{"id":40005,"date":"2026-06-19T20:25:11","date_gmt":"2026-06-19T20:25:11","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/40005\/"},"modified":"2026-06-19T20:25:11","modified_gmt":"2026-06-19T20:25:11","slug":"bsh-enters-mass-market-in-india-for-first-time-globally-cuts-bosch-prices-to-rival-lg-samsung","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/40005\/","title":{"rendered":"BSH enters mass market in India for first time globally, cuts Bosch prices to rival LG, Samsung"},"content":{"rendered":"

Kolkata: German refrigerator and washing machine maker BSH Home Appliances<\/a> is entering the mass segment in India for the first time globally as it seeks a larger share of the Indian market, where it has traditionally operated in the mid- and premium-price categories.<\/p>\n

Europe’s largest home appliance manufacturer, which sells products under the Bosch<\/a> and Siemens<\/a> brands, is also narrowing Bosch’s price premium to 2-4% over market leaders LG<\/a> and Samsung from about 15% earlier, Saif Khan, managing director of BSH India, told ET.
Also read: Stuck in acres of mediocre: External shocks expose India’s slide into middle-income stagnation<\/a><\/p>\n

The company has reduced prices in its entry range by nearly 20%. For instance, the starting price of an entry Bosch top-load washing machine has been lowered to about \u20b917,500 from around \u20b922,000 earlier.<\/p>\n

“The value-segment portfolio was the missing piece in our India strategy. We are launching these products in partnership with local manufacturers who will produce for us. This is a crucial year for BSH India, with more than 350 new models being introduced-which is also the highest ever,” Khan said.<\/p>\n

\"ETLive Events
The company is entering categories such as semi-automatic washing machines and direct-cool refrigerators<\/a> while expanding its entry-level small appliances portfolio. “Our products were previously over-engineered for India, resulting in higher price points that many consumers did not need,” Khan said.
\"BSHET Bureau<\/p>\n

Soft Premium Co cuts prices of some products by 20% and plans to raise localisation to 90%<\/p>\n

BSH may eventually export its mass-market product range from India to other emerging markets as it increases localisation to 90% through local sourcing from 65% currently.
The renewed focus follows India being carved out as a separate region within BSH this year. The company now operates across five regions-North America, China, Europe, Emerging Markets (headed from Turkiye ) and India.<\/p>\n

The mass segment accounts for 65-70% of the total appliance market in India and is a volume driver for companies due to low penetration levels. While penetration of refrigerators is at 65%, washing machines are at 20%, microwave ovens at 4-5% and dishwashers at less than 1%, as per industry estimates.<\/p>\n

BSH aims to quadruple its India business over the next four years, aided by its new mass-market range and a relatively low base. It also plans to double its market share to 8-9% during the period from about 4% currently.<\/p>\n","protected":false},"excerpt":{"rendered":"Kolkata: German refrigerator and washing machine maker BSH Home Appliances is entering the mass segment in India for…\n","protected":false},"author":2,"featured_media":40006,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21054],"tags":[35132,5307,35128,35131,35129,35130,35133,21064,6487],"class_list":["post-40005","post","type-post","status-publish","format-standard","has-post-thumbnail","category-bosch","tag-affordable-washing-machines","tag-bosch","tag-bsh-home-appliances","tag-direct-cool-refrigerators","tag-entry-level-appliances","tag-india-market","tag-lg","tag-robert-bosch","tag-siemens"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/40005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=40005"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/40005\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/40006"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=40005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=40005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=40005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}