Vacuum Cleaners in India

PROSPECTS

Significant constraints on demand

Demand for vacuum cleaners remained limited by the easy availability and affordability of domestic help at the end of the review period. Furthermore, a number of typical features of Indian homes make them difficult to clean using vacuum cleaners, including different floor levels, inconsistent use of carpet, thick curtains, deep wall corners, and tiled floors.

Handheld models grow in popularity

Handheld vacuum cleaners are gaining in popularity amongst Indian consumers. The size and portability of handheld models makes them suitable for the demands of the typical Indian home, while their price also appeals to a typically price-sensitive consumer base.

Lack of rural awareness limiting growth potential

People in rural India are not generally aware of vacuum cleaners, and the contribution to sales from the rural part of the country is quite low, which is a notable constraint on the growth of the category. The key consumer base for vacuum cleaners is comprised of people from urban households who are well-read and well-travelled, and are looking for convenience in cleaning, inspired by Western lifestyles.

COMPETITIVE LANDSCAPE

Eureka Forbes builds lead on direct selling

Eureka Forbes Ltd was the largest player in vacuum cleaners in 2019, having achieved top-spot by effectively exploiting direct selling. The company has used the channel to extol the virtues of vacuum cleaners to a market in which there has been limited product awareness.

Dyson amongst companies looking to expand in smaller categories

The end of the review period saw the launch of a number of new products in smaller vacuum cleaners categories. Dyson notably launched the Dyson V11 Absolute Pro, a stick vacuum cleaner that claims to be more suited to the particular demands of Indian homes than conventional models.

New robotic vacuum cleaners

As well as Dyson’s efforts to expand in stick vacuum cleaners, robotic vacuum cleaners saw new products introduced at the end of the review period. Launched in India in 2019 at prices between INR70,000 and INR90,000, iRobot’s Roomba i7+ is said to have the ability to learn, map and adapt to a home’s floor plan.

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