BSH Household Appliances, a part of Europe’s largest home appliances manufacturing group Bosch, has launched Gaggenau brand in India. Through this brand which is committed to provide excellence in the kitchen, the company has brought in India its high-quality built-in appliances across product ranges including hobs, hoods, ovens, steam ovens, microwave ovens, coffee machines, dishwashers, vacuuming wine cabinets, drawers and lots more. The brand is recognised globally for its commitment to provide extraordinary excellence in the kitchen.  In an exclusive talk, Gunjan Srivastava, MD & CEO, BSH Household Appliances Manufacturing Pvt. Ltd. shares the expansion plans of the brand with retail4growth.com team. 

What potential do you see in the Indian market for the brands like Gaggenau? 

We are confident that this is the right time for a brand like Gaggenau to enter the Indian market as the rise of premiumisation has begun in the past couple of years. India is moving toward a newly found standard of living, boosted essentially because of rising incomes owing to entrepreneurial spirit and increased spending capacities. Kitchen spaces are evolving from a functional space to a high-end luxury experience; it is used to entertain audiences and has the status of the heart of the home. However, alongside economic factors, there is also a rising consciousness for sustainable and green living. Individuals are concerned about the environment and prefer investing in products that are highly durable as well as energy efficient. Today, luxury products in the market fulfil this criterion that affects buying decisions largely. Apart from the above factors, architects and interior designer too, stress on investing in high-quality built in appliances owing to the industry trend towards building smart kitchens.

What are your plans for Gaggenau’s expansion in the Indian market?

With Gaggenau, we will focus on metropolitan cities this year, with consideration to its primary target audiences. We are planning to strengthen Gaggenau network to 6 metropolitan cities initially in India in 2018, starting with Mumbai, Delhi, Bangalore, Hyderabad, Ahmedabad & Surat. As a part of our expansion strategy for whole group, we will remain focused on opening of more stores for Bosch, Siemens and Gaggenau in India. 

Tell us about your retail network in India.

We started the year at 75 (including Bosch & Siemens brand) and are planning to reach 100 by the end of 2018, we aim to expand across the country with about 200 stores including both Bosch and Siemens brands in the next 2-3-year horizon.

What type of business model or brand strategy you are following to expand presence of BSH in India? 

We are following a triple brand strategy in India. Bosch, Siemens and Gaggenau, all three cater to different target audiences. While Bosch caters to the mass premium category, Siemens is largely prominent amongst the premium category of products. Gaggenau on the other hand, is the ultimate luxury offering that is known to serve the requirements of tops chefs and elite households. With the success of Bosch and Siemens in India, we are confident that it is the right time for Gaggenau to enter the market.