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Aiwa makes a re-entry in the Indian market

Aiwa is back in India, the first product launched is LED television sets, positioned as a top-of-the-line brand, even more expensive than Sony, its counterpart from Japan. Incidentally, Aiwa was a Sony brand, targeted for the competitively price-sensitive consumer. In 2017, it was withdrawn from the market and sold to a clutch of investors. Since then, Towada Audio, based in Tokyo, owns rights in Japan and elsewhere and has been manufacturing the products.

The Indian consumer is not unfamiliar with the brand. In the late 1990s, Aiwa’s large range of consumer electronics products were marketed by the Mulchandani family, Baron International, makers of Bush TV.

It is now relaunching with five products in TWS and audio segment at a total investment outlay of $10 million for phase-1 of operation. Starting at Rs 16,000, the TVs – ranging from 32 inches to 75 inches – will cost up to Rs 150,000. By December-end, it expects to be present in 600 stores in 20 cities. Aiwa India has tied up with Dixon Technologies as its contract manufacturer. It is also looking to establish a manufacturing base in India by direct investment in greenfield projects in the second phase.

Ajay Mehta is the Managing Director of AIWA India. He is better known as the Managing Director of the US$ 100 Million MCC Group. MCC Group was formed by Mehta in 1991 and became the first Indian company to bring quality cameras to India. Being a visionary and a strategist, he has been at the forefront of delivering many global brands over the last two decades to the Indian consumer, including, Canon, Polaroid, JVC, Mitsubishi Electric, and Toshiba.

TVJ Bureau

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