Archive · 23 Jul 2026
Onida reboots growth with iconic Devil mascot
Onida, a well-known Indian electronics brand from the 1980s and 1990s, is making a comeback.
They are using their famous Devil mascot to attract customers and are planning to grow their business.
Onida wants to increase their sales five times in the next five years and become profitable again within 12 to 24 months.
They are expanding their stores and improving their after-sales service.
Onida is also looking to strengthen its presence in televisions, air-conditioners, washing machines, and smart-home products.
The company is focusing on markets like Bengal and smaller cities to reach more customers.
Onida aims to return to profitability within 12 to 24 months and grow revenue fivefold in five years.
The company is expanding its distribution reach from 4,000 to 8,000 stores and plans to open 100 Onida-branded outlets.
Onida is focusing on core product categories like televisions, air-conditioners, and washing machines, and exploring smart-home segments.
The Devil mascot remains a strong brand icon, and Onida is evaluating its presentation for a new generation of consumers.
Onida is strengthening its after-sales service network and expanding into tier-2 and tier-3 cities.
- Who
- Onida Electronics
- What
- Rebooting growth with iconic Devil mascot and retail expansion
- When
- Next 12 to 24 months for break-even, next five years for revenue growth
- Where
- India, focusing on Bengal and tier-2 and tier-3 cities
- Why
- To return to profitability and build a larger presence in the market
Expansion Strategy
Contract Manufacturing
Business Focus
Expansion Strategy
Onida is focusing on branded business to scale up quickly and grow turnover by five times in the next five years.
Contract Manufacturing
Onida previously engaged in contract manufacturing but is now moving away from it.
- Revenue
- ₹660 crore (FY26)
- Loss
- ₹74 crore (FY26)
- Target Revenue Growth
- Fivefold in the next five years
- Break-even Target
- 12 to 24 months
- Distribution Reach
- From 4,000 to 8,000 stores
- Onida-branded Outlets
- 100 outlets through franchisee route in the next three years
- Focus Markets
- Bengal, tier-2 and tier-3 cities
- Product Categories
- Televisions, air-conditioners, washing machines, and smart-home segment