Japan Reloaded: Electronics Titans Return to India with Precision

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Japanese electronics giants are quietly re-entering India with a refined strategy focused on premium value, design innovation, and reliability. With India’s consumer electronics market set to double by 2029, brands like OM System and Murata are betting on niche portfolios, local manufacturing, and GCC expansions to regain relevance and market share.

Japan’s Tech Titans Return to India—This Time with Precision and Purpose

After years of retreat, Japanese electronics companies are pressing replay on their India strategy. Once dominant in the Indian market, brands like Sony, Panasonic, and Toshiba saw their influence wane amid rising competition from Korean and Chinese players. Now, a new wave of Japanese firms is tiptoeing back—with a rewired gameplan.
According to Redseer, India’s $75 billion consumer electronics market is projected to reach $130–150 billion by 2029. Yet Japanese brands currently hold less than 5% market share. To reclaim ground, they’re adopting a leaner, more focused approach: smaller product portfolios, premium positioning, and strategic partnerships.

Major Takeaways

- OM System’s Comeback: Formerly Olympus Imaging, OM System has re-entered India with a curated range of cameras and lenses, five years after its exit. The brand is betting on design-led storytelling and professional-grade optics to appeal to niche audiences.

- Murata’s Manufacturing Push: Murata Manufacturing, a key iPhone component supplier, is setting up a factory in Tamil Nadu’s OneHub Chennai Industrial Park to produce multilayer ceramic capacitors. Full-scale operations are expected by FY2026.

- GCC Expansion Strategy: Japanese MNCs are rapidly establishing Global Capability Centres (GCCs) in cities like Bengaluru, Hyderabad, and Pune. These hubs are being positioned as Centers of Excellence to drive innovation, digital transformation, and cost efficiency.

- Shift from Mass to Class: Unlike previous attempts to compete in mass-market segments, Japanese firms are now targeting premium consumers who value durability, aesthetics, and brand heritage.

- Localized Partnerships: Collaborations with Indian distributors, retailers, and state governments are helping Japanese brands navigate regulatory landscapes and consumer preferences more effectively.

This strategic re-entry reflects a broader recalibration of Japan’s global business outlook. Faced with aging domestic markets and rising operational costs, India offers a youthful, tech-hungry consumer base and a robust talent pool. If executed well, Japan’s second innings in India could be a masterclass in brand revival.

Sources: Daily Expert News, New Indian Express, Business Today