MIRC Electronics Ltd., the owner of the Onida brand, has appointed Gunjan Srivastava as Chief Executive Officer and Managing Director. He joins the 45-year-old Indian consumer electronics company with a mandate to drive a strategic turnaround and reposition the legacy brand in India’s highly competitive market.
Srivastava brings nearly 12 years of leadership experience at BSH Home Appliances, where he served as CEO of BSH India before taking on the role of CEO for BSH UK & Ireland. In India, he led the establishment and scaling of operations, strengthened the sales and service network, enhanced brand visibility, and built organizational capability. During his tenure, BSH India consolidated its presence in the mass-premium and premium home appliances segments.
In the UK and Ireland, he operated in a markedly different environment characterized by high online penetration, a mature kitchen retail ecosystem, post-Brexit and post-Covid shifts in consumer behaviour, intensified Asian competition, and the rise of direct-to-consumer channels. Over the past five to six years, BSH UK & Ireland strengthened its market position and improved profitability while progressing toward a leadership position in the region.
Announcing his move on LinkedIn, Srivastava stated:
“After almost 12 years at BSH Home Appliances, starting as the CEO of BSH India and finishing as CEO of BSH UK & Ireland, it’s time for me to move on to another very exciting turnaround entrepreneurial journey in transforming Mirc Electronics Ltd. in India.”
MIRC Electronics, known for its iconic Onida brand and the enduring brand promise “Neighbours envy, Owner’s pride,” was once a dominant player in India’s television and audio segments. In recent years, however, the company has faced rising competition from both domestic and global consumer electronics brands.
Srivastava’s appointment comes at a time when legacy Indian consumer electronics companies are seeking to reposition themselves amid shifting consumer preferences, digital disruption, and intensifying competition. Industry observers will be watching MIRC Electronics’ next phase under his leadership.
