Neeraj Bahl, MD & CEO, BSH Home Appliances observes that the next wave of premium purchases will be on appliances as supposes to electronics because consumers are elevating their living experiences and want the best for their homes. An exclusive with I&D.
What do you have to say about the evolving trends and technologies in the modular kitchen space?
In the last decade or so, there has been a clear rise in focus on two spaces that were earlier ignored – Kitchen & bathrooms. The design consciousness, type of aesthetics and demand for quality, chic, luxury looks and convenience in both these spaces has seen a good spurt. The pandemic and its related shift in lifestyle (work-from-home/hybrid-work models) led people to spend more time at home and especially in the kitchen so the corresponding technologies to make home-life a seamless, hassle-free experience took stronger shape.
At BSH, we have seen good growth in demand for our build-in appliances which come with Home Connect feature for seamless tech integration for customers. This is an indicator on how people are increasingly choosing modular formats that utilise space well and also provide minimal, premium looks. The is not a feature seen only in metros where space is a constraint but also in non-metros where people are choosing modular formats with appliances like built-in dishwashers, hoods & hobs, as well as tepanyaki that provide a premium cooking experience. As a market leader, I anticipate that the next wave of premium purchases will be on appliances as supposes to electronics because consumers are elevating their living experiences and want the best for their homes.
What new shifts have you observed in the kitchen spaces off recently?
In today’s time, the kitchen is not just a utilitarian space, it has opened to be a part of the family or living rooms. It is very important to deliver every kitchen with a seamless design aesthetic. A few decades back, modular kitchens brought standardization in the kitchen proportions, but we are now witnessing a shift towards accessorizing these cabinets with appliances complementing shutter finishes like natural wood, distressed look, stainless steel, concrete, or pop of colours. Pro-grade series of appliances offering teppanyaki, grill, sous vide, basting have made it possible to have these as part of your everyday cooking. From roasting, grinding to pouring a cup of espresso, cappuccino, latte at a touch of a button without worrying about cleaning right away, homeowners want such premium experiences to be part of their daily life.
How have things changed design wise and technically in designing kitchens post pandemic?
The kitchen is no more the bastion of the woman of the house as men and kids have started taking equal interest and responsibility in the current times. Cooking is not only an activity for survival but also an avenue for expression and experimentation with new techniques and cuisines. This has fundamentally changed the requirements of the kitchen space. Kitchens now need to accommodate more than one cook at the same time so more counter space is needed, multiple appliances may be simultaneously run and of course, common resources need to increase in capacity. According to some of our architects, nowadays while discussing requirements with clients, they noticed that a lot of men take the lead to discuss their appliance requirement and keep a flexible budget for them.
Additionally, we have also witnessed “Appification” of the kitchens. Just like the applications on our phone, every person has their unique requirements from the kitchen that keep on changing as we upgrade our lives. The kitchen design needs to anticipate and provide for these diverse and changing needs. For example- consumers generally request for extra electrical provisions, spaces for smart devices, integrated smoke detectors, gas leak detectors, ventilation system and lighting for the kitchens.
Share with us your business projections in the present and coming year; what are some of the new things the consumers can expect from your brand.
Amidst the challenging times, at BSH Home Appliances we witnessed a significant jump across most of the product categories owing to our rigor towards delivering cutting-edge products. Overall, the premium category i.e., the built-in segment has witnessed an increase in demand and has continued to flourish. At BSH, we aim to double our market share in key categories where we are operating in and by 2025, we want to achieve about 70-75% of localisation, so we are developed India-focused, India-first products and reduce dependencies on import. Additionally, we have a solid product pipeline which we are very excited about. We have more products coming up in the mass segment across cooling (refrigerators) and cooking soon.