Brands
“AIWA India stays ahead by closely monitoring market trends and consumer behaviour”: AIWA India’s Ajay Mehta
Mumbai: Founded in 1951, AIWA, a pioneer in consumer electronics, once dominated the audio scene with iconic cassette tape recorders. The company is best known for its speakers, boomboxes, and stereo systems. After a hiatus, the brand has resurged globally, including in India, with innovative devices meeting the demands of today’s tech-savvy consumers. Committed to quality and affordability, AIWA India strives to redefine the electronics landscape with a ‘Made in India’ touch and unparalleled after-sales service.
Indiantelevision.com in an email chat with AIWA India MD Ajay Mehta gained insights on Aiwa’s differentiating aspect, capitalising on the evolving trends in the consumer electronics landscape, and more…
Ajay Mehta has also been heading the MCC Group since its inception in 1991. Over the past three decades, Ajay has handled several brands, nationally, including, Canon, Polaroid, JVC, Mitsubishi Electric, and Toshiba.
Edited Excerpts:
On AIWA setting itself apart from other consumer electronic brands
AIWA stands out due to its legacy of innovation, commitment to quality, and a customer-centric approach. We prioritise delivering cutting-edge technology combined with user-friendly designs, providing consumers with reliable and feature-rich products that enhance their lifestyle.”
On AIWA’s strategic vision for establishing itself in the diverse Indian market aligning with upcoming product launches
Our strategic vision revolves around understanding and addressing the diverse needs of Indian consumers. We focus on continuous research and development to introduce products tailored to Indian preferences, such as customized sound systems and smart home solutions. Our upcoming launches align with this vision by offering a blend of innovative features and localized offerings.
On the company’s plan to adapt to or capitalise on the evolving trends in the consumer electronics landscape in India
AIWA India stays ahead by closely monitoring market trends and consumer behaviour. We adapt swiftly by integrating emerging technologies into our products, such as IoT capabilities, eco-friendly designs, and enhanced connectivity options. This agility enables us to cater to evolving consumer needs while staying at the forefront of technological advancements.
On the challenges that AIWA is currently addressing in the Indian market, and conversely, where does the company see significant opportunities for growth and expansion in the consumer electronics sector in India
In the Indian market, we are addressing challenges related to intense competition and rapidly changing consumer preferences. However, we perceive immense opportunities in the growing demand for smart home devices, quality audio systems, and cutting-edge entertainment solutions. Our focus on innovation, quality, and customer satisfaction positions us well to capitalise on these opportunities.
On the vision and mission for AIWA India
Our vision is to be a leader in providing innovative, high-quality consumer electronics that enrich people’s lives. AIWA India’s mission is to consistently deliver technologically advanced and reliable products, coupled with exceptional customer service, empowering consumers to enjoy superior entertainment experiences and smart home solutions.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
