The company also plans to expand its first for India Washer Dryer segment by introducing two new capacities in the line-up
As part of its strategy to grow the premium washing machine segment, BSH India has announced the launch of its new range of premium washing machines.
To keep up with changing consumer needs and laundry habits, the new range is equipped with features like Home Connect (in 8 to 9kg range), anti-wrinkle technology (in 6 to 8kg range), Automated Intelligent dosage (I-Dos) in 9 to 10kg range and active oxygen technology which it claims can remove bad odour and refresh clothes without using water across the premium segment.
BSH India’s premiumisation strategy is led by the laundry business that contributes to over 66 per cent of the top-line growth for BSH in India.
“Since the launch of the Chennai washing machine factory in 2015, the laundry business has been growing faster than the overall market, owing to locally produced appliances, quality and performance of the products,’’ the company said.
Speaking on the launch of the new range of washing machines, BSH Home Appliances’ MD & CEO, Neeraj Bahl, said, “We are excited to launch our new range of technologically advanced washing machines to suit Indian consumer needs. The washing machine category continues to witness great success for BSH through consistent innovations and keeping up with changing times to make the life of our consumers more convenient. Our endeavour is to strengthen this position even further and make the category more relevant and achieve better penetration in the segment.”
The company also plans to expand its first for India Washer Dryer segment by introducing two new capacities (9/6 and 10/6) in the line-up. The segment has been growing 2 to 3 times, generating awareness about this niche but important segment with existing and new users, the company said.
BSH is a company of the Bosch Group. Alongside the Global Brands Bosch and Siemens as well as Gaggenau and Neff, the portfolio comprises the Local brands, namely Thermador, Balay, Coldex, Constructa, Pitsos, Profilo.