Aiwa India to focus on experiential retail; no immediate plans to enter e-commerce 

Mehta said that the company’s strategy is different from other brands in the sense that it has consciously stayed away from e-commerce at the moment and is focusing on offline retail.

Published: 03rd August 2022 12:58 PM  |   Last Updated: 03rd August 2022 01:19 PM   |  A+A-

Japanese consumer durables firm Aiwa. (Photo | Twitter/ @AiwaIndia)

Japanese consumer durables firm Aiwa. (Photo | Twitter/ @AiwaIndia)

Express News Service

NEW DELHI: Japanese consumer durables firm Aiwa, which recently entered the television market in India, is planning on bringing its Audio Visual products into the market through experiential retail, the company’s managing director Ajay Mehta told The New Indian Express.

He said the company would be comfortably present at around 600-800 retail stores in the top 20 cities in India by Diwali, after which they will touch upon Tier-2 and Tier-3 cities. Mehta said Aiwa’s products would be in the semi-premium to premium category.

The company's MD said that their strategy is different from other brands, as it has consciously stayed away from e-commerce at the moment and is focusing on offline retail.

To begin, the company won't have a very strong online presence as the online space is very riddled with deep discounting and we are not a discount brand, he added.

"Our speakers, as well as our TV, are experience-led buying, we want to focus deeply on the retail and we will ensure that the consumer has experience using the product. This strategy worked very well with us for our audio products," he said.

Without giving any names, he said the company is in talks with some of the large retail groups in India.

Mehta added that the company is not averse to online, but will look at it once they have provided people with the experience. “We're investing a lot of money and time, whether it's in branding, remote visits, educating the dealer or educating their salespersons.”

The company has recently launched its TV series named MAGNIFIQ. Mehta said that the company’s products would be priced 20-30 per cent lower in comparison to established brands like Sony, LG and Samsung. Aiwa is aiming at $1 billion in revenue from India in five years.


Disclaimer : We respect your thoughts and views! But we need to be judicious while moderating your comments. All the comments will be moderated by the editorial. Abstain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks. Try to avoid outside hyperlinks inside the comment. Help us delete comments that do not follow these guidelines.

The views expressed in comments published on are those of the comment writers alone. They do not represent the views or opinions of or its staff, nor do they represent the views or opinions of The New Indian Express Group, or any entity of, or affiliated with, The New Indian Express Group. reserves the right to take any or all comments down at any time.

flipboard facebook twitter whatsapp