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HomeBusinessAppliances giant BSH eyes 75% localisation in 3 years

Appliances giant BSH eyes 75% localisation in 3 years

MUMBAI: India is growing at a much faster 30% than the global rate of 12% for BSH Home Appliances Group. The 15.6-billion-euro giant, which is Europe’s leading home appliances maker, has already made a significant part of its planned investment of 90 million euros in the country.
In an exclusive interview with TOI, BSH Home Appliances Group CEO Carla Kriwet said the company expects India to continue growing at this rate for three-four years, with a target of clocking half a billion euros in sales by 2025. “India is increasingly an important market for us, not just in the region but also globally. For us, India is among the top 5 emerging markets,” said Kriwet, who is visiting the country for the first time after taking over as global CEO in 2020.
Globally, the company’s brand portfolio includes well-known appliance brands like Bosch, Siemens, Gaggenau and Neff, as well as the ecosystem brand Home Connect and service brands like Kitchen Stories. Kriwet said, starting from a small base, the market share numbers in India are also increasing. The company was, however, not forthcoming in providing the exact numbers.
BSH has a target of achieving 75% localisation by 2025. The company said its Bosch Max Flex freezer is India’s first flexible refrigerator which comes with a third door compartment that can be used as a fridge or freezer, depending on the requirement of the user. Kriwet said India-first products like the Bosch Max Flex showcases the company’s commitment to the country.
“Consumer centricity is key. So, our teams here have built a solid product pipeline, which is sure to enable market share growth across categories. We will continue to focus on product innovation, smart home ecosystems, and greater manufacturing abilities,” said Kriwet.
She said, given the cost-consciousness among consumers, BSH wants to ensure its products are efficient and cost-competitive. However, due to the escalating costs, the company has passed on a 5% increase in product prices to consumers this month.
Globally, Kriwet said the company is increasing its partnerships with suppliers to resolve issues related to stock availability. “Like all global companies, we talk about decoupling scenarios. When you see the amount of tariffs between the US and China, it doesn’t make business sense to import from China or the US. We are going more for local productions, be it in China, North America, Turkey or India. We have to make our supply chains more resilient,” said Kriwet.BSH Home Appliances (India & SAARC) MD & CEO Neeraj Bahl said the company aims to be among the top three brands of home appliances in the country.

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