INDIA (February 26, 2026) — Toss the Coin Ltd., a specialised B2B marketing strategy agency, has announced the successful rebranding and repositioning of the Mumbai-headquartered electronics manufacturing firm, Karkhana. The new brand identity marks Karkhana’s transition from a digital aggregator of fragmented supplier networks to a “full-stack” manufacturing partner. This evolution allows the company to own and integrate the entire manufacturing process—including PCB assembly, mechanical fabrication, and box-build—under a single, digitally managed system.
Addressing the “Missing Middle” in EMS
The repositioning is a strategic response to a persistent structural gap in India’s Electronics Manufacturing Services (EMS) sector. While large-scale players are typically optimised for high-volume production, smaller job shops often lack the engineering depth required by emerging hardware companies.
Karkhana’s new identity focuses on serving this “missing middle”—a growing segment of small-to-mid-scale Original Equipment Manufacturers (OEMs) in sectors such as:
- Electric Vehicles (EV)
- Internet of Things (IoT)
- Industrial Automation
- Medical Technology (Med-Tech)
Strategic Shift to Integrated Execution
Over the past year, Karkhana has pivoted from an asset-light model to a hybrid approach, investing approximately 20–30 crore rupees in brownfield expansions and SMT (Surface Mount Technology) lines. According to the company, this allows for better process control and faster New Product Introduction (NPI) cycles.
“Our mission remains the same: to simplify manufacturing for hardware teams,” stated Sonam Motwani, Founder of Karkhana. “But today, we do so with deeper ownership, stronger systems, and integrated execution.” Reshma Budhia, CEO at Toss the Coin, added that the rebrand was essential to reflect Karkhana’s growth into an “engineering-led, digitally integrated partner.”
Market Context and Growth Projections
The rebranding arrives as India’s EMS sector enters a high-growth phase. The Union Budget 2026–27 recently increased the outlay for the Electronics Components Manufacturing Scheme (ECMS) to 40,000 crore rupees. With India’s EMS output projected to reach 155 billion US dollars by 2030, Karkhana is targeting a 100 percent revenue jump—from 100 crore to 200 crore rupees—within the next twelve months, primarily driven by its new integrated box-build services.
Sources
- Press Trust of India (PTI): “Toss the Coin Repositions Karkhana’s brand…” (February 26, 2026)
- India CSR: “Toss the Coin Rebrands Karkhana as Full-Stack Partner” (February 26, 2026)
- Manufacturing Today / ET: “Karkhana.io expands into EMS; eyes doubling revenue” (September 13, 2025)
- Business Standard: “Toss The Coin bags Rs 81 lakh marketing services contract” (February 4, 2026)
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