In an interview with TimesTech, Anurag Sharma, Managing Director and CEO of AKAI India, shares how the brand’s Japanese philosophy of MOTTAINAI continues to inspire purposeful, value-driven innovation for Indian consumers. He discusses AKAI’s focus on simplicity, reliability, and sustainable design—offering technology that enhances everyday living without excess. Under his leadership, AKAI India is redefining trust and relevance in the modern home electronics market.
Read the full interview here:
TimesTech: AKAI has a 90-year legacy rooted in the Japanese philosophy of MOTTAINAI, emphasizing simplicity and purposeful living. How is this philosophy reflected in AKAI’s current product strategy for Indian consumers?
Anurag: AKAI’s 90-year legacy is deeply rooted in the Japanese philosophy of MOTTAINAI, a belief in simplicity, purpose, and respect for resources. This principle continues to guide how we design and deliver technology for Indian households. Rather than adding complexity, we focus on meaningful innovation, features that serve a purpose, products that last longer, and designs that fit effortlessly into everyday life. For Indian consumers, value is no longer defined by excess, it’s defined by how well a product fits their needs. From air conditioners with Ayurvedic filters to refrigerators designed for optimal energy use, every AKAI appliance reflects the balance between performance and mindfulness. MOTTAINAI reminds us that good design is about doing more with less, and that’s exactly how we approach product development- smart, simple, and built to last.
TimesTech: Today’s Indian consumers are becoming more practical and value-conscious. How do you see this shift, from “smart complexity” to “simple reliability”, influencing product innovation and brand positioning in the home electronics segment?
Anurag: Indian consumers are redefining what they expect from technology. There’s a clear move from chasing “smart complexity” to seeking “simple reliability.” People want products that work efficiently, look elegant, and don’t overcomplicate everyday living. At AKAI, this shift has shaped our innovation philosophy. We’re focusing on intuitive functionality over unnecessary features, and practical design over excess. Our R&D teams are developing products that combine Japanese reliability with local consumer insights, ensuring every innovation is meaningful and easy to use. This change also influences how we communicate as a brand. Rather than promising everything, we promise what matters most: dependable performance and long-term value. In a crowded market, this clarity of purpose helps us build stronger trust with consumers who value authenticity over exaggeration.
TimesTech: In a market flooded with feature-heavy products, AKAI focuses on “honest innovation” and dependable quality. How does this approach help in building long-term trust and loyalty among Indian consumers?
Anurag: In an era where “more features” often dominates the narrative, AKAI’s philosophy of “honest innovation” stands out. We believe that technology should enhance life, not complicate it. That means prioritizing quality, efficiency, and transparency in every product decision. This approach has helped us nurture trust among Indian consumers. People can feel when a brand is authentic and our commitment to durable design, fair pricing, and consistent after-sales service reinforces that bond. AKAI doesn’t chase trends for the sake of it; we focus on innovations that add genuine value like energy-efficient compressors or health-focused air filters. By staying true to this principle, we’ve built a relationship based on reliability rather than marketing claims. Over time, that’s what creates loyalty. Indian families see AKAI not just as a product, but as a brand that respects their investment and simplifies their everyday life.
TimesTech: You’ve often spoken about delivering value-driven innovation. How is AKAI aligning its design, pricing, and technology roadmap with the “pay for what you use” mindset that’s shaping consumer choices today?
Anurag: Today’s consumer is conscious- both about what they buy and why they buy it. They’re willing to invest in technology that delivers real value without waste. AKAI’s design and pricing strategy is built around this very idea. We create appliances that give users control and flexibility. For instance, our multi-mode air conditioners let consumers choose performance levels according to need, optimizing power use. This “pay for what you use” mindset shapes everything, from engineering to user interface design. Our pricing too reflects fairness and transparency. We don’t believe in inflated price tags for features that go unused. Instead, we focus on dependable performance, long product life, and honest innovation. This is how we make technology accessible, sustainable, and relevant for modern Indian homes- offering exactly what people need, and nothing they don’t.
TimesTech: Under your leadership, AKAI India has been reimagining its presence in the market. Could you share some key milestones or initiatives that have helped redefine the brand’s identity and connect with modern Indian households?
Anurag: AKAI’s journey in India has been about rediscovering our roots and reimagining relevance. Over the last few years, we’ve strengthened our product portfolio, entered new categories, and introduced fresh design language, all while staying true to our Japanese heritage. Milestones like the launch of our washing machine series and Cool Qube refrigerators marked a renewed focus on performance and simplicity. We’ve also expanded our AC range to suit India’s diverse climates, reinforcing AKAI India as a reliable partner for every season. Beyond products, our digital-first brand presence and customer engagement initiatives have deepened our connection with modern Indian households. AKAI today stands for dependable, well-designed technology, crafted with precision, built for everyday life, and backed by decades of trust. It’s a brand transformation rooted in substance, not slogans.
TimesTech: As a futurist and industry leader, what major consumer or technology trends do you believe will shape the future of the home electronics industry in India over the next five years and how is AKAI preparing for them?
Anurag: Over the next five years, we see three major forces shaping the home electronics industry in India, smart sustainability, purposeful innovation, and personalized living. Consumers will increasingly seek efficient, eco-conscious products that infuse effortlessly into their homes and lifestyles. AKAI India is preparing for this future through continuous R&D investment and local adaptation. Our upcoming product lines are designed to be more intuitive, energy-efficient, and connected, while keeping simplicity at the core. We’re also deepening our service network and expanding manufacturing partnerships to ensure accessibility and reliability across India. What sets AKAI apart is our readiness to evolve without losing focus. While technology trends may change, our foundation; Japanese craftsmanship, mindful design, and trust- remains constant. That’s how we plan to lead the next phase of growth in India’s home electronics space.
