India,
26 Feb, 2026 : Toss the
Coin Ltd., a B2B brand and marketing strategy agency,
has announced the successful rebranding and repositioning of Karkhana,
an electronics manufacturing partner headquartered in Mumbai. The new identity
aligns Karkhana’s brand with its operational evolution, from coordinating
fragmented supplier networks to owning and integrating the full manufacturing
stack.
India’s
Electronics Manufacturing Services (EMS) sector is expanding at pace, yet a
significant structural gap persists. Large EMS players are optimised for
high-volume programs, while smaller job shops often lack the engineering depth
and integration capabilities required by emerging hardware companies. This
leaves a growing segment of small-to-mid-scale OEMs, across EV, IoT, industrial
automation, and med-tech underserved.
Karkhana
has positioned itself to serve this “missing middle”: companies that
require flexibility, engineering rigour, and scalable production without the
constraints of traditional high-volume manufacturers. Over the past few years,
the company has evolved into a full-stack partner integrating PCB assembly,
mechanical fabrication, box-build, testing, and supply chain management under
one accountable system.
“Our
mission remains the same, to simplify manufacturing for hardware teams,” said
Sonam Motwani, Founder of Karkhana. “But today, we do so with deeper
ownership, stronger systems, and integrated execution. The new identity
reflects who we have become agile, authoritative, and ready for scale.”
As
Karkhana’s capabilities grew, so did the need to ensure its brand reflected the
full depth of what it had become, a deliberate step to match identity with
ambition.
“The
business had evolved significantly, and the brand positioning needed to reflect
that,” said Reshma Budhia, CEO at Toss the Coin. “Karkhana had
become an engineering-led, digitally integrated electronics manufacturing
partner, and this rebrand was about telling that story with the clarity and
confidence it deserves.”
The
repositioning was rooted in aligning the brand with a new operating philosophy:
one anchored in three defining principles: Listening Smart, reflecting its
engineering-first approach to understanding product intent and design
constraints before execution begins; Adapting Swiftly, representing its agility
across prototyping, sourcing, and production scaling; and Delivering Reliably,
underscoring process discipline, traceability, and accountable execution across
every stage of manufacturing. Together, these principles shaped a new brand
identity that is forward-looking, authoritative, and built to reflect
operational maturity.
The
repositioning also signals long-term ambition. Karkhana is focused on expanding
its supplier ecosystem beyond 500 partners, deepening in-house capabilities
across electronics and mechanical integration, growing its sector presence in
EV, med-tech, aerospace, and industrial electronics, and transitioning
customers from pilot programs to sustained production contracts, with the goal of
becoming the default electronics contract manufacturing partner for India’s
hardware startups and mid-sized OEMs.
The
engagement by Toss the Coin spanned brand strategy, competitive positioning,
identity system development, messaging framework, and rollout guidance, a
comprehensive mandate aimed at making Karkhana the preferred electronics
manufacturing partner of choice with continuous value engineering at scale.
About
Karkhana
Founded
in 2018, Karkhana is an electronics manufacturing partner providing flexible,
scalable, turnkey production services for OEMs. Headquartered in Mumbai with
operations in Bengaluru, the company manages end-to-end manufacturing —
including PCB assembly, testing, box-build assembly, and product integration —
through its own facilities and a network of certified suppliers. Karkhana
supports hardware teams with coordinated execution, responsive collaboration,
and scalable delivery.
For more information, visit www.karkhana.io.
About
Toss the Coin
Founded
in 2012, Toss the Coin Ltd. is a results-driven B2B marketing and brand
strategy agency that partners with ambitious businesses to accelerate growth.
With over 150 satisfied clients, the firm specializes in branding, marketing
strategy, design, content development, digital campaigns, and high-impact
workshops.
Operating
as an extended marketing office for organizations across industries, toss the
coin builds scalable brand and go-to-market foundations rooted in strategic
clarity. By combining strategy with execution, toss the coin helps businesses
strengthen brand authority, engage the right audiences, and drive measurable,
long-term outcomes. For more information, visit www.tossthe.co.in.
Media
Contact:
Toss the Coin Ltd.
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