The Inspiring Journey of Mivi: India’s Homegrown Electronics Brand
In a rapidly evolving tech landscape, one Indian brand has made its mark by championing the “Make in India” initiative and redefining the audio electronics market: Mivi. Founded by the dynamic husband-and-wife duo, Viswanadh Kandula and Midhula Devabhaktuni, Mivi is a shining example of innovation, perseverance, and entrepreneurial spirit. This is their story.
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Humble Beginnings
The story of Mivi begins in 2015 when Viswanadh and Midhula, both with engineering backgrounds and international work experience, identified a glaring gap in the Indian electronics market. At the time, high-quality audio accessories were dominated by international brands and carried hefty price tags. Local alternatives often compromised on quality. The couple saw an opportunity to bridge this gap by creating a brand that offered world-class products at affordable prices, tailored for Indian consumers.
The name “Mivi” is a blend of their initials – “Mi” from Midhula and “Vi” from Viswanadh – symbolizing their shared vision and commitment.
Building a Brand from Scratch
Starting a tech company in India was no small feat. The duo faced numerous challenges, from setting up manufacturing processes to building consumer trust. Initially, Mivi imported its products, but the vision was always clear: to transition to a completely “Made in India” brand.
“We wanted to offer premium quality at an accessible price point, while also contributing to India’s economy,” says Midhula Devabhaktuni, who now serves as the Chief Marketing Officer (CMO) of Mivi.
Their relentless efforts paid off. The brand’s early products, including Bluetooth speakers, earphones, and accessories, received rave reviews for their durability and performance.
The Shift to “Made in India”
In 2020, Mivi took a bold step by setting up its own manufacturing unit in Hyderabad, Telangana. This move was a game-changer, allowing the brand to have greater control over quality and innovation while significantly reducing production costs. It also aligned perfectly with the government’s “Atmanirbhar Bharat” (Self-Reliant India) initiative.
The in-house manufacturing unit enabled Mivi to experiment with designs and features that resonated with Indian consumers. Products like the Mivi DuoPods and Mivi Roam speakers quickly gained popularity, propelling the brand to new heights.
Leadership Dynamics
Viswanadh Kandula, the CEO of Mivi, spearheads the brand’s strategic growth and technological advancements. Meanwhile, Midhula’s expertise in marketing has played a pivotal role in building a strong brand identity. Together, they have cultivated a workplace culture that encourages innovation and employee empowerment.
Marketing that Speaks Volumes
Mivi’s marketing campaigns have always been bold and relatable. Leveraging social media and influencer partnerships, the brand effectively reaches younger audiences. Midhula’s keen understanding of consumer behavior has led to campaigns that highlight Mivi’s Indian roots and the superior quality of its products.
One of the brand’s most successful campaigns was the launch of the Mivi ThunderBeats earphones, which quickly became a bestseller, thanks to its sleek design and excellent sound quality.
Overcoming Challenges
Like any startup, Mivi faced its share of challenges, including stiff competition from international giants and the need to educate consumers about the benefits of buying Indian-made products. However, their commitment to quality and affordability helped them carve a niche in the market.
The COVID-19 pandemic posed additional hurdles, disrupting supply chains and affecting sales. Yet, Mivi’s decision to localize production proved to be a blessing, enabling them to bounce back stronger than ever.
Where Mivi Stands Today
Today, Mivi is a leading name in India’s audio electronics market, offering a diverse range of products, from earbuds and soundbars to chargers and cables. The brand’s products are not only popular domestically but have also started gaining traction in international markets.
The company’s success is a testament to the vision and hard work of its founders. Mivi’s journey from importing products to becoming a fully “Made in India” brand serves as an inspiration for aspiring entrepreneurs.
Future Goals
Looking ahead, Mivi aims to expand its product portfolio and reach global audiences. The brand is also investing in R&D to bring cutting-edge technology to its consumers while maintaining affordability.
“Our goal is to make Mivi a global brand that every Indian feels proud of,” says Viswanadh Kandula.
Conclusion
The story of Mivi is a powerful reminder that with vision, determination, and a customer-centric approach, it is possible to turn challenges into opportunities. As the brand continues to innovate and grow, it is clear that Mivi is not just a business; it’s a movement that embodies the spirit of modern India.