Midhula Devabhaktuni
Professional Roles:
- Co-Founder & CMO of Mivi
- Director at Avishkaran
Company Overview:
Mivi is a Hyderabad-based electronics company focused on manufacturing made-in-India hearables and wearables. Mivi aims to produce high-quality, affordable electronics catering to the Indian market. The company emphasizes in-house production to ensure quality and cost-efficiency, and employs a significant number of women.
Key Achievements and Activities:
- Profitability: Mivi has been profitable since inception, showing a significant revenue growth trajectory from approximately ₹3 crores in the first year to a projected ₹350 crores for the current financial year.
- Product Lines: Mivi started with charging accessories and has since expanded into the audio segment with products like Bluetooth earphones, including the recent launch of the flagship TWS line called SuperPods.
- Market Position: Mivi positions itself uniquely in the market by offering certified and genuine products, developed in-house with a focus on the Indian consumer needs.
- Sales Strategy: Initially, Mivi relied heavily on word-of-mouth marketing due to its online-only presence, later expanding into social media and influencer marketing with significant traction.
- Customer Service: Mivi places a high priority on customer service, offering support via multiple channels like email, phone, and WhatsApp. Plans are in place to further simplify and enhance the customer service experience.
Technological Focus:
- Midhula has highlighted the importance of technologies like IoT (Internet of Things) and AI (Artificial Intelligence) in the future market of phone accessories.
- Mivi's R&D department is continuously working on integrating the latest technologies such as improvements in Bluetooth, better ICs, and other sound-related technologies as part of their focus on the audio segment.
Challenges and Solutions:
- Market Penetration: Being predominantly an online brand, building initial consumer trust was a significant challenge. This was addressed by focusing on quality and robust after-sale service.
- Competitive Landscape: Mivi competes against both uncertified Chinese products and expensive international brands by offering certified alternatives at competitive prices, developed specifically for the Indian market.
Future Plans:
- Product Expansion: Aiming to further expand its product line in the audio segment.
- Offline Retail: Plans to foray into offline retail to bolster market reach.
- Enhanced Customer Service: Continuous improvements to make customer service more accessible and responsive.
Personal Highlights:
- Entrepreneurial Vision: Midhula's motivations stemmed from the gap in the market for affordable, high-quality electronics with reliable after-sales service, inspired by her experiences in the US and the unorganized nature of the Indian market.
- Social Influence: Utilizing social media effectively with campaigns like “Did You Know” which educates customers about the advantages of Indian-made products, and partnerships with key influencers.
- Leadership: Midhula takes pride in a team predominantly composed of women, emphasizing the role of an inclusive workplace in driving the company’s success.
Interviews and Media Appearances:
1. TechSci Research Interview: Focused on emerging trends in the mobile accessories market in India and Mivi's growth strategies (Link: [TechSci Research](https://www.techsciresearch.com/blog/interview-of-midhula-devabhaktuni-from-mivi-on-emerging-trends-of-phone-accessories-market-in-india/91.html)).
2. YouTube Interviews: Multiple interviews on platforms like Sakshi TV and Mediabrief discussing Mivi’s journey and strategy.
3. SheThePeople Interview: Detailed conversation on Midhula's entrepreneurial journey and vision for the tech industry in India.
Notable Mentions and Activities on LinkedIn:
- Posts emphasize Mivi’s commitment to "Made in India" products and their impact on local manufacturing and economy.
- Engagement in discussions around technological advancements and market trends.
This report encompasses the significant professional and strategic endeavors of Midhula Devabhaktuni, providing valuable insights into her role and impact at Mivi.
