Business

Forgotten Brands – Dyanora

In the 1970s and 1980s, licence raj severely limited the production and distribution of televisions. Those businesses who obtained a licence saw their profits soar in the absence of rivals. Dyanora was one of these brands.

Founded in 1973 by the Tamil Nadu Industrial Development Corporation and businessman Obul Reddy, Dynavision Ltd. was the owner of Dyanora TV. From 1975 through 1995, it was manufactured by the thousands. Even though television ownership was more of a novelty back then, the brand dominated middle-class households in the southern regions of India.

Copywriter/author/entrepreneur Ravi Menon combined the terms “dynamic” and “ora” to create the name “Dyanora” for Obul Reddy.

In 1975, Dyanora became the first Indian company to mass-produce black-and-white TVs; by 1982, the company had introduced colour sets.

When the government began erecting more transmission towers around the nation in the 1980s, TV marketers finally saw meaningful growth in their sales.

During the years of the licence raj, Dyanora quickly rose to prominence and became the de facto standard.

Abolishing the “licence raj”

Since company permits were handed out much more freely during the economic reforms of the 1990s, Dyanora lost some of its lustre. Many medium and small-sized businesses entered the television manufacturing and distribution markets as a result of the open license policy.

In the past, Dyanora had only to contend with Solidaire, but the playing field became more competitive.

Dyanora was up against competition from both global and domestic giants, as well as smaller regional rivals. In such a cutthroat environment, it perished. Profitability was negatively impacted as demand started to fall.

The brand did not make it. The corporation, like its customers, was uncertain about the brand’s trajectory, when up against established rivals,

Similarly, Dynavision favoured expanding an international brand over developing the domestic Dyanora.

The firm and the French giant Thomson International formed a joint venture in 1995 to market Thomson products in India. Dyanora was banished to the sidelines while everyone paid attention to Thomson. Dyanora’s market share declined significantly due to consumers’ preference for competing national and international brands.

In 1999, the firm was acquired by BIFR and subsequently disappeared. A new line of TVs with the brand name has been introduced recently.

Reference

http://marketingpractice.blogspot.com/2009/02/dyanora-rip-1975-1995.html

Vejay Anand

For consultation and advice - https://topmate.io/vejay_anand_s

Recent Posts

Reviving Legends: How Authentic Brands Group Transforms Struggling Icons into Billion-Dollar Successes

Authentic Brands Group’s model of breathing new life into iconic names is a testament to…

6 hours ago

Brewing Stardom: How George Clooney Turned Nespresso into a Global Luxury Icon

Nespresso's strategy wasn't just about leveraging Clooney's fame—it was about crafting a compelling narrative that…

2 days ago

Healthy Paws, Happy Hearts: Why Pet Parents Invest More in Functional Supplements

Pet owners' strong desire to ensure their pets' well-being, joy, and longevity drives functional supplement…

3 days ago

From Cart to Counter: Why 3 Minutes Feels Longer Than 3 Hours in a Supermarket

Delays at the checkout counter disturb shoppers' mental flow, symbolising a shift from exploration to…

4 days ago

The Genesis of “Intel Inside” — A Marketing Revolution

The story of "Intel Inside" exemplifies how visionary marketing can redefine industry norms making it…

5 days ago

From Plates to Bowls: What Pet Food Brands Can Learn from Human Weight Management Trends

Addressing pet obesity through innovative products, enhanced services, and consumer education can benefit both pets…

7 days ago