History Of Onida

• Onida was started by G.L. Mirchandani and Vijay Mansukhani in 1981 in Mumbai.

• In 1982, Onida started assembling television sets at their factory in Andheri, Mumbai.
Since then, Onida has evolved into a multi-product company in the consumer durables
and appliances sector.

• With the passage of time, superior products and the combination of a distinctive
voice, a cutting-edge advertising strategy, and purposeful marketing ensured that
Onida became a household name

• Innovations that surprised the world

• The first to launch the Webcruiser TV, the world’s first built-in Internet TV which
offers the benefits of a personal computer and a TV, and that too, equipped with
a a modem, printer port and a cordless keyboard with it.

• In 2003-04 they launched the washing machine with Hydrofall technology which
addressed the need of having a more powerful cleaning system.

• Onida achieved a 100% growth in ACs and microwave ovens and a 40% growth in
washing machines last year
 LOGO

This is a logo for Onida Electronics.

Purpose :

The image is used to identify the organization Onida Electronics, a subject of public
interest. The significance of the logo is to help the reader identify the organization,
assure the readers that they have reached the right article containing critical
commentary about the organization, and illustrate the organization's intended
branding message in a way that words alone could not convey.
 Onida Mascot
Onida took over Indian electronics world in Nineties purely with their advertising
genius and the catchy caption "Neighbour's envy, Owner Pride”.

“Neighbour’s Envy, Owner’s Pride” campaign ran for more than two decades
consecutively, making it one of the most talked-about in Indian advertising history.
‡
In 1998, Onida withdrew the mascot The explanation given in 1998 was that
Indian consumers no longer find Devil, who symbolizes Envy, relevant.
‡
But ever since it changed the tagline and mascot, Onida never found a powerful
positioning .
‡
After six years of drifting around, Onida brought back the Devil with much fanfare
in 2004.

‡But the comeback was damp squib. The brand suffered heavily due to ownership
issues within the company.
‡
There was no brand promotion or new product launches worth talking about since
2004. If at all there were launches, promotions were not sufficient enough.

Now in 2009, Onida is redoing its old strategy