Onida Comeback: The “Devil” Brand Bets on a New Run in India’s Appliances Market
The Onida comeback is one of the most-watched brand stories in India right now. Onida is an old Indian electronics brand. You may remember its red “Devil” mascot. You may also remember its famous line, “Neighbour’s envy, owner’s pride.” A mascot is a fun character that stands for a brand. The brand is owned by a company once called Mirc Electronics. Now Onida is trying to win back shoppers in India’s busy home-appliances market. Home appliances are big machines we use at home, like TVs, air conditioners (ACs), and washing machines. Here, huge brands like Samsung, LG and Voltas rule the market.
A report in Financial Express says Onida is planning a fresh comeback. So the big question is simple. Most Indians remember Onida from the 1990s. Can it feel new and useful again in 2026?
Who is Onida, in plain words?
Onida started in 1981. It became famous by selling colour TVs. Back then, owning a colour TV in India was a big deal. Its cheeky “Devil” ad mascot helped people remember the brand.
The company behind Onida was Mirc Electronics. In April 2026, the company’s owners (called shareholders, the people who own parts of a company) voted to rename the company. The new name is Onida Electronics Limited. This puts the famous brand name front and centre. It is a clear sign. The brand is the company’s biggest asset, and the firm wants to build everything around it.
What is changing now?
The biggest change is at the top. In early 2026, Onida hired a new boss. His name is Gunjan Srivastava. He is the CEO and Managing Director. That means he is the person who runs the company every day. Before this, he led BSH in India, the UK and Ireland. BSH makes home appliances under brands like Bosch and Siemens. So he knows the appliance business well.
His job is a turnaround. A turnaround means fixing a weak business so it can grow and make money again. The plan, as reported, is to bring Onida back to its old strong spot in TVs and audio. At the same time, it wants to push newer products too.
The product push: smarter ACs and TVs
Onida is focusing on “smart” appliances. Smart appliances are devices you can connect to Wi-Fi and control from your phone. The brand has launched a new range of air conditioners with Wi-Fi and “inverter” technology. An inverter AC runs more smoothly and uses less power. That means lower electricity bills.
This matters a lot. The fastest-growing parts of the market are right here. Smart TVs and inverter ACs are growing much faster than the rest of the appliance market. People want products that connect to the internet and save energy. Onida wants a bigger share of that demand.
Why a comeback is hard
India’s home-appliances market is crowded. Onida is up against very big rivals. Samsung and LG (both from South Korea) have lots of money, the newest technology, and shops everywhere. In ACs, Voltas (a Tata company) is a strong local leader. There are also cheaper brands and online-first players that fight on price.
To win, Onida needs more than old memories. It needs good products. It needs a wide distribution network. That is the chain of dealers and stores that gets products to buyers. It also needs trust in after-sales service, which is the help you get after you buy, like repairs. Market share is the slice of total sales a brand has. It is hard to take market share from leaders who spend heavily on ads and stores.
This is a common problem in Indian consumer markets. Even players with lots of money struggle to break in. We saw this in the big fight over India’s online grocery shoppers. There, Tata-owned bigbasket named a new CEO to take on quick-delivery rivals. Even strong brands have to keep changing and improving.
Key facts (as reported)
| Item | Detail |
|---|---|
| Brand | Onida (“Neighbour’s envy, owner’s pride”, the Devil mascot) |
| Founded | 1981 (as Mirc Electronics) |
| Company rename | Mirc Electronics renamed Onida Electronics Limited (approved April 2026) |
| New CEO and MD | Gunjan Srivastava (joined early 2026; ex-BSH India and UK and Ireland) |
| Product focus | Smart Wi-Fi inverter ACs, smart TVs, washing machines |
| Fast-growing segments | Smart TVs and inverter ACs (growing faster than overall market) |
| Main rivals | Samsung, LG, Voltas, Sony |
Why it matters (especially for India / founders)
India’s appliance market is large and still growing. As people earn more and more homes get steady power, more families buy ACs, TVs and washing machines. That is a long-term tailwind for any brand that can serve them well. A tailwind is something that helps a business grow.
For founders and business owners, the Onida story has a clear lesson. A loved brand name is valuable. But it is not enough on its own. Customers buy products that work today, at a fair price, with good service. Onida hired a leader with deep industry experience. This shows the company knows that doing the work well matters more than old memories.
It is also a “Make in India” story. That means making products in India instead of buying them from other countries. A homegrown brand is trying to beat global giants in its own home market. This is a test of local making, smart product design, and good pricing. If Onida gets it right, it shows local brands can still fight big.
FAQ
Who owns Onida?
Onida is owned by the company once called Mirc Electronics. In 2026, the owners (shareholders) agreed to rename that company to Onida Electronics Limited.
What products does Onida sell?
Onida sells home appliances. These include TVs, air conditioners and washing machines. Its newer push is on smart, Wi-Fi inverter ACs and smart TVs.
Who are Onida’s main competitors?
Big rivals include Samsung, LG, Sony and, in air conditioners, Voltas. These brands have strong technology, big budgets and many stores.
Why is the Onida comeback in the news?
The brand hired a new CEO. It renamed the parent company after the brand. And it launched new smart appliances. Together, these moves show a serious push to grow again.
The takeaway
The Onida comeback is about turning a famous old name into a modern, trusted choice again. The brand has nostalgia, a new leader and a clear focus on smart, energy-saving appliances. But the market is tough and the rivals are strong. The next few months will show whether the “Devil” can truly return, or whether old memories alone are not enough.
Source: Financial Express — “The Devil returns: Onida charts comeback in crowded appliances market”
