Miele is a well-established lifestyle brand in the built-in appliances space and resonates well with the premium modular kitchens market in India. In our latest in series Expert Talk with BuildingandInteriors, we present an exclusive and in-depth conversation with Rana Pratap Singh, Managing Director, Miele India Pvt. Ltd. His long experience in the appliances sector is helping Miele India maintain its cruising speed. This conversation happened during the recently concluded Salone del Mobile/EuroCucina 2024 in Milan where Miele showcased its latest line of products with many firsts in the segment.
B&I: These are exciting times for premium solutions in the home improvement market. Miele has been consistent with its offerings in this segment. How do you see the India market for Miele over the next 1-2 years?
Rana Pratap Singh: For ease of understanding from Miele India’s perspective, we can divide the market into three phases. The first phase would be from 2010-16 when the Indian customers started realizing that built-in appliances are all about making a difference in their living. The second phase would be the pandemic, and the third would be the post-pandemic phase. In the last two phases, people started realizing the importance of quality living both in terms of hygiene and lifestyle. Today, Miele India is very well-positioned to cater to this growing trend. Also, kitchens have gained centre-stage in the quest for better quality of life in Indian homes. Because many people actively used their kitchens during the pandemic, they have actually started to aspire more for superior quality products in their kitchens during the post-pandemic period.
B&I: Tell us about your customer focus group.
Rana Pratap Singh: Miele offers products and solutions targeted at a wider audience. The focus is on customers who understand that products offered by brands like Miele improve their quality of living. Yes, we are positioned towards the premium end of the market but it’s not just about the price. It’s more to do with the actual user experience.
Miele’s products can be divided into 3 categories – cooking appliances, cooling appliances, and laundry solutions. While we have the high-net-worth individuals (HNI) focus-group products which we address via architects/influencers, we also have products with appeal for a wider ‘quality home-improvement’ interest groups.
Simply put, if you are spending on a product like an iPhone, surely the price-quality equation of Miele products will strike a note with you. So, be it our built-in ovens, dishwashers or washing machines, Miele addresses the hygiene, aesthetics and lifestyle objectives of a growing India market. To make our potential/target audience appreciate the quality that Miele offers, we suggest (especially to the aspiring upper middle class) to try at least one Miele product in the overall purchase they make during renovation or in a new project. They will be pleased with the whole ownership experience of a Miele.
B&I: What are the new introductions you are showcasing at Salone del Mobile 2024?
Rana Pratap Singh: This year at Salone del Mobile/EuroCucina is special for us as we are celebrating 125 years of Miele. We have introduced new colours and finishes. The built-in appliances in India are available in black and steel finishes. We have the new pearl beige colour which goes very well with the various interior colours and finishes. This gives architects and interior designers more room for creativity. We have also launched our new matte finish.
On the products side, we have launched our new range of induction hobs, the hoods, the wine conditioners, and coffee machines. We also have the Miele App which covers around 70-80% of our portfolio.
B&I: In terms of your global portfolio, what percentage of your global portfolio is available to the Indian audience?
Rana Pratap Singh: As I said earlier, we are into three categories – cooking, cooling, and laundry. We have more than 2000 products in our global portfolio. For us, each market is different. At Miele, we do market research, including studying the cooking/lifestyle habits before deciding to launch a product. A good example would be the induction hobs. Though it’s a fantastic category, it’s will not be the main product when it comes to cooking in Indian homes. Induction systems require good infrastructure since they require high power inputs. So, for a country like India, we need gas-based cooking appliances. Induction systems can be a good second cooking appliance option in Indian homes. And it’s not just the infrastructure; our cooking styles merit gas-based hobs. Things like these help us pick and launch the right kind of products in India from our global portfolio.
B&I: What is your current distribution network and how can one become Miele’s channel partner in India?
Rana Pratap Singh: We are very selective in getting a channel partner onboard. Our approach is that it has to be a mutually beneficial relationship. More than anything else, in a potential channel partner, we look for a ‘progressive mindset’, someone who is passionate about working with us on this journey. Selling Miele’s product range requires an approach which is both immersive and collaborative. Consumers need to be educated on the advantages associated with Miele products and that can happen only when that channel partner interacts with them with the same enthusiasm that he sees in team Miele.
We have 16 strong channel partners across major cities in India both in Tier-1 and Tier-2 cities. These partners include both European and high-end Indian brands in the modular kitchen space. We are looking at growing this network, but as I said earlier, the channel partners’ approach is the most important factor for us. We are open to discussing channel partner opportunities across major cities in India.
B&I: After-sales/service is one important factor in the appliances business. Built-in appliances are even trickier since the kitchen is involved. Tell us about your service support in this area.
Rana Pratap Singh: I have a long experience in the appliances business. I can tell you that at Miele, we take our service support very seriously. Quality service is a given in Miele’s case. We provide full-service support for all our products. Miele’s service technicians are well-trained and equipped to handle any kind of service query. We are fully aware that have two important points here. First, premium customers and second, the kitchen. Premium customers expect immediate attention, and a kitchen has to be work-ready always. I can simply say that Miele’s service support is one of the best in the segment.
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