Keeping in mind Indian garment-care habit patterns, Philips India is expanding its dry iron portfolio. Unlike global trends, where steam irons are predominantly used, in India, according to estimates, nearly 70 per cent of consumers use dry irons.

Genevieve Tearle, Marketing Director- Domestic Appliances and Coffee, Philips India, said dry irons had a high penetration across Indian homes, which prompted the company to launch dry irons specially developed for the Indian market.

“We are also looking to export these dry irons to regions such as West Asia,” she added.

The company has 10 dry iron models in the portfolio ranging from Rs 645-1,195. The company said that these models will have a ‘unique’ design and a new soleplate keeping in mind Indian requirements.

Tearle said considering there was very little differentiation in the irons today in terms of features, the company was looking to introduce vibrant colours, besides making the irons energy efficient.

Philips, which brought premium kitchen appliances such as air-fryer and coffee machines into India, said such products had seen good traction for the company in the country.

Tearle said Indian households were increasingly looking to stack up on home appliances and gadgets for solutions to fit heir fast changing lifestyles. She said India was one of the fastest growing markets for Philips as far as domestic appliances were concerned.

Asked what led to good growth for its premium coffee machines, she said, “Indians, especially those in their early to mid-30s, have grown up hanging out at some of the cafes… (they) now want to have the same coffee experience at home.”

meenakshi.v@thehindu.co.in

Related Topics
comment COMMENT NOW