Companies

Imported appliances cook up a storm in Indian kitchens

Purvita Chatterjee Mumbai | Updated on January 23, 2018 Published on August 27, 2015

BL27_02_KITCHEN

Premium segment growing at 20%; firms willing to innovate to woo buyers

Despite the falling rupee and weak consumer sentiment, Indians are upgrading their kitchens with bigger and better products with the premium kitchen appliance segment growing at 20 per cent.

Indian kitchens are getting a makeover from both large and small kitchen appliance companies with a range of imported products.

Lack of scale may hamper local manufacturing for some of the high-end ovens and dishwashers, but kitchen-oriented appliance companies are willing to innovate and bring in new technologies to meet the demands of consumers.

While international players like Siemens Home Appliances has recently brought in the iQ700 series of oven range, coffee centre, warm drawers and dishwashers, Indian company Usha International has unleashed its halogen technology-based ovens with its ‘Infinity’ cook range.

Even Maharaja White line, which was acquired by French major Groupe SEB, is getting ready to launch international brands such as Tefal, Moulinex, Rowenta and Krupps next year.

“The volumes do not justify local manufacturing currently and we end up paying import duties between 25 and 30 per cent. But the premium segment is growing at 20 per cent at a compounded annual rate since there are households willing to upgrade their kitchens and make it a style statement,’’ states Gunjan Srivastava, Managing Director, Bosch and Siemens Household Appliances (BSH).

Using futuristic technology, the iQ700 series is pegged upwards of ₹65,000 going up to ₹1.75 crore and the German multinational would import the range despite have a manufacturing base in Chennai.

Indian companies like Usha International has brought in the halogen technology, which has convention heating using light as a source of energy.

“We do import our halogen ovens and cooktops from places like China and Japan. Almost 50 per cent of such products are imported but we believe in creating new categories. The small appliance category is almost ₹6,000 crore and we want to get products which go beyond traditional cookware,’’ says Ramesh Chembath, Business Head, Usha International.

Others like Maharaja Appliances is getting ready to bring its French parent — Groupe SEB’s brands into the Indian kitchen market. Sunil Wadhwa, CEO, Groupe SEB, said: “While we do have a manufacturing base in Baddi, we will bring in categories of cookware and electricals under some of our international brands like Tefal and Moulinex since volumes may not justify local manufacturing.’’

Published on August 27, 2015
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