The Indian television market, valued at approximately USD 11 billion, remains one of the world’s most dynamic battlegrounds.
As international giants like Samsung, LG, and Sony leverage their massive R&D budgets to command the premium segment, the market is undergoing a structural shift toward smart connectivity and high-resolution displays.
Amidst this intense competition, a legendary name is staging a calculated comeback: Onida.
Now operating as Onida Electronics Limited, the brand is executing a comprehensive turnaround strategy under the leadership of newly appointed CEO and MD, Gunjan Srivastava.
Having moved away from the thin-margin business of contract manufacturing, Onida is aggressively refocusing on its core competencies: televisions, air conditioners, and washing machines.
This strategic pivot is backed by a financial infusion of INR 149 crore, signaling institutional confidence in the company’s “brand-first” revival.
Onida’s expansion roadmap for the coming months is both ambitious and methodical. The company plans to nearly double its retail footprint, targeting an increase from 4,500 to over 8,000 retail outlets.
Central to this growth is the deployment of 1,000 “gold-standard” activation zones, designed to elevate the in-store experience with superior merchandising and product demonstrations.
By prioritizing historically strong regions like Maharashtra, Gujarat, and Punjab, Onida is focusing on high-recall markets before scaling deeper into Tier-II and Tier-III cities.
The challenge is significant.
To compete with players like Sony, which recently reported revenues of INR 7,851 crore, Onida is betting on a mix of heritage trust and modern innovation, including AI-integrated interfaces.
As the “Devil” works to re-establish itself in the modern home, the success of this strategy hinges on its ability to balance nostalgia with the demands of a tech-savvy generation.
For a brand that once defined the Indian television experience, the race to recapture market share has officially begun.
Editor’s Note: The Resurrection of an Icon
In the fast-moving world of Indian retail, few brand stories carry the same resonance as that of Onida.
For decades, the “Devil” served as a cultural touchstone, defining a generation’s aspirations. However, as the market evolved into a landscape dominated by global tech conglomerates, the brand seemed to fade into the background.
Witnessing its aggressive, structured turnaround today is not just a business development—it is a compelling case study on the enduring power of heritage combined with disciplined governance.
The appointment of a thorough professional like Gunjan Srivastava as MD signifies a transition from legacy sentiment to professionalized, high-stakes execution.
By pivoting away from the volatility of contract manufacturing and doubling down on a “brand-first” retail strategy, Onida is making a clear, calculated bet on its own equity.
It is a bold move to expand into 10,000 retail touchpoints in such a crowded market, but one that recognizes that in India’s tier-II and tier-III heartlands, physical visibility remains the bedrock of trust.
As the industry watches this “2.0” evolution unfold, the questions remain: Can nostalgia convert into modern market share, and will a revamped product portfolio satisfy the discerning, tech-native consumer of 2026?
We believe the answers lie in the company’s commitment to these new “gold-standard” retail zones.
History may have built the brand, but it will be the execution on the showroom floor that decides its future. We will continue to track this transformation as one of the most pivotal retail stories of the year.
As Onida intensifies its retail presence, which consumer segment – budget-conscious families or premium-seeking tech enthusiasts – do you believe they should prioritize for their next product launch?
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