Haier eyes 30 to 35% festive growth this season, says CEO N S Satish

Premium products are performing strongly across metros, tier-2, and tier-3 markets alike, said N S Satish, CEO, Haier Appliances India to The Hindu, highlighting a festive strategy targeting approximately 30% to 35% growth, comprising roughly 30% growth by volume and 35% by value.

“This festive target builds on company’s strong year-to-year performance of 28% to 30% growth. Early tracking during Navratra revealed an encouraging 60% to 70% year-on-year surge,” he said.

Mr. Satish said that there is a sustained demand across geographies, underpinned by structural shifts in purchasing power and credit accessibility. The widespread availability of easy EMI schemes and Buy-Now-Pay-Later (BNPL) options has effectively lowered entry barriers for premium products.

“While demand remains balanced across core categories like smart TVs and refrigerators, air conditioners have delivered particularly strong momentum. Beyond high summer temperatures, consumers appear to be advancing purchases in anticipation of copper-driven price increases,” noted Mr. Satish.

India’s appliance market is witnessing a sweeping wave of premiumisation behavior across the country, he told.

On competing with well-known and established brands, Mr. Satish said that establishing a market foothold requires more than competitive pricing: it demands targeted, usage-led innovation. “The company’s strategy relies on introducing products engineered specifically around daily consumer habits rather than superficial features.”

Addressing channel distribution, Satish noted that access to cities and retail outlets is straightforward when product positioning and brand awareness align. “Today, Haier holds 20% market share in refrigerators across major retail partners Reliance Digital and Croma, maintaining a top-two position in the side-by-side segment and securing the number-one spot in that category during Amazon’s Great Indian Festival sale.”

Haier currently sells LED TVs, air conditioners, microwave ovens, air fryers, deep freezers, water heaters, chimneys, hobs, and robot vacuum cleaners in India and is now shifting toward dedicated brand experiences. He said that plans are underway to expand its partner-operated exclusive store network from 65 to 400 locations over the coming year.

Haier has its domestic manufacturing in Pune and Greater Noida which supply to the nationwide network, with Pune serving as the primary hub for premium and large-capacity manufacturing. Mr. Satish told us that 98% of the products made here are getting absorbed in India, while the export contributions to nearby markets, including Sri Lanka, Bangladesh, and Nepal, remain at around 2%.

To safeguard customer experience as home appliances become increasingly AI-enabled and technically sophisticated, the company relies on exclusive service engineers to manage nearly 70% of its total service volume.

Looking ahead, the company maintains an aggressive growth and investment stance. While consumer demand remains strong, management is monitoring potential supply-side pressures, particularly geopolitical disruptions and price volatility in petroleum crude derivatives. Maintaining operational fitness to absorb external input cost volatility will be essential.