Comprehensive Business Overview of Mivi
MiVi, founded by Midhula Devabhaktuni and Jeshwanth Gannamaneni in 2015, is an Indian brand known for high-quality audio products, including wireless earphones, Bluetooth speakers, and accessories. MiVi was conceptualised to provide high-quality audio devices that had both performance and demand. Their vision was Make in India fostering homegrown innovation. MiVi was conceptualised by releasing earphones and Bluetooth speakers. For superior sound quality and sleek design, MiVi gained popularity. MiVi is delighted to assist with seamless customer experience for after-sales service.
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Mivi User Base Growth (2020–2024)
MiVi’s capitalisation expansion on online shopping amidst the pandemic in 2020 on platforms such as Amazon, Flipkart, and their website was a major boost for catering users with a wide range of options. MiVi’s affordability and high-quality audio products comfort budget-friendly pockets specialising in the wireless audio segment. In 2021, product line expansion by MiVi included wireless earphones, Bluetooth speakers, and additional accessories. This fostered consumers with a mix of affordability and premium features. In 2022, targeted digital marketing campaigns and influencer partnerships boosted the user base with customer engagement through social media and influencer endorsements. In 2023, the global footprint of MiVi saw a significant rise, particularly in Southeast Asia. The brand’s affordability and focus on high-end audio technology attracted many customers. Continuous product innovation MiVi introduced advanced features in its audio products. The brand also prioritised after-sales service to build customer loyalty. Mivi User Base Growth is summarised below:
| Year | Approximate User Base Growth | Key Strategies & Activities | Elaboration |
| 2020 | 5 Million+ | Focused on expanding reach through online platforms and affordable products | Mivi grew rapidly by leveraging online channels such as Amazon and Flipkart, capitalizing on the shift to e-commerce. |
| 2021 | 7 Million+ | Introduced new product categories (earphones, Bluetooth speakers) | Mivi expanded its product portfolio, introducing more affordable yet premium audio products, and attracting a broader consumer base. |
| 2022 | 10 Million+ | Increased marketing efforts and influencer partnerships | Strengthened brand visibility through collaborations with influencers and digital marketing campaigns, boosting user engagement. |
| 2023 | 15 Million+ | Aggressive expansion in international markets launched premium products. | Mivi diversified into international markets and launched higher-end products, targeting premium customers while maintaining its core base in India. |
| 2024 | 20 Million+ | Continued product innovation and strong customer service focus | Focused on user satisfaction, creating a loyal customer base through continuous product upgrades and improved after-sales service. |
Mivi Product Range (2020–2024)
In 2020 MiVi entered the wireless earbuds market, offering good sound quality for a budget-friendly price. MiVi Collar was a neckband-style Bluetooth earphone providing comfortable wear, long battery life, and high-quality sound for fitness enthusiasts. MiVi Thunderbeats 2 belongs to the sports earphones category suitable for high-quality sound for fitness enthusiasts. In 2021, MiVi Roam 2 was launched as a compact, portable Bluetooth speaker having a rugged design, built to provide clear audio on the go, offering waterproof features and durable construction. MiVi Fort is a powerful Bluetooth speaker whose sound profile is bass-driven and higher wattage, specifically designed for outdoor adventures and parties. MiVi Play 2 is a smaller affordable speaker with decent sound quality for indoor use. Smart wearables, in 2022, the MiVi smartwatch transitioned into the wearable space offering affordable smartwatches for fitness tracking, notifications, and basic health monitoring features. MiVi Z2 Bluetooth Headset was launched along with features such as noise isolation and clear sound, for users who want high-quality sound for calls and music while on the go. In 2023, Mivi DuoPods F50 are wireless earphones with features such as noise cancellation, superior bass, and touch controls for users who enjoy premium audio quality at an affordable price. MiVi Over-Ear Wireless Headphones were launched in 2023, with enhanced noise-cancelling features and longer battery life. In 2024, MiVi Roam 3 will have a speaker with enhanced sound quality, improved battery life, and better connectivity for an even more immersive audio experience. MiVi SuperBass Bluetooth speaker was launched for richer audio profiles. Mivi Cable Collection, offered accessories such as charging cables, ensuring compatibility with their products while maintaining the same high-quality build and performance.
| Year | Product Category | Key Products/Features | Elaboration |
| 2020 | Wireless Earphones | Mivi Duopods, Mivi Collar, Mivi | Thunder beats 2Focus on affordable wireless earphones with solid audio quality, Bluetooth connectivity, and long-lasting battery life. |
| 2021 | Bluetooth Speakers | Mivi Roam 2, Mivi Fort, Mivi Play 2 | Introduction of portable, durable Bluetooth speakers with high-quality sound and long battery life, designed for outdoor and indoor use. |
| 2022 | Smart Wearables | Mivi Smartwatch, Mivi Z2 Bluetooth Headset | Expansion into smart wearables, offering fitness tracking, heart-rate monitoring, and fitness-focused features at competitive prices. |
| 2023 | Premium Earphones & Headphones | Mivi DuoPods F50, Mivi Over-Ear Wireless Headphones | Enhanced audio experience with noise-cancellation, bass boost, and longer battery life, catering to customers seeking premium sound quality. |
| 2024 | Bluetooth Speakers & Accessories | Mivi Roam 3, Mivi SuperBass, Mivi Cable Collection | Continued innovation in audio products, including enhanced speakers with deeper bass and expanded range, and new accessory offerings like charging cables and cases. |
Mivi Social Media Follower Growth by Platform (2020–2024)
For MiVi Instagram remained the preferred platform as followers increased from 500K in 2020 to 6M in 2024. This was due to leveraging features such as Stories, Reels, and influencer marketing. This increased audience engagement. Steady growth on Facebook was observed from 250K in 2020 to 1.5M. Twitter saw a digital presence with an increase from 50K in 2020 to 700K in 2024. From 2020 to 2024 YouTube saw an increase in followers from 100K followers to 600K followers. Mivi Social Media Follower Growth by Platform is summarised below:
| Year | Platform | Followers | Key Growth Strategies | Elaboration |
| 2020 | 500K | Influencer collaborations, festive campaigns | Instagram was Mivi’s primary platform, leveraging visuals, influencer partnerships, and targeted festive campaigns to grow its audience. | |
| 250K | Product promotions, customer interaction | Mivi engaged its Facebook audience through product posts, customer support, and community-building activities. | ||
| 50K | Announcements, real-time updates | Used Twitter for real-time updates and customer engagement, attracting a smaller but engaged following. | ||
| 2021 | 1M | Product teasers, giveaways, interactive Reels | Instagram growth doubled as Mivi utilized features like Reels and Stories for product teasers and interactive campaigns. | |
| 400K | Paid ads, product launches | Facebook ads and exclusive product launch posts helped grow followers among a slightly older demographic. | ||
| 100K | Tech conversations, customer queries | Mivi expanded its Twitter presence by participating in tech-related discussions and addressing customer queries. | ||
| 2022 | 2M | Video content, influencer marketing | Continued focus on video content like product tutorials and influencer promotions to boost engagement and followers. | |
| 700K | Live sessions, festive discounts | Facebook saw steady growth with live product demos and festive discounts targeting loyal customers. | ||
| 200K | Brand voice, engaging tweets | Strengthened its presence with a more relatable brand voice and quick, witty responses to trending topics. | ||
| YouTube | 100K | Product reviews, tutorials | Launched its YouTube channel to provide in-depth product reviews and tutorials, attracting tech-savvy customers. | |
| 2023 | 4M | Viral challenges, micro-influencer partnerships | Tapped into viral social media challenges and collaborated with micro-influencers for niche audience growth. | |
| 1M | Customer loyalty programs, exclusive content | Offered exclusive content and loyalty program rewards to retain and grow its Facebook community. | ||
| 400K | Trend participation, real-time brand interactions | Actively participated in trending hashtags and maintained real-time brand interactions with followers. | ||
| YouTube | 300K | Behind-the-scenes content, product launches | Boosted YouTube presence with behind-the-scenes videos and live product launch events. | |
| 2024 | 6M | Global campaigns, interactive Stories | Focused on global campaigns and utilized interactive Instagram Stories to connect with a broader audience. | |
| 1.5M | International targeting, video ads | Ran targeted video ads for international audiences, resulting in steady follower growth. | ||
| 700K | Campaign promotions, tech news | Used Twitter to promote campaigns and share the latest tech news, gaining a larger audience. | ||
| YouTube | 600K | Collaboration, user-generated content | Collaborated with tech influencers and encouraged user-generated content to further grow its YouTube audience. |
Financial Statistics of Mivi (2020–2024)
MiVi revenue in 2020 reported a substantial surge due to increased reliance on e-commerce platforms like Amazon, Flipkart, and its website during the COVID-19 pandemic. In 2021, the growth trajectory was maintained as the product range diversified. Brand recognition helped MiVi to mark its presence in the electronic markets. In 2022, Global expansion marked MiVi’s reach to Southeast Asia and the Middle East. In 2023, premium audio products, such as noise-cancelling earphones and over-ear headphones fostered MiVi’s care for customers. In 2024, MiVi prioritise new product features and innovation-catered after-sales service. Financial Statistics of Mivi have been summarised below:
| Year | Revenue (in INR) | Key Financial Highlights | Elaboration |
| 2020 | Rs. 300 Crore | Surged revenue due to e-commerce sales | Mivi saw significant growth in 2020 as e-commerce sales skyrocketed during the pandemic. The brand focused on affordable yet high-quality audio products, which helped boost sales. |
| 2021 | Rs. 500 Crore | Expanded product range and brand partnerships | Mivi introduced new products like Bluetooth speakers and smartwatches, increasing its revenue. The brand also established key collaborations and influencer partnerships. |
| 2022 | Rs. 800 Crore | International market expansion | Mivi expanded to international markets such as Southeast Asia and the Middle East, which significantly contributed to a surge in revenue. |
| 2023 | Rs. 1,100 Crore | Premium products and marketing campaigns | Mivi launched premium audio products with enhanced features, attracting a higher-value customer segment. Aggressive marketing campaigns further fueled sales growth. |
| 2024 | Rs. 1,400 Crore | Continued product innovation and a loyal customer base | The brand continued to strengthen its position in both domestic and international markets. In 2024, Mivi’s focus on customer satisfaction, innovative products, and global expansion led to steady revenue growth. |
Mivi Customer Demographics (2020–2024)
In 2020 Youth from 18-34 years old snooped into this affordable yet high-quality audio product. The segment specialised was wireless earphones, Bluetooth speakers, and affordable alternatives to more expensive global brands. In 2021, MiVi transitioned to fitness enthusiasts and shoppers from semi-urban areas. Thus managing its reach to tier 2 and tier 3 cities. In 2022, MiVi focused on a global expansion strategy by marking its presence in Southeast Asia and the Middle East. The premium-seeking demographic was MiVi’s new target in 2023. In 2024, MiVi managed to achieve both loyal followers and new customers from international markets. Mivi’s Customer Demographics have been summarised below:
| Year | Key Demographic Group | Age Group | Gender | Location | Key Buying Preferences / Trends | Elaboration |
| 2020 | Young, Tech-Savvy Consumers | 18-34 | Both | Primarily Urban India | Affordable, high-quality audio products, wireless earbuds, Bluetooth speakers | In 2020, Mivi’s core customer base consisted of younger, tech-savvy individuals looking for affordable wireless audio devices. Most sales were concentrated in urban areas, where e-commerce had a significant uptick. |
| 2021 | E-commerce Shoppers & Fitness Enthusiasts | 18-40 | Both | Major Indian cities, expanding to tier 2 cities | Budget-friendly earphones, wireless speakers, and fitness-focused wearables | The 2021 demographic expanded as Mivi introduced fitness-centric products like smartwatches. Urban and semi-urban markets showed growing demand for affordable audio accessories and fitness wearables. |
| 2022 | International Consumers & Budget-Conscious Shoppers | 18-45 | Both | Southeast Asia, Middle East, and India | Affordable audio products, portable Bluetooth speakers, durable designs | As Mivi expanded internationally, it attracted a global demographic. Customers in Southeast Asia and the Middle East valued Mivi’s budget-friendly offerings, including Bluetooth speakers and wireless earphones. |
| 2023 | Premium Product Seekers & Tech Enthusiasts | 18-45 | Both | India, International | High-quality audio, noise-cancelling products, long-lasting battery life | With the launch of premium products like noise-cancelling earphones and over-ear headphones, Mivi targeted a segment looking for better sound quality and more advanced features. This shift attracted both tech enthusiasts and premium product seekers. |
| 2024 | Loyal Customers & International Expansion | 18-50 | Both | India, International Markets | Product innovation, customer loyalty, post-purchase support, exclusive offerings | By 2024, Mivi’s customer base was both loyal and diverse, including international customers from countries like Southeast Asia, the Middle East, and India. Customers appreciated the brand’s innovation, high-quality products, and excellent after-sales service. |
