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For many Indian households, Onida was the television brand that grew up with them. Four decades later, the company is reworking that legacy for a new generation of consumers. Under its ‘Onida Rewired’ transformation, Onida Electronics Ltd plans to open more than 100 exclusive SmartHub stores, largely through franchise partners and with a strong push into Tier II and Tier III markets. Recent launches in Meerut and Tirupur, at about 900 sq. ft. and 500 sq. ft., show the format can work in compact spaces. In this conversation, Gunjan Srivastava, MD & CEO, Onida Electronics, explains how the brand is choosing its markets and partners, adding premium products while keeping value at the core, and building a service network to match its retail ambitions.
What inspired Onida Rewired and how will exclusive SmartHub stores support the brand’s retail transformation?
Onida has been a trusted name in Indian homes since the 1980s, but changing consumer expectations around technology, design, service and shopping experiences prompted us to rethink our approach and build a more future-ready brand.
Retail expansion is central to our ‘Rewired’ transformation. Our SmartHub stores will help strengthen our presence in Tier 2 and Tier 3 markets across North and South India. These stores allow customers to experience our televisions, air conditioners and washing machines, receive personalised guidance and enjoy a consistent retail experience.
For us, ‘Rewired’ means building on Onida’s legacy of trust while reshaping the business around innovation, customer experience, stronger distribution and a relevant product portfolio. It reflects our focus on premiumisation, customer-centricity and sustainable growth.
Our aim is not to recreate the Onida of the past, but to build on the brand equity we have developed over four decades and make it relevant to today’s consumers and future generations.
What is Onida’s strategy for opening 100+ SmartHub stores and how will expansion be balanced across metros and smaller markets?
The target of 100+ SmartHub stores is part of Onida’s broader strategy to rebuild and strengthen its physical presence across India.
A key focus is expanding beyond metros. Recent SmartHub launches in Meerut and Tirupur reflect the potential of emerging urban centres to drive the brand’s next phase of retail growth.
Our expansion strategy will be market-led rather than simply geography-led. Before entering a market, we assess brand strength, consumer demand, category potential, existing distribution, service capabilities and the local retail ecosystem. This helps us prioritise markets where exclusive SmartHub stores can deliver value to consumers and support sustainable growth.
Metros and larger urban centres will remain important for brand visibility, premiumisation and customer engagement. Our objective is to build a balanced retail network where metros, emerging urban centres and Tier II and Tier III markets complement one another, rather than follow a uniform expansion model.
How will franchising help Onida achieve 100+ SmartHub stores and expand across regional markets?
Franchise partners will play an important role in our retail expansion, as regional markets require strong local understanding and execution capabilities. They bring knowledge of consumer behaviour, retail dynamics and community relationships.
Our role is to complement this local expertise with the Onida brand, product portfolio, retail standards, training and operating framework.
The SmartHub model aims to maintain consistency while benefiting from local market knowledge. Our recent stores in Meerut and Tirupur demonstrate how franchise partners can help establish the format across diverse markets.
However, our approach to partnerships is selective. Franchising is not merely a means to increase store numbers. Partners must align with our expectations on customer experience, inventory management, service and brand representation.
Ultimately, we want franchise partners to view SmartHub as a long-term business opportunity while ensuring consumers receive a consistent Onida experience, regardless of the city they are in.
Beyond franchising, what expansion models will Onida explore and how will it select formats and locations?
We believe every market requires a retail model suited to its potential, consumer demand, category opportunity, real estate economics and distribution and service capabilities.
Our priority is to build a scalable SmartHub proposition while allowing flexibility in store size and operating structure. The recent SmartHub launches in Meerut and Tirupur illustrate this approach, with the outlets measuring approximately 900 sq. ft. and 500 sq. ft., respectively.
This demonstrates that the model does not always require a large-format store. The focus is on delivering the right consumer experience and presenting our product portfolio effectively.
Before selecting a format, we evaluate catchment potential, category mix, visibility, accessibility, local competition, partner capabilities, inventory requirements and after-sales support.
Our approach is to build a retail network that responds to local market conditions while maintaining consistent brand standards. The broader objective is to expand intelligently and sustainably, rather than prioritising store numbers alone.
Which regional markets will Onida prioritise next and what factors will guide its expansion decisions?
We are approaching expansion through market clusters rather than simply creating a list of cities. The recent SmartHub launches in Meerut and Tirupur reflect our focus on markets with established or emerging consumer demand and the potential to support a sustainable retail and service network.
Our historically stronger markets will remain important as we rebuild distribution and consumer engagement. At the same time, we see significant potential in emerging urban centres and Tier II and Tier III markets.
Our expansion strategy will remain data-led, with store productivity, consumer response, category performance and after-sales service guiding decisions on market selection and timing.
Rather than announcing a fixed list of cities prematurely, we aim to identify markets offering the right combination of consumer opportunity and execution capabilities. This approach will help us build a sustainable retail network and support long-term growth.
How is Onida adapting its products and retail strategy to meet evolving consumer expectations for technology, design and value?
Consumers today evaluate technology, design, energy efficiency, connectivity, ease of use and the overall ownership experience when choosing home appliances.
Our response is to make innovation more relevant to everyday needs. We are strengthening our portfolio across televisions, air conditioners and washing machines, focusing on smarter technology, efficiency and practical features.
Our premium offerings, including the 100-inch QD Mini LED television, reflect this evolution. However, our approach remains rooted in value. We aim to make premium experiences and relevant technology accessible to a wider Indian consumer base, rather than equating premiumisation solely with higher prices.
SmartHub stores support this strategy by allowing consumers to explore and compare products, understand their features and receive guided assistance.
Our philosophy is simple: technology should address genuine consumer needs while delivering value, convenience and a better ownership experience.
What challenges does Onida face in expanding its retail network while ensuring partner quality, inventory management and service consistency?
The biggest challenge is ensuring that expansion does not compromise consistency. Opening stores is only one part of the process; we must ensure product availability, effective sales training and reliable after-sales service.
Partner selection is critical. We seek partners who understand their markets and are committed to building the business over the long term. We are also focusing on better supply planning, stronger partner processes and clear retail standards.
Service is equally important, as the consumer experience extends beyond the purchase to installation, maintenance and issue resolution. As part of its Rewired transformation, Onida is also working towards strengthening its service network, with plans to build a network of more than 400 service partners.
Ultimately, consistency depends on robust systems. Whether in Meerut, Tirupur or another city, customers should experience the same Onida standards in product presentation, assistance and service.
How is Onida differentiating itself from competitors, and how will SmartHub stores strengthen consumer engagement?
Our differentiation lies in combining Onida’s Indian heritage with a contemporary product offering and consumer proposition.
Heritage alone is not enough; the brand must remain relevant through products that deliver meaningful technology, thoughtful design, value and dependable service.
Our strategy centres on an affordable-premium positioning, bringing consumers features and experiences associated with higher-end products while remaining relevant to the Indian market.
SmartHub supports this approach by giving us greater control over how consumers experience the brand. Unlike multi-brand retail environments, our exclusive stores allow us to present the broader Onida story, demonstrate our product portfolio and offer guided assistance.
The objective is not merely to create a distinctive retail format, but to make every consumer interaction more meaningful. From product discovery and evaluation to purchase and after-sales service, SmartHub aims to deliver a consistent experience that strengthens consumer engagement and differentiates Onida in a competitive market.
How will Onida balance SmartHub stores, multi-brand retail and e-commerce to drive future growth?
We see this as an omnichannel growth strategy rather than a choice between channels.
Multi-brand retail will remain important for reaching consumers across markets, while e-commerce will support product discovery, convenience and online purchases.
SmartHub serves a different purpose by offering a deeper brand experience. Consumers can explore products, understand features, compare options and receive guided assistance before making a purchase.
The opportunity lies in connecting these channels. Consumers may discover a product online, experience it at a SmartHub or multi-brand outlet, and purchase through whichever channel offers the greatest convenience.
Our focus is on treating all channels as complementary parts of one connected consumer journey rather than separate businesses. SmartHub expansion will strengthen our physical presence while ensuring our existing distribution network and digital channels continue to contribute to Onida’s growth.
What are Onida’s key growth priorities over the next five years across retail, products, markets and brand positioning?
Over the next three to five years, our objective is to build a stronger and more sustainable Onida across four areas: distribution, product innovation, customer experience and brand relevance. The target of 100+ SmartHub stores is an important milestone in this broader transformation.
We aim to strengthen our exclusive retail presence while expanding our wider dealer and distribution network. Improving service capabilities will also remain a priority, ensuring greater consumer confidence throughout the ownership journey.
On the product front, we will continue developing our core categories of televisions, air conditioners and washing machines, while exploring adjacent categories that offer meaningful consumer value.
We also want to strengthen Onida’s relevance among both long-standing customers and younger consumers discovering the brand.
Ultimately, Rewired goes beyond store numbers. Our ambition is to build a future-ready Indian consumer electronics and home appliances company with stronger products, wider distribution, dependable service and a brand experience consumer can trust.
