Abstract
Onida, a renowned Indian consumer electronics brand, was established in 1981 by M. A. R. L. K. in collaboration with the M. A. L. (Mitsubishi) group. Onida became one of India’s most recognized brands in the consumer electronics sector, especially for its televisions. Known for its bold, innovative designs and advertising campaigns, Onida televisions were a symbol of quality and affordability in the Indian market.
The brand gained massive popularity in the 1990s and early 2000s, competing fiercely against brands like Videocon, Sony, and LG. However, by the mid-2010s, Onida began losing its dominance, facing intense competition and a rapidly changing market. This case study explores the rise, success, challenges, and the decline of Onida’s television business, examining the reasons for its shift from being a market leader to a struggling player in the consumer electronics industry.
Questions
1. What were the key factors that led to Onida’s rise in the television market?
2. What challenges did Onida face that led to its decline in the television market?
3. What could Onida have done differently to maintain its leadership position in the television market?