In the crowded and competitive consumer electronics market of India, few homegrown brands have managed to challenge the dominance of global players. Mivi, an Indian audio and accessories brand, is one such exception. At the heart of Mivi’s success is Mridula Devabhaktuni, its co-founder and Chief Marketing Officer (CMO). Her journey from being a software engineer in the United States to spearheading one of India’s most recognized electronics brands is a story of vision, determination, and resilience.
During her time in the U.S., she worked with major companies like Xerox and Raymond James, gaining hands-on experience in software development. However, despite the stability of a career in IT, Mridula always had an entrepreneurial streak. She recognized that India, with its growing middle class population and rapid digital adoption, presented immense opportunities for new-age consumer electronics businesses.
The idea for Mivi came from a simple but impactful observation India lacked a homegrown brand that provided high-quality electronic accessories at affordable prices. Mridula and her husband, Viswanadh Kandula, realized that most Indians relied on foreign brands for accessories like chargers, cables, and earphones, which were often expensive and not designed for the Indian consumer.
Determined to change this, the couple founded Mivi in 2016. The name ‘Mivi’ is a fusion of their first names ‘Mi’ from Mridula and ‘Vi’ from Viswanadh. Unlike many startups that initially rely on imported products, Mivi’s vision from the start was to create an Indian brand that could design, develop, and eventually manufacture its products domestically.
Building a Made-in-India Brand
In its early days, Mivi focused on importing high quality electronic accessories while developing its own designs. The company quickly gained traction, thanks to its strong branding and focus on durability. Products like charging cables, wireless headphones, and Bluetooth speakers became instant hits among Indian consumers.
However, Mridula knew that true success would come only when Mivi could control the entire product lifecycle from design to manufacturing to sales. This realization led to one of the brand’s most significant decisions: setting up its own manufacturing unit in India.
In October 2020, Mivi became the first Indian consumer electronics brand to set up its own manufacturing unit in Hyderabad. This was a bold and ambitious move, especially considering that most Indian brands in this space still relied on Chinese manufacturers.
By bringing production in-house, Mivi gained greater control over product quality, supply chain efficiency, and innovation. It also aligned with India’s ‘Make in India’ initiative, promoting self-reliance in manufacturing. The move paid off, as customers appreciated the fact that they were buying locally made, high quality products at competitive prices.
Marketing and Brand Positioning
As CMO, Mridula played a crucial role in shaping Mivi’s brand identity. She understood that marketing in India required a blend of digital presence and customer trust. Unlike traditional consumer electronics companies that focused heavily on offline retail, Mivi took a digital first approach.
Through aggressive online marketing, influencer collaborations, and targeted campaigns, Mivi quickly became a known name among tech-savvy consumers. The brand leveraged platforms like Amazon, Flipkart, and its own website to reach millions of customers.
Mivi’s success in the direct-to-consumer (D2C) space was driven by Mridula’s deep understanding of Indian consumer behavior. She ensured that Mivi’s marketing campaigns resonated with young, aspirational buyers who valued both quality and affordability.
Building a consumer electronics brand in India is no easy task. Mridula and her team faced multiple challenges, from dealing with supply chain disruptions to managing competition from established global brands.
One of the biggest hurdles was shifting consumer perception. Indian buyers often equate quality with foreign brands, making it difficult for homegrown companies to earn their trust. However, Mivi’s consistent product quality and strong after-sales service helped it break this stereotype.
Another challenge was the COVID-19 pandemic, which disrupted global supply chains. However, Mivi’s decision to set up local manufacturing proved to be a game-changer, allowing it to continue operations while many competitors struggled with import delays.
Innovation and Product Development
Under Mridula’s leadership, Mivi has expanded beyond basic accessories to develop a wide range of audio products, including TWS (true wireless stereo) earbuds, soundbars, and Bluetooth speakers. Each product is designed with the Indian consumer in mind, considering factors like battery life, durability, and affordability.
Mivi also focuses on innovation, constantly upgrading its product line based on customer feedback. The brand has successfully launched several ‘first-in-India’ products, positioning itself as a serious contender against global players like JBL, Boat, and Sony.
Despite her demanding role at Mivi, Mridula is known for maintaining a healthy work-life balance. She is a trained classical dancer and an avid traveler, which helps her stay creative and motivated.
In various interviews, she has spoken about the challenges of being a woman entrepreneur in a male dominated industry. However, she believes that perseverance and confidence can break any barriers. Her leadership style is centered on empowering her team, fostering innovation, and staying customer-focused.
Impact on India’s Consumer Electronics Market
Mivi’s rise has had a significant impact on the Indian electronics industry. It has paved the way for other Indian brands to enter the space, proving that it is possible to design and manufacture high-quality electronics domestically.
By focusing on local production, Mivi has also contributed to job creation, technology development, and the broader ‘Make in India’ movement. The company’s success serves as a blueprint for future startups looking to challenge global giants in the Indian market.
Looking ahead, Mridula has ambitious plans for Mivi. The company aims to expand its manufacturing capacity, introduce more innovative products, and strengthen its market position. With a strong brand, a loyal customer base, and a visionary leader at its helm, Mivi is well on its way to becoming a household name in India’s consumer electronics sector.
Mridula Devabhaktuni’s journey from an IT professional to a leading entrepreneur is nothing short of inspiring. Her ability to identify market gaps, take bold decisions, and execute them effectively has made Mivi one of India’s most promising consumer electronics brands.
In an industry dominated by global giants, Mivi stands as a testament to what Indian entrepreneurs can achieve with vision, perseverance, and a commitment to quality. As Mivi continues to grow, one thing is certain Mridula’s impact on India’s tech landscape is only just beginning.
