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.

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 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.