Eyeing a bigger pie in the consumer appliances segment in India, Bosch Home Appliances has decide to enter the mass cooling segment with its double-door refrigerators range — Serie 4.

The international white goods brand will initially launch nine models of its double-door fridges with capacities in the range of 290-350 litres starting at a price of ₹34,300, “backed by Indian consumer insights.”

Gunjan Srivastava, MD and CEO, BSH Household Appliances Manufacturing, said: “We aim to be among the leading players in the consumer appliances segment in India in the next 10 years and are figuring out various categories that we will enter to become a complete player, addressing 60-70 per cent of the market. Our entry into mass cooling products is in line with this strategy and marks a significant expansion for the company.” The company will be adding 10-12 more models in the next 3-4 months, he added.

Last year, the company had committed to invest about $100 million in the country over the next five years. Bosch said it is aiming at a double digit market share in the next two years in the refrigerator segment. In the past, the company has had presence in the refrigerators space through its imported premium products.

The refrigerator segment in India stands at about nine million units. It is the largest segment in the home appliances category and is growing at 8-10 per cent annually. Double-door refrigerators contribute about 25-30 per cent to the overall refrigerator market in the country.

The company is making its double-door fridges through contract manufacturing tie-ups in Pune.

“In our factory in Chennai, we are currently manufacturing front-loading washing machines. But we will gradually expand our capacity to start manufacturing other products,” he said.

Overall, the company saw growth of over 50 per cent last year and wants to sustain it over the next few years. It believes its entry in the mass cooling segment will be one of the key drivers.

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