Durable majors come when consumers are looking for more intelligent and efficient home appliances, relying on the surge in demand for artificial intelligence or AI-enabled products.
For example, South Korea's leading Samsung India aims to sell more than two-thirds of appliances, and aims to come from AI-powered products from 50% by the end of the 2025 calendar.
Rivals such as LG, Godrej and Haier are planning to withdraw about 35-40% of appliance sales from AI-based products and earn around 60-70% of revenue from this portfolio over the next year.
This trend has also gained traction as companies seek to democratize their AI portfolios by providing affordable AI-enabled features to their appliances. Samsung, for example, offers AI-based Windfree Air Conditioners in a bespoke range starting at Rs 36,000 per unit, while AI's double door refrigerators have been on the rise since Rs 44,000, said Ghufran Alam, Digital Appliances Business and Samsung India.
“This effort is to understand lifestyles and provide real-world convenience with AI-enabled products. This will be exciting for consumers who want to own such products,” says Alam.
Meanwhile, for consumers looking for smart laundry solutions, Samsung's bespoke AI top-road washing machines start at Rs 24,500 for the 8kg model. At the same time, high-end users have an all-in-one washing machine with both washing and drying. He adds, he also combines smart automation with smart automation at Rs 319,000, with unit smart automation.
“While premiumization has been on the rise in durability over the past few years, consumers want the best technology, too. The adoption of AI-based products reflects this broader need. Consumers are replacing products faster than they want a better appliance.”
Nandi says it's all AI-based today, with God Certified's high-end washing machines that include top-load and front-load options, a frost-free refrigerator and split air conditioners. Nandi said the price difference between AI-enabled and regular home appliances has been decreasing in recent years, with two (price) differences now around 5-10%. However, the price difference between AI-enabled and super premium products of regular home appliances is high, he says.
“This allows businesses to easily drive these products with a rich scheme,” says Nandi.
NS Satish, president of Haier Appliances India, says lifestyle changes and lack of time are driving consumers to seek AI-enabled features in home appliances. “AI appliances can also be integrated into the home. In a world where busy lifestyles are increasingly interconnected, consumers find AI appliances useful,” he says. Apart from simple fundraising schemes, companies are actively marketing these products today, both online and offline, to capitalize on the consumer interest of these appliances, he adds.
