Dishwashers in India

PROSPECTS

Dishwashers remains a niche category

Dishwashers are perceived to be a luxury even amongst urban middle class consumers. This situation is maintained by dishwashers’ high prices, low levels of consumer awareness of their potential benefits, and limited availability.

Prevalence of domestic help is an obstacle to development

Concerns about water and electricity usage, with an often irregular electricity supply, also have an adverse effect on demand for dishwashers. In addition, the category’s potential development is further constrained by the availability and affordability of domestic help and the limited space available in Indian homes.

Tailoring offer to local requirements to stimulate demand

In order to stimulate interest in dishwashers in India, manufacturers are working to tailor the product offer to domestic demand. BSH Household Appliances Mfg Pvt Ltd, which sells the Bosch and Siemens brands, added an intensive feature capable of cleaning kadhai, deep cooking pots, to dishwashers.

COMPETITIVE LANDSCAPE

IFB targets consumers with live demos

IFB Industries Ltd maintained a strong lead in dishwashers in 2019. The company has been present in the category for a long time and benefits from strong brand equity and an extensive distribution network.

BSH partners with RB’s Finish

BSH Household Appliances, the second largest player in the category, has invested in more than 250 live dishwasher demonstration units with virtual reality technology to show potential customers how dishwashers work. The company’s Bosch brand has also partnered with Reckitt Benckiser’s Finish dishwashing detergent for test marketing activity in Bengaluru.

Working to change consumer perceptions

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

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