A Case Study On MIVI

    The MIVI company designs and builds high-quality mobile accessories for the Indian market. Amazon approached them to bring their products to the international market, but they wanted to focus first on the Indian market. MIVI designs and develops its products in Hyderabad while they are manufactured in South Korea and China.

    MIVI was founded in the year 2015 and is an Indian electronics brand. The company was founded in 2015 by Viswanadh and Midhula, a husband-and-wife team. Besides speakers and headphones, this brand also offers Bluetooth earphones, wireless earbuds, cables, chargers, and much more, all at value prices. In the Indian market, MIVI was launched with a mission to satisfy the need for high-quality electronic gadgets at an affordable price. MIVI has opened a manufacturing plant in India and launched their first Made in India Bluetooth speaker.

    MIVI’s products offer more features for an average basket size of two, at almost half the price of Sony and Philips, which do not have a large presence in their categories. In the segment of chargers, MIVI’s average price is approximately Rs 1,000.

    During its first year, MIVI earned Rs 8 crore in revenue. As of today, the company is selling 2.5 to 3 crores per month and aims to reach over 30 crores. An estimate by Global Market Insights indicates that the earphones and headphones market will top $25 billion by 2024.

    Even though e-commerce is growing rapidly, a very small percentage of overall revenue comes from it. The retail sector still plays a major role in the economies of Tier II and Tier III cities today. In order to reach more customers, Mivi wants to develop an omnichannel retail market.

    The Goal

    This website’s primary objective was to present MIVI as a premium brand for the Indian market. A website like this could serve multiple functions – it would display their products, provide customer support, and enable them to sell their products independently of Amazon.

    The majority of their customers would visit MIVI from mobile devices since MIVI developed premium accessories for mobile devices. Mobile users required a website that was fast & efficient. Also, all features had to be mobile-friendly, including product customization.


    In order to achieve a great mobile user experience, the first step was to design and optimize the mobile user experience. The design team spent several weeks with them redesigning the entire store & customer service portal. Each part of the website was designed to work on a wide variety of screen sizes and optimized for mobile devices.

    E-Commerce Platform

    In terms of the store, they decided to build it on the open-source e-commerce platform Spree Commerce – Spree provided most of the functionality they required for the store, including product and order management.

    E-commerce functionality was integrated into the store from the ground up using Spree. 

    Customizable Products

    Custom cases are the newest product line from MIVI. There is a variety of custom design options, and customers can upload their own designs, add stickers, and text, and order a case that is unique to them. In addition, these templates may be configured in a backend custom section, which allows users to upload base images, specify image placeholders, and prefill text fields.

    In our testing, we found that MIVI’s competitors have similar case builders, but they are not very polished, and none of them works on mobile devices. Even a mid-range Android phone can use all of this smoothly.

    Customer Segmentation

    As they are accessible through most social media platforms, they are easily approachable. The company targets 17–35-year-olds from college students to professionals who earn between Rs 15,000 and Rs 1 lakh per year. The company attracts 60 percent of its customers from Tier I cities.

    It was important to MIVI’s founders that their clients receive the best after-sales support. As a result, MIVI designed and built a customer service portal using Zendesk in order to provide information to customers and to enable them to contact the company if anything goes wrong. A chat service was also integrated so that customers could get immediate help when it was needed.

    Marketing Strategy

    Mivi started their marketing campaign by using YouTubers and social media influencers, a method that worked so well that their brand ambassador today, Bhuvan Bam, is a YouTuber and social media influencer. By using social media, MIVI has successfully influenced potential customers in a different, yet equally effective way.

    Mivi’s Competitors

    Mivi’s top 10 competitors include boAt, Boult Audio, Zebronics, Karbonn, Xegal India Private Limited, Gonoise, PTron, Skullcandy Ambrane, Intex Technologies.

    The Verdict

    MIVI offers a wide range of speakers at an affordable price. A very good audio experience will be available without having to spend a fortune. Choosing MIVI speakers will allow you to save money and at the same time, you won’t have to compromise on the sound quality.

    MIVI is among those brands that are committed to delivering exceptional quality products among the wide range of brands that are available in the Indian speakers and audio equipment industry. No matter which speaker a customer chooses, they get the best value for their money from the brand.

    Explore all of MIVI’s products here.

    Also Read: Urban Company & the Others: Competitors or Followers

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    Josie Patra
    Josie Patra is a veteran writer with 21 years of experience. She comes with multiple degrees in literature, computer applications, multimedia design, and management. She delves into a plethora of niches and offers expert guidance on finances, stock market, budgeting, marketing strategies, and such other domains. Josie has also authored books on management, productivity, and digital marketing strategies.

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