By: Rita G Chauhan
Last updated : February 09, 2018 10:40 am
BSH Household Appliances has an extensive expansion plan for its brand Gaggenau in 2018. The company is targeting 6 metropolitan cities initially to strengthen its footprints in India. Gunjan Srivastava, MD, CEO, BSH Household Appliances shares further detail of expansion plans for Gaggenau.
What potential do you see in the Indian market for the brands like Gaggenau?
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.