<p>BSH Home Appliances has set itself on a robust growth course in India, buoyed by demand for market-specific products, banking on a strong network expansion strategy.<br /><br /></p>.<p>Bosch company BSH Home Appliances has been growing at 50% year-on-year in the last two years in India, way above the market growth of 10%.<br /><br />Talking to DH, BSH Home Appliances Manufacturing Managing Director Gunjan Srivastava said, “We are almost six-years-old in India. Our ambition is to become leader in India, just as we are in Europe. We have two really strong German brands present in India — Siemens and Bosch, and people appreciate their engineering quality. We want to match that to a very strong understanding of the Indian consumer, and create products for India, leveraging the design and engineering capabilities that we have.”<br /><br />In order to achieve its share of the market, the company is eyeing a wider product portfolio. “While we still have the two brands, we have a differentiated brand strategy, and sell both brands’ products in India,” he said. But Bosch, being a mass-premium brand, is the one to see expansion.<br /><br />BSH retails front-load washing machines, and would be expanding that range. In terms of its cooling/refrigerator range, the company is present in higher-end capacities today. “We would be expanding our presence in the lower-end as well, in the coming years. We did launch something in the range of 290-350 litres this year, which is a product designed for Indian conditions,” Srivastava said. <br /><br />Under cooking, BSH sells built-in appliances in India, which is also getting expanded. Besides, it has introduced a few small appliances (likely to include vacuum cleaner, sandwich-maker, toaster, mixer-grinder, juicer-blenders, etc), while a significant set of products are under preparation for the India market, and will be launched in the coming months. It is also keen on selling dishwashers.<br /><br />In terms of sales network, it plans to reach about 300 cities, from the current 200. “We are present in more than 1,500 stores today. Our strategy is to reach out to consumers in terms of the way our products can be experienced, through exclusive brand stores. We have almost 70 brand stores today, and our intention is to take it to 200 in the next two to three years,” Srivastava said. <br /> </p>
<p>BSH Home Appliances has set itself on a robust growth course in India, buoyed by demand for market-specific products, banking on a strong network expansion strategy.<br /><br /></p>.<p>Bosch company BSH Home Appliances has been growing at 50% year-on-year in the last two years in India, way above the market growth of 10%.<br /><br />Talking to DH, BSH Home Appliances Manufacturing Managing Director Gunjan Srivastava said, “We are almost six-years-old in India. Our ambition is to become leader in India, just as we are in Europe. We have two really strong German brands present in India — Siemens and Bosch, and people appreciate their engineering quality. We want to match that to a very strong understanding of the Indian consumer, and create products for India, leveraging the design and engineering capabilities that we have.”<br /><br />In order to achieve its share of the market, the company is eyeing a wider product portfolio. “While we still have the two brands, we have a differentiated brand strategy, and sell both brands’ products in India,” he said. But Bosch, being a mass-premium brand, is the one to see expansion.<br /><br />BSH retails front-load washing machines, and would be expanding that range. In terms of its cooling/refrigerator range, the company is present in higher-end capacities today. “We would be expanding our presence in the lower-end as well, in the coming years. We did launch something in the range of 290-350 litres this year, which is a product designed for Indian conditions,” Srivastava said. <br /><br />Under cooking, BSH sells built-in appliances in India, which is also getting expanded. Besides, it has introduced a few small appliances (likely to include vacuum cleaner, sandwich-maker, toaster, mixer-grinder, juicer-blenders, etc), while a significant set of products are under preparation for the India market, and will be launched in the coming months. It is also keen on selling dishwashers.<br /><br />In terms of sales network, it plans to reach about 300 cities, from the current 200. “We are present in more than 1,500 stores today. Our strategy is to reach out to consumers in terms of the way our products can be experienced, through exclusive brand stores. We have almost 70 brand stores today, and our intention is to take it to 200 in the next two to three years,” Srivastava said. <br /> </p>
