Aiwa's India 'sweet spot': Japanese brand back with new strategy for TVs

Aiwa is back now - this time with a fundamentally changed strategy


The company set up its regional headquarters in India in February 2021 and despite the pandemic, launched its luxury brand of speakers

Surajeet Das Gupta New Delhi
In the late 1990s, Japanese electronics brand Aiwa tied up with a maverick entrepreneur, Kabir Mulchandani, to sell its consumer electronic products. Founder of Baron International, Mulchandani, all of 26 at that time, had already disrupted the television market through a tie-up with another Japanese player, Akai.

With a strategy that relied on heavy discounts, exchange offers and freebies, Akai was selling in huge volumes. But Mulchandani’s relationship with it was strained. So he decided to move and replicate the same magic with Aiwa in TV, audio, headphones and other electronics. Aiwa was ready to offer its completely knocked down (CKD) TV sets at a much lower rate than Akai. Mulchandani’s strategy, however, did not work for very long.

First Published: Jul 07 2022 | 06:05 AM IST

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