Mivi plans to expand into the offline segment
Mivi, India’s front-running homegrown electronics brand, is a one-of-a-kind company specializing in the audio gadgets category, with its products ranging from TWS (True Wireless Stereo) to wired earphones. The Hyderabad-based company has built a mighty brand name over the years and is one of the leading brands on the E-commerce platform. In a major development, to further expand its reach, Mivi is set to embark on an offline journey by introducing its products in select physical stores.
Mivi believes that nothing surpasses a satisfied customer. The make in India brand is on a quest to redefine the Indian electronics market and establish itself as the “go-to” brand for tech-savvy, music-loving Indian youths looking for the latest technology while maintaining style and affordability. Eyeing an extensive presence via the modern trade model, the brand will be available across front-running stores, including Chroma, Reliance Digital, Universal Stores, among others.
Mivi will initially focus its offline efforts on large distributors and retailers in Tier I and Tier II cities throughout India. Mivi’s entire made-in-India collection of consumer electronics will be available at these stores with an aim to bolster the brand’s omnichannel presence. This will help the brand to build connections with customers drawing in more customers by allowing them to see and experience the brand.
Speaking on the development, Midhula Devabhaktuni, Co-Founder, CMO Mivi, said, “The Indian electronics market is evolving at a breakneck pace and witnessing several brands adopting an omnichannel model to capture a larger share of the market. As Mivi’s Made-in-India range of audio gadgets with best-in-class features continue to become popular among Indian consumers, developing offline sales channels was the next natural progression for us. The increased offline presence will enable us to get closer to our customers, recognize their needs, and offer them a seamless customer experience.” Mivi is looking for offline to contribute to 20-25% of their revenues in the next year.