Toss the Coin Repositions Karkhana’s brand to reflect its evolution into a full-stack electronics manufacturing partner

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.

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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. 

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.