MIRC Electronics Ltd., the company behind the iconic Onida brand, has appointed Gunjan Srivastava as its Chief Executive Officer and Managing Director. He joins the 45-year-old Indian consumer electronics company with a mandate to lead a strategic turnaround and reposition the legacy brand in an increasingly competitive market.
Srivastava moves into the role following his departure from BSH Home Appliances, where he spent nearly 12 years in leadership positions. Most recently, he served as CEO of BSH UK & Ireland, after previously leading BSH India as CEO.
In India, he oversaw 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 navigated a complex business environment marked by high online penetration, a mature kitchen retail ecosystem, post-Brexit and post-Covid consumer shifts, intensified Asian competition, and the rise of direct-to-consumer channels. Over five to six years, BSH UK & Ireland strengthened its market standing, improved profitability, and progressed toward a leadership position in the region.
Announcing his move on LinkedIn, Srivastava wrote, “After almost 12 years at BSH Home Appliances, starting as the CEO of BSH India and finishing as CEO of BSH UK & Ireland, its time for me to move on to another very exciting turnaround entrepreneurial journey in transforming Mirc Electronics in India.”
He added, “I am confident that along with the team and the shareholders and new investors who are strongly backing the team, we will be able to transform the company to its earlier glorious heights and create value for all stakeholders.”
Earlier in his career, Srivastava held leadership roles at Sennheiser, Apollo Health, Philips, Gillette, and Wipro, building extensive experience across consumer electronics, healthcare, and technology sectors.
MIRC Electronics is widely recognised for the enduring Onida brand promise, “Neighbours envy, Owner’s pride,” and was once a dominant force in India’s television and audio segments. In recent years, however, it has faced mounting competition from both domestic and global players amid changing consumer preferences and rapid digital transformation.
Srivastava’s appointment comes at a pivotal moment as legacy Indian consumer electronics companies seek to reinvent themselves in a market defined by technological disruption and heightened competition. Industry observers will closely track the company’s next phase under his leadership as it attempts to regain momentum and strengthen its market position.
