Mivi strives to make superior quality electronics at value pricing in India. During an exclusive interaction with Ms. Midhula Devabhaktuni, Co-founder, and Chief Marketing Officer of Mivi details about the various strategies that the brand has undertaken to create a difference in the Indian electronics market and the road ahead.
Mivi was created with a mission of making quality electronics at a price point that caters to the preferences of Indians. On one of our trips back from the U.S, we noticed that if we wanted to purchase any mobile accessories, there were only two options. The first option was to buy an international brand that was overpriced in India, and the second was to buy an uncertified product with no genuine components. That was how Mivi was born, and after 6 years, Mivi continues to have the same mission with one big addition.
Mivi, a brand that designs and makes products entirely in India, originally began in 2016 with the objective of providing Indians with accessible, high-quality electronics. Apart from ensuring that Indians have access to high-quality indigenous products, Mivi also aims to customize its homemade electronics according to the tastes and preferences of Indian citizens. Mivi became the third audio brand in India and has since launched a range of products, including soundbars and gaming segments. In just 6 months of launching, Mivi captured 25% of the market and is a product development company that is committed to delivering exceptional audio products that elevate the customers’ listening encounters.
Mivi’s focus on manufacturing has been its core value from day one, and the brand has realized that to give the customer the best, end-to-end control over the product is the key. So, in 2020, Mivi started production in India, becoming the first brand to set up its manufacturing unit in India in this category. Focusing on products has been their core value from day one, and that is what the consumers love about Mivi. They know that they are buying into quality and buying something that was made in India for the unique needs of the Indian consumers.
Mivi realizes that the Indian consumer’s tastes, needs, and preferences are unique. Today the market is flooded with products made in China that are white-labeled and sold here, bringing a product curated for the west and force-selling it here, which creates a discord between the brand and its consumers. To address this, Mivi has a robust R&D team that curates products that cater to Indian preferences.
Mivi strives to provide exceptional audio products that enhance customers’ listening experiences. The company is excited to introduce India’s first indigenous gaming TWS earphones, purpose-built for avid gamers. This unparalleled product marks Mivi’s foray into the gaming category, aiming to transform the Indian audio industry and establish a benchmark of excellence. With an innovative approach and an unwavering commitment to quality, the brand is confident that its gaming TWS earphones will surpass customers’ expectations.
Mivi’s team consistently endeavours to adapt to customers’ evolving needs by advancing their technology and expanding their product range. This unwavering focus is a testament to their dedication to providing the best possible user experience.
The company is constantly striving to adapt and innovate its product range to enhance customers’ listening experiences. Its focus on end-to-end control over its products’ manufacturing is a testament to its dedication to quality. With a robust R&D team curating products that cater to Indian preferences, the company is excited about the road ahead and transforming the Indian electronics market.
Ms. Midhula said, “We began with audio cables and chargers, ensuring that our Indian customers had access to international quality products at a fair price. Our journey from there to becoming one of India’s leading audio brands is a testament to our unwavering dedication to our community. We continuously strive to adapt and innovate our product range to enhance our customers’ listening experiences. With new launches in the pipeline, we are excited about the road ahead and the opportunity to transform the Indian electronics market.”
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