‘Built-in appliances industry sees double-digit growth in TS, AP’

Hyderabad The built-in appliances industry is steadily showcasing double-digit growth in Telangana and Andhra Pradesh, says Saif Khan, MD & CEO of BSH Home Appliances India, a subsidiary of German company BSH Hausgeräte GmbH. He was here to unveil the company’s first experience center in Hyderabad at Gachibowli. BSH Home Appliances has a strong acceptance from customers in Telangana.

“The company is the market leader in the premium built-in appliances segment with brands like Gaggenau, Siemens and Bosch. Telangana is one of our most favourable markets in the country. Our top selling products include top load/ front load washing machines, dishwashers and double-door refrigerators. We have recently started selling cooktops, kitchen hobs and advanced ovens under these brands,” he said.

According to Khan, Bosch front load washing machine is one of the most preferred brands in the category while its top load washing machine has seen close to 60 per cent YoY growth in January-June (H1) of 2023. Similarly, its dishwasher has almost 50 per cent market share. While Siemens and Bosch offer mid-segment home appliances, Gaggenau brand caters the ultra-premium products.

He said, "Hyderabad is an important market for us. Economic growth, evolving lifestyle preferences, global exposure, and increased awareness of sustainability has been driving the growth of luxury housing and premium home appliances. As the city embraces innovation and luxury, the new center is set to be the one-stop shop for the customers.”

The city is witnessing a rapid increase and growth in premium and luxury segments. With a high quotient of ultra HNIs in the city, customers here appreciate our brands for fulfilling their needs and have a good understanding of premium and luxury products. The consumer base is modern, tech-savvy and has a strong global exposure and an inclination towards quality products and international brands.

Khan further said, “We will continue adding the latest products from our global product range to offer the best of global, yet locally manufactured products for the consumers in Telangana. Collaboration is key and we can provide the consumer a great experience with developers operating in this segment. At the new centre, we have a new range of built-in appliances ranging from Rs 50,000 to Rs 20 lakh.”

The new center promises to elevate the way customers envision and create their dream homes. The three brands Bosch, Siemens and Gaggenau cater to the wide spectrum of customers in the market and have been very well accepted. The company has a wide retail network of 109 brand shops (91 brand stores for Bosch and 18 brand stores for Siemens) across India.

"In Telangana, we have more than 1,000 touch points which include five exclusive stores, 475 direct counters and 600 distributor counters. It has around 42 service centers and 350 partner technicians on field in both Telugu States. A service centre in AP was ranked second best in India, with NPS score of 84. Almost every district has a service centre," he added.