Onida to launch exclusive retail stores

Published: Tuesday, Sep 28, 2010, 2:00 IST
By Shailaja Sharma
Place: Mumbai
Agency: DNA
Mirc Electronics Ltd, the maker of Onida brand of consumer durables, plans to improve rural penetration through its forays into newer product categories under its Ego brand, K Sriram, vice president-sales, marketing & services told DNA.

The firm has launched LED (light emitting diode) -based lighting products under Ego, a brand that sold low-cost television sets in rural areas till now.
Mirc is also launching exclusive Onida retail stores in the country, starting with the launch of 10-12 outlets in small cities this year. DFC, a FRDC design company based in Bangalore is designing and conceptualizing the Retail Identity and Image for the Onida stores. FRDC says-"The idea is to provide an 'Onida' 'image' and 'value' to the retail stores rather than gadgetry drama seen in most of the electronic outlets of other brands.
At the company level, Sriram said, Mirc has identified three product categories, namely, mobile phones, air conditioners and LCD televisions that they will extensively focus on over two-three years and gain market shares.

“We have innovations lined up in mobile phones, LCD televisions and air conditioners,” Sriram said adding that the company was going to launch 25 models in television during Diwali.