Dishwashers in India

PROSPECTS

Low awareness of dishwashers continues to be a restricting factor

The perception that dishwashers are a luxury, even amongst well-informed urban middle-class consumers, is a factor restricting sales growth. Dishwashers are expensive, and with limited awareness of the benefits and low ubiquity of these products, consumers are not keen to buy dishwashers.

Hand dishwashing is a strong substitute for dishwashers

The availability of domestic help is India is widespread. In addition to ready availability, the cost of employing domestic help for household chores such as cleaning is significantly lower than purchasing a dishwasher.

The layout of Indian households is not suitable for dishwashers

The size and layout of most Indian households is not designed to accommodate a dishwasher. In Indian households, where consumers are looking to create more free space and move towards modular homes, freestanding dishwashers are not seen as a fit for Indian households.

COMPETITIVE LANDSCAPE

IFB Industries continues to lead dishwashers

IFB Industries retained its lead in dishwashers in India in volume terms in 2018, and saw an increase in its share. There are very few players operating in this category, thereby giving IFB a competitive advantage.

BSH Household Appliances Mfg follows

BSH Household Appliances Mfg is another notable player in dishwashers in India, and also saw an increase in its volume share in 2018. The company has been creating new initiatives to increase awareness about the utility of dishwashers and their use.

Changing consumer perceptions and increasing awareness are priorities

The presence of top appliances brands is limited in dishwashers in the country. The companies that have products available in their portfolios are focusing on driving awareness about such products through promotional activities to battle common misconceptions and generate demand.

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