MIVI is one of the first Indian companies to start manufacturing audio products like Bluetooth speakers, headphones, TWS earbuds etc. This is important to highlight as most of the Indian brands are only white-labeling their products which they import from China, Vietnam and other countries.
Electronics brand MIVI was founded in 2015 by Vishwanath Kandula and Midhula Devbhaktuni. The name MIVI was derived from his name – (MI) Dhula and (VI) Swanadh. ‘MIVI Couple’ quits job in US and is back India to start. Interestingly, when the couple started MIVI, they had no technical background.
We got a special opportunity to visit the factory of electronics brand MIVI in Hyderabad. MIVI is already manufacturing TWS earbuds, Bluetooth speakers, neckbands and other audio products in India.
MIVI’s plant (Avishkaran Industries) in Hyderabad has over 1500 employees, of whom 80% of the workforce is women. Watch this video as Debashish Sarkar, Editor, News18 Tech is around the MIVI facility in Hyderabad.
Watch video: Inside the factory: How the MIVI TWS earbuds are made in India
The brand is also planning to launch its range of smartwatches in India and MIVI is already manufacturing its smartwatch range which will soon be launched at the same factory.
MIVI started in India by selling chargers in the country and gradually shifted to audio products due to market demand in India. Initially, MIVI, like other Indian brands, was sourcing its products from China and selling them in India. However, very soon he realized the importance of manufacturing his own products. Being a small brand, MIVI found it difficult to get access to Tier 1 suppliers in China and managing the product quality became an uphill task.
“When we discussed the idea of making products in India, everyone told us we were crazy. In fact, I was the first to call Vishwanath mad! But soon it was all about risking for the greater good,” said Midhula Devbhaktuni, co-founder and CMO at MIVI.
From receiving 20-30 orders a day half a decade ago, brand MIVI has now become a major player in the audio segment in India.
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