Success story of Make in India brand : Mivi :- www.deekpay.com

In a recent conversation with Midhula Devabhaktuni, we were able to get a glimpse of the story of Mivi, a Made in India brand that has successfully entered the audio electronics industry and has become the only brand in India that is made in the country. Here's more about their journey.

Mivi is an audio electronics brand founded in 2016. The brand name Mivi is derived from the names of co-founders Midhula Devabhaktuni and Viswanadh Kandula.Mivi is a direct-to-consumer brand and all products are designed and manufactured in India to meet the needs of their customers. They have over 850 team members.

How did Mivi start its journey?

Mivi started as an electronics brand with no technical staff. They started by setting up an ID team and then gradually built up a design team and a technical team.In 2020, they set up their own manufacturing unit in Hyderabad, making them the first and only brand in India to start manufacturing. Hence, finding experienced employees was not possible.

How was Mivi's experience working with Indian employees?

At Mivi, they ensure that every employee is an Indian. It's a core principle that they want to contribute to India. When asked how the experience is, Midhula says, "It's worth it." She adds, "It's a very open environment; everyone is Indian, focused and motivated."

They started with one production line and 70 employees in December 2020, when we launched their first product. Over the next ten months they grew to eight production lines and about 700 employees. By the end of the year, they will have a team of 1,300. It's been a gradual journey forward. They figured out the whole process and took the courageous step.

Here Midhula talks about the lessons every entrepreneur needs to learn. She says, "It is very important for every entrepreneur to take this brave step because you have just started. Otherwise, the struggle of the process will increase."

What's the feedback from customers?

They launched their first Made in India product on 16th December and have been manufacturing units for a month. Since 'Make in India' is a strong sentiment, they were able to offer better quality products at better prices, which is exactly what their customers were looking for. Since then, their customers have developed a stronger relationship and bond with the brand, sincerely supporting the Make in India initiative.

What makes Mivi a uniquely Indian brand?

Every country is unique and India is no exception. India has unique tastes, preferences and environmental conditions. When it comes to electronics, the products sold in the Indian market are not made for Indians. Indians love bass and have a special fondness for it. In India, we get products based on Western preferences. And Mivi is here to fill that gap. They make their products first by understanding the needs of their audience and even the environmental conditions. For example, the waterproof rating makes it dustproof, and dust can quickly damage electronics. This sets Mivi apart.

Midhula's advice for startup entrepreneurs

Here are Midhula's top lessons for those just starting their entrepreneurial journey:

Instead of planning for today's self, plan for tomorrow's goals. This will slow down your growth. There is no right time. Take the courageous step. Now is the best time because you don't need to risk everything to start a business.

Check out this video to learn more about their dialogue.