Bigger Fridges, Smarter Washing: BSH's India Push

BSH Home Appliances is significantly increasing its localization and product innovation efforts in India. The company is introducing India-specific, higher-capacity appliances such as 12kg washing machines and refrigerators exceeding 500 litres, alongside a broader range of cooking appliances. This strategic shift is driven by evolving consumer preferences and the growing market share of premium, larger-capacity models.

The company's Chennai facility currently produces 3.5 lakh washing machines and 3.6 lakh refrigerators, with a focus on customizing products for Indian needs, evidenced by features like a 'kadai' function on dishwashers. BSH aims to boost its current 65-70% localization level to 90% by 2030, exploring local component sourcing and electronics engineering.

BSH is also expanding its retail presence, planning to add 100 premium brand stores annually to reach a total of 500 stores by 2030, focusing on Tier-1 and Tier-2 cities. This aggressive expansion targets India's burgeoning home appliance market, where penetration rates for appliances like dishwashers and washing machines remain lower than in mature global markets, presenting a significant growth opportunity.