A consumer electronics brand AIWA has charted out a big push in India with the introduction of personal audio products. The company plans to gradually roll out a range of products in the consumer electronic and durable space.
It is also looking to establish a manufacturing base in India by direct investment in greenfield projects as well as partnering with original equipment manufacturers (OEMs) in the second phase, which will begin in the September quarter. It is looking to participate in the government’s production-linked incentive scheme for hearables and aims to establish India as its export base.
Once part of Sony Corp, AIWA has become a separate entity in the year 2017 and has in January 2021 made India entry again with the launch of personal audio products targeting the young generation with its brand positioning.
“The company, which was known for innovating the cassette recorder, sees India with immense potential for local sales and also for having the potential to become a hub for global supplies. AIWA has come to India with a $1 billion road map for the brand over the next 5-6 years. This shall be achieved by bringing to the Indian consumer multiple verticals of products. The process has started with the launch of our line of PAS (personal audio systems) products.,” Ajay Mehta, Managing Director, AIWA India, said.
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“AIWA India has been given the mandate to establish an export base for Made in India products. We are excited to launch brand AIWA in India and embark on a billion-dollar revenue target with the brand in India,” Mehta said.
“Founded in 1951, as AIWA celebrates its 70th year, we have made India entry and plan to grow business by investing $10 million initially and gradually ramping up,” he said.
“While we started our journey again with audio products, by the festival season, we will be launching more products. Our plan is to gradually come out with products in other categories–televisions, washing machines, refrigerators, appliances,” Mehta said.
“To start with, we have tied up with Amazon for our online consumers and with Reliance Digital for our retail walk-in customers, these are both anchor accounts and we are investing heavily to build sales through these two channels to start with,” he said.