Mitashi is an Indian consumer electronics brand established in 1998 that has since expanded into multiple product categories including kids toys, TVs, air conditioners, washing machines, and more. The document outlines Mitashi's journey of starting as a distributor of video games and educational toys in 1991 to becoming a leading brand with a presence across India as well as in Europe and the Middle East. It discusses Mitashi's portfolio of brands, suppliers, service network, distribution channels, and future plans for expansion.

2. Mitashi a one of a kind
Uniquely Positioned Brand
A Premier Brand
in
`Kids Toys market
Premium Value Brand
in
Consumer Electronics

3. Hasmukh Gada
(Founder & Director)
&
Rakesh Dugar
(Founder & CMD)

4. Our Journey
• Started in 1991: Maze Marketing (distribution of video games, game cartridges,
telephone equipment etc)
• Exclusive Distribution of Sega Video Games (Japan)
• Mitashi was launched in 1998 with TV Games, Talking Educational Computers, etc.
and quickly became the market leader.
• Ventured into Audio Visual (A/V) Products in 2004

5. Our Journey
• Segregation of Brands by category in 2009,
– Consumer Electronics: Mitashi
– Kids Products:
– GameIn (Gaming Products),
– Skykidz (Fun and Learn Products),
– Pogo & Ben10 Products range
• Launched with Flat Panel TV’s in October 2010
• By 2014, Mitashi had cemented itself as a front running home grown brand in the
Flat Panel TV Industry.

6. Our Journey
• Enhanced Kids Products in 2014 by adding: Bang (Foam Bullet Guns) & Dash
(Remote Control Cars)
• In 2015 further expanding Kids Product Portfolio by adding: PlaySmart (Indoor &
Outdoor Toys), Hobby Lobby (DIY Products)
• Introduced Air Conditioners in February 2015
• Launched Full range of Washing Machines in March 2016

7. Our Vision & Purpose
To be the Most Trusted Brand
& Provide Innovative Solutions to
satisfy Customers Edutainment Needs

8. Divisions & Brands
Mitashi
Consumer Electronics
LED TV’s
Air
Conditioners
Washing
Machines
Home
Theaters
Gadgets
GameIn
Skykidz
Bang
DASH
Hobby
Lobby
Playsmart
We are focusing on using the Mitashi
name on the Consumer Electronics
Our Kids Division now consists of
Multiple brands and Mitashi name is
Used to denote it being a Mitashi Brand

9. Indian & International Presence
Mitashi is headquartered in Mumbai.
India Setup
– 12 Regional Offices across India.
– Over 500 people strong organization.
– Divisionwise separate Sales Teams
We are Internationally available in
Europe &
Greater Middle East
Soon launching in other countries

10. Suppliers
• Mitashi has longstanding ties with the Top-Most OEM Manufacturers in each
category
• We have introduced Make in India Products across various categories ie LED TV’s, Air
Conditioners, Washing Machines with Top Indian Manufacturers and working closely
with them to develop India as a export hub
• New Suppliers across China & India are approaching Mitashi to explore association
in existing and new categories

11. Service
• Widest reach to ensure maximum customers satisfaction.
• An All India Customer Care numbers ensures 24x7 reach
• Online Tracking of Complaints through WEB-CRM to ensure Lowest Turn Around
Time
200 +
Service Centers
Reach over
450
Cities, Towns and Villages
All India Customer Care Number
1800 102 9705
Over
20 million
Satisfied Customers

12. Supply Chain Management
• Mitashi has been operating on SAP since 2010 – to maximize Efficiency
• We have our Main Warehouse at Bhiwandi. serving as the Primary Hub for storage and deliveries Pan
India.
• Quality Check rejection rate is under 1%
• We have also established Multiple C&F centers across India to
ensure quick service to our partners.

13. GameIn
• Market leader in TV Video Games
• Mass Penetration among Indian Consumers.
• Pioneered Handheld Gaming with – “Smarty”
• The Thunder Bolt is World’s First Touch & Joystick Android Gaming Console,
preloaded with world famous games like Need for Speed, SimCity, Toy Story & more

14. Skykidz
Edutainment Products for children from 6mths to 6yrs of age.
Product Categories: Kids Tablets, Educational Products, Musical Products, Baby Toys,
Arts & Crafts products and many more.

15. Bang
• Foam based Toy Guns launched in May 2014
• It consists of 2 Ranges:
– Bang Strikers for Boys
– Bang Elektra for Girls
• Associated with BANG BANG movie starring Hrithik Roshan & Katrina Kaif

16. DASH
• Remote Controlled Cars
• Launched:
– Licensed Cars,
– Multi Functioned Cars

20. Kids Distribution
Highest distribution penetration in the Kids Industry
– Traditional distribution
4800+ outlets 165+ distributors
– Organized Retail
800 outlets
– Online
Across All Top Websites.

21. Kids Division
• Mitashi has diversified its Kids Division product offering from 1 stand alone brand to
6 Brands with 350+ products, catering to the child's every need.
• We currently rank 3rd and have our sights on becoming the
No. 1 brand in the Indian Toys Industry
GameIn Skykidz Bang DASH
Hobby
Lobby
PlaySmart

22. Mitashi Audio Video
Mitashi is the largest seller of Hometheaters and one of the leading brands in DVD’s in
Consumer Electronics Industry.
We strive for innovation with introduction of Bluetooth in our 5.1 Ch, 2.1Ch and Tower
Speakers and Portable Bluetooth Speakers

23. Mitashi Audio Video

24. Mitashi LED TV’s
• Mitashi has established itself as one of the key
players in this segment since 2010.
• Focus on product quality has led to Mitashi LED’s
being voted the Best TV’s in 32” & 24” sizes
and 2nd in 40” size.
• Mitashi LED TV Commercial - Oct 2010

26. Mitashi LED TV’s
15” to 65”
LED TV’s
Prices ranging from
Rs. 6,990/- to Rs. 1,29,000/-
We offer our consumers the Widest Range of Products to select from

28. Mitashi Air Conditioners
• After almost 3years spent in research and market analysis, Mitashi launched Air
Conditioners in 2015 with 3 models an received an overwhelmingly positive
response.
• In 2016, we have expanded our range to 11 models with 3star / 5star & Inverter
options

29. Mitashi Air Conditioners

30. Mitashi Washing Machines
Mitashi has launched “Make in India” Washing Machines in April 2016 with 6.5kg and 7.5kg Semi
Automatic WM
Since then expanded the range rapidly to include multiple sizes of Semi Automatic & Fully Automatic
Washing Machines
Semi Automatic Washing Machines – 6.5Kg, 7.0Kg, 7.5Kg, 8.0Kg, 8.5Kg
Fully Automatic Washing Machines – 5.8Kg, 7.2Kg, 7.8Kg

31. Mitashi Washing Machines
New Range of Fully Automatic Washing Machines
5.8kg 7.5kg 7.8kg

32. Partnered Multiple C&F Agents and Direct Billing Partners to ensure presence over thousands of consumer touch
points across India.
Mitashi has developed an in-depth distribution network in the following states.
– Rajasthan
– Gujarat
– Maharashtra
– MP/CG
– Tamil Nadu
– Kerela
– West Bengal
– Assam
– Uttar Pradesh / Uttarakhand
We enjoy long standing relations with our Distribution partners which provides Increased Market Reach and Risk
Appetite with Stable & Established Dealer Database
Distribution – Traditional
7400
Retailers
180
Distributors
8
C&F

33. Distribution - City Centric Chains
• Key City Centric Organized Retail Players across India join hands with Mitashi to do
business in a profitable way.
– Nandilath Gmart - Kerela
– Vijay Sales - Mumbai
– Kohinoor – Mumbai
– Girias – Tamil Nadu
– Sathya – Tamil Nadu
– Venus – Tamil Nadu
– Great Eastern – West Bengal
– Lotus – MPCG
– Harsha - Karnataka
– Pai – Karnataka

34. Distribution – National Organized Retail
• Key National Organized Retail Players across India join hands with Mitashi to do
business in a profitable way.
• Metro
• MORE – ABRL
• Spencers
• Reliance Digital
• Big Bazaar
• Ezone
• Croma

35. Distribution - Online
• Mitashi is partnered with India’s Top Performing E-Retail Players:
– Amazon
– Snapdeal
– Paytm
– Various others
• Mitashi does business with them at its terms without any partner undercutting and
cement its premium value position.

36. International Retail Presence
• We are present at the following retail stores and expanding rapidly.
– Existing partners
• Grand
• Nesto
• Ramla
• Abu Dhabi Co. Op
Housing Society
• Souq.com
• KENJ
– Expanding to
• LULU
Mitashi at Nesto – 13th Dec 2015

38. Corporate Clients

39. History
• Indian Consumer Electronics has its origins since the 1960’s. Back then it was heavily
controlled by the government, by the 1980’s government had started slowly
liberalizing this space allowing imports of Radio Transistors and Color Televisions.
• The ICE has seen many Indian Brands with illustrious histories, names like Videocon,
Onida, Godrej, BPL, T-Series etc
• The 90’s saw the entry by International Brands, most notably from Japan & Korea
eg- Sony, Samsung, LG, Panasonic, Toshiba. Some of which came to dominate the
markets with a combined share of 90%.

40. The Present
• Currently the face of ICE is changing rapidly with a few key drivers:
– Rapid Technological Developments
– Sharply falling prices
– Rapid rise of new brands Intex, Micromax
– Failure of Chinese & Japanese brands – Skyworth, TCL, Haier, Funai
– Reducing market share of Japanese and Korean MNC’s

43. Mitashi’s Growth

44. Growth
• Mitashi is present in all the Low Penetration & High Growth
Categories
• LED TV’s
• Air Conditioners
• Washing Machines

45. Our Philosophy

46. Brand Positioning
Televisions Air Conditioners Toys & Gaming
Large MNC Players
Samsung, Sony, LG,
Panasonic, Toshiba
Samsung, Panasonic, LG,
Hitachi, Daikin, Whirlpool,
Mattel
Premium Home Grown
Brands
Mitashi, Videocon, Onida, Voltas, Carrier, Blue Star,
Mitashi, Onida, Lloyd, Godrej,
IFB
Mitashi, Funskool
Entry Level Brands
Micromax, Intex, Lloyd,
Weston, Salora, Tseries,
Arise,
Kenstar, Videocon Frank, Zephyr, Olympia,
Leoplast, Excel, Little Feelt,
Prem Ratna,
Small Foreign Players
Sharp, TCL, Haier, AOC,
Funai, Skyworth, VU,
Sansui
Midea, TCL, Haier, Mitsubishi,
O General
Simba, Bandai, Chicco,
Maisto
In the last 2 decades, Mitashi has consistently delivered
high quality products & services, establishing itself as a leading brand across
multiple product categories.

47. Brand Positioning
Premium Value Brand
Indian Brands Mitashi Foreign Brands
High Quality Products at Affordable prices
Quality Price
We remain committed to pursuing business with integrity
so that together we can build a better world

48. Festive Season 2014
Mitashi LED TV Commercial - Sept 2014

49. Royal Meet 2015
Rahul Dravid on using Mitashi - Sept 2014

50. PIKU
• Top Celebrities
• Best Family Movie of 2015
• Top 5 Grossing movies of 2015
• Mitashi PIKU - April 2015

51. Festive Plans
2016

52. 4K UHD SMART LED TV Range
Launching Complete Range of 4K UHD SMART LED Televisions - 65 / 55 / 50 / 40
Mitashi 4K UHD Smart LED TV Commercial - September 2016

53. Newspaper Ads
• Full Page Ads
• Half page Ads
*Based on Regional Business Plans

54. Dealer Meets
• Drive Sales with Multiple Local Level Dealer Meets

55. Local Promotions

56. BTL
• Catalogues

57. Smart BTL

58. BTL