BUSINESS STANDARD - Aiwa's India 'sweet spot': Japanese brand back with new strategy for TVs

Aiwa is back now - this time with a fundamentally changed strategy

The company set up its regional headquarters in India in February 2021 and despite the pandemic, launched its luxury brand of speakers


In the late 1990s, Japanese electronics brand Aiwa tied up with a maverick entrepreneur, Kabir Mulchandani, to sell its consumer electronic products. Founder of Baron International, Mulchandani, all of 26 at that time, had already disrupted the television market through a tie-up with another Japanese player, Akai.