Japanese electronics giants make cautious return to India

Japanese consumer electronics brands are quietly retracing their steps into India.

- Sakshi Sadashiv

Japanese companies such as Akai, JVC and OM System (formerly Olympus) are betting on reliability, design and premium value.

(MINT)

Once household names in televisions, video cassette recorders and stereo systems, companies such as Akai, JVC and OM System (formerly Olympus) are making cautious comebacks, chasing niches instead of mass markets dominated by aggressive Chinese entrants and steady Korean rivals. And those such as Sony and Panasonic that had chosen to stay on are also in a reset mode.

Their timing is strategic. India's $75-billion consumer electronics market is projected to nearly double to $130-150 billion by 2029, per Redseer. Yet, Japanese companies account for less than 5% of the market, estimates Praxis Global Alliance, a management consultancy firm. To regain ground, these firms are entering with narrower portfolios and measured strategies and are betting on reliability, design and premium value.