in humid conditions. - **Compact Designs** for urban living. ##### **Microwave Ovens** - **Black Beauty Supreme & Neo** series continue as **market leaders**. - Features: **265 auto-cook menus**, **convection mode**, **multi-stage cooking**, **deodorization**, **glossy black finish**. - Market positioned for **fast, healthy cooking** and **kitchen aesthetics**. ##### **Refrigerators** - **InstaChill Series** launched in 2020–21; expanded in 2025 with new **190L–215L variants** and **glass door models**. - **92L Mini Fridge** – Designed for small homes, students, and **medical storage**. - Features: **Anti-Bacterial Gasket**, **Power Cut EvoCool (long cooling retention during outages)**. ##### **Air Coolers** - **Made-in-India** models designed for **dry, hot regions**. - Equipped with **honeycomb cooling pads**, **turbo fan**, and **Air Throw Technology** for large area coverage. - Two variants available across **e-commerce and offline**. ##### **Dishwashers (Launched 2021)** - 12-place and 14-place settings. - Customized for **Indian utensils and cuisine**. - Water and energy efficient with **dynamic LED display** and multiple programs. --- ### **Technology & Innovation** Onida’s R&D focuses on **embedded software, industrial design, and electronics engineering**, ensuring products are both **technologically advanced and locally relevant**. Key smart capabilities include: - **i-Genius App (IoT platform)** – Enables remote control, AI diagnostics, and firmware updates. - **ViOT (Voice of Things) Technology** – Voice-enabled control across ACs, TVs, and ovens via Alexa/Google. - **Energy Efficiency Leadership** – Transitioning entire appliance range to **BEE 5-star rating**. - **Localized Engineering** – Products designed for **voltage fluctuations, dust, humidity, and tropical conditions**. --- ### **Business Model & Strategy** - **Dual-Engine Growth Strategy:** 1. **Branded Business**: Drives top-line growth through product innovation, marketing, and distribution expansion. 2. **EMS (B2B Manufacturing)**: Leverages existing infrastructure to produce for private labels and global brands; benefits from **anti-China sentiment** and **Make in India** policy tailwinds. - **Strategic Priorities:** - Enhance **product differentiation** via hardware-software integration. - Expand **smart, connected appliances** ecosystem. - Strengthen **rural and Tier 2/3 city penetration**. - Increase **e-commerce market share** – Over 40% of new product launches are e-commerce exclusive. - **Marketing & Branding:** - Legacy campaigns like **"Neighbor’s Envy, Owner’s Pride"** and the **Onida Devil** continue to resonate. - Digital-first approach: Heavy investment in **social media, influencer marketing, and OTT advertising**. - Recent campaign **“Thande Dimaag Ki Soch”** successfully boosted AC sales and brand recall.