Consumer electronics is a fast-growing industry in India, and with so many options to choose from, it can be challenging to select the right brand. Two of the most popular well flourishing electronic brands in the market, Mivi, and BoAt, offers neck-to-neck top-notch features, which make consumers difficult to pick the right one according to their suitability. In this blog, we’ll take a closer look at both brands to help you make an informed decision when choosing between Mivi and BoAt.
Founders and when started.
Mivi:- Mivi was founded in 2016 by Midhula Devabhaktuni and Viswanadh Kandula
BoAt:- BoAt started in 2013 by Aman Gupta and Sameer Ashok Mehta
Headquarters
Mivi:– Hyderabad, India
BoAt :– Delhi, India
Products
Mivi:– Mivi primarily focuses on audio products such as earphones, headphones, and speakers. They offer a wide range of wireless and wired earphones, with a focus on affordability and style.
BoAt:– The product offerings of boAt encompass a broad spectrum of categories, including speakers, wireless earphones, earbuds, smartwatches, home audio equipment, and mobile phone accessories, among others.
Design and Build Quality
Mivi:– Mivi’s products are known for their sleek and stylish design, with a focus on compact form factor. They offer earphones and headphones in a variety of colors to cater to different tastes.
BoAt:- BoAt has a more rugged and outdoorsy design language. Their products are built to withstand the wear and tear of everyday use.
Made in?
Mivi
Mivi is the first and only brand in India to have a fully Indian-made portfolio. The brand’s 1500+ Indian engineers design, engineer, develop, and manufacture all of Mivi’s products in India, unlike other brands that import and assemble products before claiming them to be made in India. To explain this, MiVi path over a campaign where they are showing how other electronic brand import products and only assemble in India and call it Made in India whereas Mivi Manufactures, assembles, and get the final product ready, all in A-Z in India.
BoAt
BoAt product design, research, and development for a company based in Mumbai, India is done in-house, while the manufacturing is outsourced to China. Currently, some boAt products are made in India, but the majority of boAt headphones are manufactured in China and Vietnam, accounting for approximately 90% of production. This information is readily available on the boAt company’s official website, which openly acknowledges its reliance on Chinese and Vietnamese manufacturing. However, the boat company has recently expressed interest in expanding its manufacturing operations to India and aims to produce 30-40% of its products in-house by 2024.
Marketing
- BoAt
BoAt has established a strong presence in the market as a domestically grown brand since its establishment in 2016. It has gained recognition as a well-known brand, positioning itself as the fifth-largest wearable brand globally and India’s leading brand in earwear.
Here are a few sectors through which BoAt is successfully footing a strong presence in the market:-
1. Celebrity Collaboration and Influencer Marketing
What is the best way to showcase your brand on a wider level with smooth and easiest way? Collaborating with the faces who are themselves a brand and carry a troop of loyal fan following. The boAt used the same strategy, and it came out to be a successful one. BoAt has a lot of collaboration with Bollywood celebs and Influencers to widen out their market.
- Hardik Himanshu Pandya
2. Kiara Advani
3. Ayush Mehra
4. Shikhar Dhawan
5. Sanyam Sharma
2. Social Media
BoAt uses its social media very witty way. They know that their target audience is densely active on social media and their major marketing can be done through this platform. Meme marketing, giveaways, contests, promotional post, celeb collab, and quirky games, boAt social media game is top-notch.
3. Digital Marketing
BoAt is using Digital Marketing as a key weapon to flourish its business. It includes mobile marketing, email marketing, pop-up notifications, and much more.
4. Offline Marketing
Hoarding, advertising, seminars, sponsoring, collaboration with famous personalities or events like sunburn, and many more events come under the offline marketing of boAt.
2. MIVi
Here are a few sectors through which Mivi is successfully footing a strong presence in the market:-
1. Influencer Marketing
By leveraging social media influencers and YouTubers, MIVI has effectively created a powerful marketing campaign that reaches potential customers in a unique and impactful manner, as demonstrated by the success of their current brand ambassador, Bhuvan Bam, who is both a YouTuber and social media influencer.
Recently they have started a sketch format episode to highlight their top feature “Made in India” not just “Assemble in India”. For this campaign, they have selected a very funny comic content creator, Chetan Goel, to give this campaign a comical and engaging look.
2. Social Media
Mivi uses its social media well to promote its product through promotional posts, static posts, videos, reels, and recently they have also started meme marketing to increase engagement with viewers. The contest, Q&A, and giveaways have been perfectly fitted to promote products and hyping in sales.
3. In-store promotion
Mivi offers discounts, product demonstrations, and other incentives to customers who visit its stores. By creating a welcoming and informative in-store experience, Mivi has built customer loyalty and trust and increased the chances of making a sale
4. Online advertisements
Mivi uses various online platforms to advertise its products and reach a wider audience. This includes display ads on websites, social media platforms, and search engines. By targeting specific demographics and interests, Mivi can ensure its ads are seen by potential customers who are most likely to purchase its products.
Achievements
Mivi
Mivi, a proud ‘Make in India, Made in India’ brand, offers a range of audio and wearable products that resonate with Indian consumers. With its strong focus on meeting the needs and tastes of Indian customers at affordable prices, Mivi has captured a significant 6% market share in the TWS segment in India, according to a Business Insider report. With a staggering 140% YoY growth, Mivi recorded a revenue of 150 crores in FY22, solidifying its position as a leader in the industry.”
source: Bussiness Insider Report
BoAt
BoAt is the number 1 electronic brand in India for truly wireless earwear, and has a 34.3% market share as per Q3 CY21. It’s also the 3rd largest earwear + smartwatch brand globally and the 5th largest wearable brand in the world.
source: News18 India
Services
BoAt
BoAt is known for its exceptional after-sales service, with service centers available in all states in India and online chat & support options. The company also provides door-to-door service, even during times of crisis, making it one of the most reliable after-sales service providers in India.
Mivi
In terms of after-sales service, Mivi has limited options for its customers as there are no service centers in India. Customers must rely on the company’s customer care number and email for warranty claims and repairs. Mivi primarily operates through online e-commerce and its official website, so its offline presence is limited, making the trust in its after-sales service a bit less among consumers who prefer traditional support channels.
Which one to buy?
BoAT
If you are looking for a trustable, fashionable, and stylish brand for your gadgets, particularly audio products, then BoAt is a great choice for you. With a focus on delivering powerful sound and bass, as well as high-quality construction, BoAt’s audio products are ideal for those who demand the best. And, with exceptional after-sales service and customer support, you can trust BoAt products even when making a significant investment in truly wireless or soundbar products. BoAt sale service is better than Mivi.
Mivi
As a made-in-India brand with a focus on serving the local market, Mivi has a special connection with Indian consumers. The brand offers competitive and affordable prices for its products, which are well-built and feature-packed. With the customer care number readily available on the official website, it’s easy for customers to access Mivi’s after-sales service. And, with a widespread presence on various e-commerce platforms, Mivi products are convenient and accessible for purchase.
Mivi Vs BoAt banter
As we all know that Mivi is the first “Made in India” electronic brand and it has also launched its campaign “When Made-In-India meets Assemble-In-India” where they highlight, ”While others import, assemble and call it Indian-Made, Mivi’s 1500+ world-class Indian Engineers’ sole mission is to design, engineer, develop and manufacture our products in India”, other electronic brands like boat took this sarcasm quite personal and they gave a comeback reply with Now boat has also started manufacturing in India.
BoAt launched this campaign on their Official Instagram page with the caption,
Silence the stereotype and embrace the hard work💪🏽
Kuddos to @yashpradhan for contributing to the #MakeInIndia initiative as we together strive to break stereotypes at every level and continue to #RockInIndia
🇮🇳✨
Which brand do you prefer more? let us know in the comment section below.
