To truly benefit from the Make in India plan, we need to move beyond assembling and focus on creating jobs with value
In a landmark move towards economic self-reliance, Mivi Design Studios has established India’s inaugural and sole design and manufacturing unit in the audio sector. Since 2020, the company has proudly presented a comprehensive “Made in India” portfolio, boasting zero dependence on imported products. This achievement is the result of an in-house team of over 1500 dedicated employees, crafting world-class audio technology at Mivi Design Studios, marking a significant milestone in the country’s economic empowerment.
In an exclusive interview with Mobility Magazine, Ms. Midhula Devabhaktuni, Co-Founder of Mivi, during the 10th Mobility Awards 2023delved into the brand’s prospects, core ideologies, expansive product portfolio, perspectives on the Indian manufacturing sector, and the trajectory of growth.
Kindly brief us about yourself.
MIVI, a consumer electronics brand with a specific focus on audio. At MIVI, we handle everything from end-to-end product development and research to manufacturing, ultimately presenting our offerings under the MIVI brand.
Our goal is to cater to the unique tastes and needs of the Indian market, providing quality products at affordable price points. We have pushed the boundaries of technology to deliver a product that is both innovative and of the highest quality. At Mivi, we understand that our customers lead busy lives and need products that can keep up with them.
Mivi currently has a 1500+ strong team and is looking to expand its presence PAN India – from tier 1 to tier 4 cities. Founded in 2016, Mivi, the brainchild of Viswanadh Kandula, strives to take the Indian electronic gadgets industry to the next level by fulfilling the need for high-quality electronic gadgets at affordable prices in the Indian market.
What new products are you working on?
We’re actively exploring various categories, with a primary focus on audio. One exciting avenue we’re delving into is exploring different form factors for audio delivery, such as through glasses or VR, eliminating the need for traditional earbuds and neckbands. Additionally, we’re placing a strong emphasis on the home audio category, aiming to bring advanced technologies like Dolby to the average consumer at an affordable price point.
Mivi is a one-of-a-kind company specializing in the audio category, from TWS to sound bars, which have gone from a luxury to a necessity for everybody with a smartphone. The brand aspires to create a difference in the Indian electronics market by introducing high-quality ‘Made in India’ products coming from its Hyderabad manufacturing factory.
What is the secret behind the success of MIVI?
Our success stems from our unwavering focus on the consumer. We prioritize understanding our consumers’ preferences and needs, shaping our product development accordingly. By keeping the consumer at the core of our strategy, we ensure that our products resonate with our target audience.
What challenges may arise in the Make in India plan?
One significant challenge lies in the distinction between assembling and truly making in India. While assembling creates jobs, it often results in technician roles without substantial skill development. To truly benefit from the Make in India plan, we need to move beyond assembling and focus on creating jobs with value. At MIVI, we pride ourselves on having an all-Indian workforce, from workers to engineers, ensuring that these jobs contribute meaningful skills and expertise.
What message would you like to give?
My message to manufacturers in India is to aim higher than Electronics Manufacturing Services (EMS) and delve into Research and Development (R&D). Developing intellectual properties (IPs) and mastering the end-to-end product manufacturing process will give us a competitive edge on the global stage. It’s crucial to showcase our capabilities by delivering world-class products to the international market.
Covered By: Mobility India / Mivi
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