Mobile accessories brand Mivi plans to expand into offline segment

After building a brand name on the ecommerce platforms, Hyderabad-based mobile accessories maker Mivi is set to embark on an offline journey by introducing its products in select physical stores.

Eyeing an extensive presence via the modern trade model, the brand will be available across front-running stores, including Croma, Reliance Digital, Universal Stores, among others, Mivi said in a statement.

Mivi will initially focus its offline efforts on large distributors and retailers in Tier I and Tier II cities throughout India. Mivi’s entire made-in-India collection of consumer electronics will be available at these stores with an aim to bolster the brand’s omnichannel presence. This will help the brand to build connections with customers drawing in more customers by allowing them to see and experience the brand.

Midhula Devabhaktuni, Co-founder and CMO, Mivi, said, “The Indian electronics market is evolving at a breakneck pace and witnessing several brands adopting an omnichannel model to capture a larger share of the market. As Mivi’s Made-in-India range of audio gadgets with best-in-class features continue to become popular among Indian consumers, developing offline sales channels was the next natural progression for us. The increased offline presence will enable us to get closer to our customers, recognize their needs, and offer them a seamless customer experience.”

Mivi is looking for offline to contribute to 20-25% of their revenues in the next year.

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