BSH Home Appliances is a leading company in the premium home appliances and modular kitchen industry, with a significant presence worldwide. The company offers a wide range of home appliances and digital services under its brands, catering to the diverse needs of consumers. Some of its well-known global brands include Bosch, Siemens, and Gaggenau. BSH’s products include small and major home appliances, and the company is known for its high-quality and innovative offerings. In this edition of Expert Talk with BuildingandInteriors, Saif Khan, Managing Director and Chief Executive Officer, BSH Home Appliances India, talks about Siemens Progress, the rebranding initiative for Siemens, its after-sales support and its plans for the Indian modular kitchen industry.
B&I: What are the objectives of the rebranding initiative for Siemens appliances?
Saif Khan: Over the decades, Siemens has built a legacy of excellence, becoming a trusted and leading brand in the global premium home appliances market. This history reflects Siemens’ enduring commitment to providing consumers with technologically advanced solutions that simplify as well as enhance their lives. Siemens’ legacy of innovation, coupled with its emphasis on smart technology and artificial intelligence, positions the brand as a leader in providing state-of-the-art home appliances that cater to the evolving needs of the modern Indian household.
Keeping the consumer at the core of everything we do, we have embarked on a transformative journey for Siemens. Siemens has sharpened its brand positioning and design as an answer to its high-end consumers’ evolving ambitions. We strive to improve people`s lives at home and while our design and our appliances are long-lasting, we still adapt to important changes in society. We bring the ‘intelligent kitchen’ into the homes of people.
The rebranding initiative for Siemens appliances were multifaceted and strategically aligned with the evolving landscape of the premium home appliances market, particularly in India. Firstly, it aims to position Siemens as a leader in meaningful innovation, capitalizing on its reputation for cutting-edge technology, quality, and sustainability. Secondly, it seeks to enhance Siemens’ visibility in the premium segment of the market, aligning with the shifting consumer preferences towards higher-end products driven by increased affluence and exposure to global trends.
The initiative endeavours to redefine Siemens as a brand that empowers Progress Seekers, focusing on making technology approachable and joyful while revolutionizing homes with modern designs. Ultimately, the overarching goal is to create holistic premium experiences for customers through meaningful innovations and smart technologies, thus shaping the future of living for Indian consumers.
B&I: What is your communication focus (specifiers, resellers, and end-customers) for brands across the BSH portfolio – Bosch, Siemens, and Gaggenau?
Saif Khan: Our portfolio of three distinct brands – Bosch, Siemens and Gaggenau – enables us to meet the diverse needs of customers across segments. Our communication approach is tailored for each target group.
For end-consumers, storytelling is key to convey the superior craftsmanship and innovative features of our products. Therefore, we utilize online platforms like websites and social media to reach wider audiences with relevant content. Our brand stores provide an immersive brand experience while retail partnerships drive accessibility.
With architects, dealers and developers, the focus is on thought leadership. Our Experience Centres across India conduct demonstrations to showcase the latest global trends and technologies in built-in appliances. We position ourselves as partners in envisioning modern, connected homes.
Additionally, we are forging partnerships with real estate developers and modular kitchen manufacturers in the industry to integrate our appliances seamlessly into projects. This co-creation approach enables customized solutions for new-age living.
Our communication strategy thus spans across platforms, formats and groups. The common thread is to position our brands as leaders in technology, design and innovation. We aim to sustain two-way conversations that inform, involve and inspire customers in this dynamic sector.
B&I: After-sales support is an area of great potential yet a challenge on the Indian landscape, including the costs of spare parts. What is your opinion on after-sales support for Siemens home appliances?
Saif Khan: At BSH, customer satisfaction is the key pillar of our business. We strive for excellent after-sales support through strong parts availability, extended warranties with long tenure, and fast & thorough service. Our pre-delivery inspections, post-installation demonstrations, and benchmark service response times provide complete peace of mind so consumers can fully enjoy our premium, built-in Siemens appliances over their lifetime.
B&I: The modular kitchen industry is a big segment that connects with the end customer directly. What are your plans for this segment?
Saif Khan: The modular kitchen industry is experiencing significant growth as it directly connects with end customers seeking personalized and convenient kitchen solutions. At BSH Home Appliances, we recognize the immense potential of this segment and are poised to leverage our position as a leader in the premium and luxury built-in kitchen appliances market. Our range includes hobs, hoods, ovens, microwaves, dishwashers, and refrigerators, with customization options available such as Teppanyaki and induction in our Domino range.
We are committed to innovation, as showcased by the recent launch of the game-changing iQ700 range of built-in ovens under the Siemens brand in India. This range defines the future of cooking, featuring an integrated camera that allows users to select the browning level as per their taste and preference, a first in the industry. Additionally, the Home Connect feature makes life simpler for users with a range of innovative features integrated into the oven. Made for smart Indian households, consumers can easily control the oven programs through voice control, smartphone, tablet, or touch display via the Home Connect App.
Moving forward, we will continue to introduce latest products like the iQ700 range, ensuring Indian consumers have access to the best of both global and locally manufactured appliances. Our dedication to setting new standards and delivering exceptional experiences in the built-in appliance market remains unwavering. The future of smart and connected kitchens is exciting, and we are committed to being at the forefront of this transformative journey.
B&I: Siemens has a good recall when it comes to technology in its appliances. What innovations can the Indian market expect from the brand over the next 1-2 years?
Saif Khan: Siemens continues to lead the way in technological innovation within its appliance range, promising exciting developments for the Indian market over the next 1-2 years. Building on our successful integration of IoT through the Home Connect platform, we have recently unveiled the cutting-edge AI-integrated Camera Oven Siemens iQ700.
This state-of-the-art appliance not only allows for customizable browning levels of crust during cooking but also provides the freedom to monitor and operate the oven remotely through the Home Connect App. This groundbreaking feature ensures that users can stay connected to their cooking process from anywhere, enhancing convenience and flexibility in the kitchen.
Looking ahead, Siemens is set to redefine kitchen experiences with the introduction of a new range of designer hoods and large cavity ovens. These upcoming appliances will boast innovative and unique features designed to elevate cooking and enhance the overall kitchen aesthetic. As we continue to push the boundaries of technology, Siemens remains committed to delivering appliances that seamlessly integrate into modern lifestyles, offering both advanced functionality and a touch of luxury to homes across India.
B&I: The Indian market is experiencing exciting times, with robust demand for premium home appliances and improvement solutions. Where do you see the Indian market going from here?
Saif Khan: The premium home appliances market in India is entering an exciting growth phase. Rising affordability, increasing urbanization, a growing base of discerning customers as well as larger homes are contributing to robust demand for premium and luxury products. Specifically in the built-in appliances space, we see tremendous headroom for growth. In addition, consumer mindsets are shifting from modular kitchens being a luxury to a utility. Our differentiated brand portfolio caters to customers across price points seeking the German engineering legacy with Bosch, contemporary designs with Siemens and luxury craftsmanship with Gaggenau.
Exciting innovations in our global pipeline will gradually make their way to India as well. With our understanding of Indian consumer needs, we aim to democratize some premium technologies for the mass premium segment. The India growth story has just begun for the category and for us. We are excited by the possibilities the future holds as the premium segment penetrates deeper driven by aspirational needs of Indian homes.
