Given The Huge Demographic Advantages The Market Offers, BSH Recognizes India As The Blueprint For The Asia/Pacific Region As A Growing Market, Says Gunjan Srivastava, Md & CEO, BSH Household Appliances.
BSH Household Appliances started its India operations in 2010. How’s been the journey so far and what kind of growth has the company seen in the last five years?
BSH stepped into the Indian market in the year 2010. Back then, our major focus was on built-in appliances and washing machines with the premium brand – Siemens. We started off by importing Siemens products to the country. However, after closely studying the Indian market, we launched Bosch appliances across categories and targeted the mass premium market. With Bosch, we entered the Washing machines, Refrigerators and Dishwashers categories as well as developed India-specific appliances.
The year 2014 represented our first milestone in India with the launch of a washing machine in the 7kg category, especially because these were manufactured in the state-of-the-art Indian manufacturing plant at Chennai. This April 2018, the plant has completed the production of five lakh washing machines.
In the past eight years, BSH has experienced colossal success in India and today we are experiencing approximately 40 percent growth in the country. This year, with ‘Consumer Centricity’ at the core of the BSH-Strategy - a mindset and guiding principle for us, we successfully launched the luxury kitchen appliances brand – Gaggenau in India, laid the foundation of a refrigerator factory at our Chennai facility and for the first time and forayed into the Asian Top Loaders washing machines, small appliances and freestanding microwave ovens category.
We aim to keep this momentum going and introduce more offerings fit for the Indian consumer by localising offerings and innovating products fit for the evolving social class. The year 2019 will be a year full of fervour for us at BSH as we will continue expanding and launch new and exciting categories and product portfolios.
This story is from the December 2018 - January 2019 edition of ET Polymers.
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This story is from the December 2018 - January 2019 edition of ET Polymers.
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