BSH Appliance Focuses on India's Premium Segment, Plans Tier-2 and Tier-3 Push.

German consumer products giant BSH Home Appliances is making a significant play for the burgeoning premium segment in the Indian market, buoyed by double-digit growth in its India operations in 2024. The company has announced ambitious plans to further penetrate the market by expanding its distribution network into tier-2 and tier-3 cities and broadening its product offerings.

Speaking to businessline, Rudolf Klötscher, Chief Sales & Service Office at BSH Home Appliances, underscored the strategic importance of the Indian market. "India is one of the most important markets for us and is one of the fast-growing markets globally," he stated. "It offers huge potential because of the sheer size of its population as well as the low-penetration levels across categories of appliances. Our India business has been growing in double-digits, and we expect this growth momentum to continue."

BSH Home Appliances currently caters to the Indian market with its premium brands Bosch and Siemens, alongside its luxury brand Gaggenau. Its product portfolio spans a wide range of home appliances, including refrigerators, washing machines, washer dryers, dishwashers, cooktops, and ovens. The company's focus on premiumization reflects the increasing demand for high-quality and technologically advanced appliances among Indian consumers.

The planned expansion into tier-2 and tier-3 markets signals BSH's intent to tap into the growing affluence and aspirations beyond the major metropolitan cities. By strengthening its distribution channels in these regions and introducing a wider array of products, the company aims to capitalize on the significant growth potential that these markets offer. The double-digit growth witnessed in the past year provides a strong foundation for BSH's future endeavors in the dynamic Indian appliance landscape.