BSH ensures the smooth functioning of our daily lifestyle by providing updated and appealing kitchen appliances.
With an exemplary approach to creating appliances that simplify our everyday lives, Mr. Gunjan Srivastava speaks to The Inside Track about his brand BSH, the products they offer and his vision for the future years to come.
How did BSH start its operations? Tell us a little bit about your company.
BSH Household Appliances stepped into the Indian market in the year 2010 in collaboration with Siemens. Back then, our major focus was on built-in appliances and washing machines. However, after closely studying the Indian market, we launched Bosch appliances across categories and targeted the mass premium market. With Bosch, we entered the Washing machine, Refrigerator and Dishwasher categories as well.
The year 2014 represented our first milestone in India with the launch of a washing machine in the 7kg category. 2018 will be a year full of fervour for BSH as we will continue expanding and launch new products.
What kind of products does BSH offer? What sets it apart from other kitchen products?
We have our presence across categories with Bosch, Siemens and the recently launched Gaggenau brand. Our product offerings span across refrigerators, dishwashers, washing machines, wine coolers, coffee machines, hobs & hoods, etc. We particularly specialise in the built-in appliances category with Siemens & Gaggenau.
Our ‘Voltage Check’ feature helps to keep the appliances stabilized in case of voltage fluctuations. Also, with the increasing concerns of global-warming, our products are designed to be energy efficient and water efficient which provides the perfect solution for a modern/smart/sustainable household along with an aesthetic appeal.
What are the latest innovations and/or product range introduced by BSH?
With the recent launch of luxury brand – Gaggenau, BSH brought to India the best in class design and technology. It is an exclusive high-end luxury appliances brand that caters to the likes of culinary experts, top chefs and design enthusiasts. Its legacy of 333 years and as pioneers of several innovations in the kitchen appliances space has garnered them global recognition.
We will also soon introduce Asian top loader washing machines. With approximately 30% of the market chunk, Bosch washing machines are the market leaders in the front loaders category.
How does BSH combine aesthetics with functionality in its products?
BSH offers superior technology with best in class features alongside elite design which sets it apart from the competition in the market. “Consumer centricity” is at the core of the BSH-Strategy – a mindset and guiding principle for BSH. Our products show deep understanding of the customers’ pain points and therefore solve complex problems, without compromising on its aesthetic appeal.
To compliment the functionality of the appliances as well as blend with its environment, BSH constantly innovates to design products.
The need to customise the design of each product as per the requirement of the market ensures a perfect blend of functionality and aesthetics.
What is the average Indian customer’s mind-set towards your products?
India is changing fast and so are consumer’s lifestyles. The discerning individual wants to own a house of his/her own and maintain it for a longer period. The aspiring consumers invest in appliances that are highly durable as well as aesthetically appealing. This change in the mind-set of the socially evolving Indian has caused an uptrend towards premium goods.
Where do you see the brand five years from now?
Even though our goals are aligned to our Vision 2025, in the next five years, we will expand our product portfolios, building efficient customer service and brand building initiatives. By 2020, we aim to increase our retail presence with about 3000 stores (with ATL). Currently, we have 80 stores (Bosch & Siemens) and aim to increase this number to about 150 brand stores.