He probably has a reason to feel so strongly about the business. What this has meant is that MIRC had to let go of certain loss-making businesses, sell land parcels, and offer voluntary retirement to 180 employees. Any company is two years or three years away from closure unless they do the right things,” says Mansukhani.

“The future is not what one would expect it to be. 377 on Fortune India’s Next 500 list for this year it was No. This approach has turned around the fortunes of the company-pulling it out of the red (see graphic). His thoughts highlight the agile and nimble approach MIRC-the company he set up with chairman and managing director Gulu Mirchandani in 1981-has adopted towards its business. Mansukhani, a marine engineer by training, says that the focus is to take the business forward fast, double it in two-four years, and maintain profitability.

“We could sell Onida House and put back the proceeds into the business,” says the 69-year-old, explaining that the move makes perfect business sense and there is no place for sentiment in business. It was MIRC’s first factory when it ventured into television manufacturing in collaboration with JVC of Japan, just before the 1982 Asian Games brought colour broadcasts to the masses.

Situated on one of the main roads in Andheri East, a suburb in Mumbai, Onida House is a landmark white two-storey building. I barely finish saying that I’m aware of the co-working firm, when Mansukhani says he and the staff in the building, Onida House, should probably move into one of the WeWork co-working office spaces. “Do you know about WeWork?” asks Vijay Mansukhani, managing director, MIRC Electronics Ltd-the makers of the Onida brand of electronic products. The commercial would end with the tagline: “Neighbour’s envy, Owner’s pride.”Īs I’m mentally counting the number of actors who played the character, a question brings me back to the present. The‘devil’ for those of us growing up in the 1980s and 1990s was an iconic figure with green horns and a cape, which appeared in advertisements for Onida televisions. On a sunny winter afternoon, I’m sitting in a sparsely done-up office in the ‘devil’s lair’.

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