24 july 2026 (Navroze Bureau) : Onida, the iconic Indian consumer electronics brand once known for its distinctive advertising and the famous “Devil” mascot, is planning a comeback with new product categories as it seeks to regain relevance in India’s rapidly evolving consumer electronics market.
The brand, which was once a major name in Indian television sets, is looking to expand beyond its traditional product portfolio and tap into changing consumer preferences.
Onida Looks Beyond Television Sets
Onida built its reputation primarily through televisions and home appliances. However, the consumer electronics market has changed significantly with the rise of global brands, aggressive pricing and rapid technological innovation.
As part of its comeback strategy, the company is expected to explore new categories and products that could help it reach a wider audience.
The move reflects a broader effort to modernise the brand and respond to changing buying habits.
A Brand With Strong Nostalgic Appeal
For many Indian consumers, Onida remains associated with the iconic advertising campaign featuring the line “Neighbour’s Envy, Owner’s Pride.”
The brand’s distinctive identity helped it stand out in the competitive television market during the 1980s and 1990s.
Its planned comeback could allow the company to leverage this nostalgia while presenting itself as a more contemporary consumer electronics brand.
Competition Has Intensified
The Indian electronics market is now dominated by a mix of global companies, established Indian brands and newer technology-focused players.
Consumers have access to a wide range of products across televisions, smartphones, home appliances, audio devices and smart home technology.
For Onida, entering new categories will therefore require a clear strategy, competitive pricing and products that match current expectations.
New Categories Could Drive Growth
Expanding into new categories could help Onida reduce its dependence on its traditional television business.
The company may benefit from growing demand for smart and connected products as Indian consumers increasingly seek technology that combines convenience, affordability and modern features.
A wider product portfolio could also help the brand strengthen its presence across online and offline retail channels.
Can Onida Recreate Its Earlier Success?
The success of Onida’s comeback will depend on how effectively it combines its strong brand recognition with modern products and a competitive business strategy.
While nostalgia can help attract attention, long-term growth will depend on product quality, innovation, customer service and the ability to compete in a crowded market.