In our recent conversation with Midhula Devabhaktuni on MSME Day, we got a sneak peek into the story of a Made in India brand, Mivi. Mivi made its way into the audio electronics industry, leading it to become the only Indian brand manufacturing in India. Read on to find out more about their journey.<\/p>\n\n\n\n
Mivi is an audio electronics brand that started in 2016. The origin of the name Mivi comes from the names of Co-founders, Midhula Devabhaktuni and Viswanadh Kandula. Mivi is a D2C brand & that makes products with customer preferences by manufacturing and designing all products in India. They have more than 850 plus members on their team.<\/p>\n\n\n\n
Mivi started as an electronics brand. There were no technicians. They started with developing an Id team, then a design team, tech team taking a step forward one by one. In 2020, they started their manufacturing unit in Hyderabad. They were the first & the only brand to begin manufacturing in India. Hence finding a workforce that has experience wasn’t possible.<\/p>\n\n\n\n
At Mivi, they ensured that every employee has to be an Indian. It’s a core principle that they wanted to do something for India & this was their chance to do it. On being asked what the experience was like, Midhula said, \u201cIt was worth it\u201d. Adding to this, she said, \u201cIt’s a very open environment; everyone is Indian, focused & driven\u201d.<\/p>\n\n\n\n
They started with a single line & 70 people in December 2020 & that’s when we launched their first product. They had eight lines and about 700 people within the next ten months. By the end of this year, they’ll have 1300 people on their team. It was a step-by-step journey. They figured out the entire process and took the leap of faith.<\/p>\n\n\n\n
Here\u2019s where Midhula talked about learning for every entrepreneur. She said, \u201cIt’s important for every entrepreneur to take the leap of faith because you are just starting it. Else the hustle in the process increases.\u201d<\/p>\n\n\n\n
They launched their first Made in India product on 16th December & they manufactured units for a month. As \u201cMade in India\u201d is a very strong sentiment, they were able to give a better-quality product at better pricing & that’s what any customer looks for. Since then, their customers have a stronger relationship & bonding with the brand now. They truly support Made in India initiative.<\/p>\n\n\n\n
Every country is different & so is India. India has unique tastes, preferences & environmental conditions. When it comes to electronics, devices sold in India are not made for Indians. Indians love bass and thrive on bass. In India, we get products based on the West\u2019s preferences. & here\u2019s where Mivi came in. They make a product first by figuring out what their audience needs, even environmental conditions. For example, a waterproof rating makes it dustproof & dust spoils electronics quickly. This makes Mivi different than the rest.<\/p>\n\n\n\n
Here are the most significant learnings from Midhula for those starting their business journey:<\/p>\n\n\n\n
Check out this video to know more about their conversation.<\/p>\n\n\n