Bosch Home Appliances forays into Top Loading Washing Machines for the first time in its history, commences with India

Indore. Bosch Home Appliances, Europe’s largest home appliances brand renowned for their superior quality and German engineering announced the launch of top loaders washing machines in India as its first market, prior to its global launch.

With its expansive portfolio across home appliances, Bosch caters to the mass premium segment and one of the leadingbrand in the front loaders category in India. However, with the launch of top loaders, the German technologybrand will now enter the market with an offering that attracts consumers in the competitive pricing segment and in with wider distribution channel.

Today, India is a progressive economy and the consumer’s buying decisions are in line to keep up with trends, especially fashion. Today, fashion is more than just clothing, it is a way to express one’s identity. Every occasion demands a different look and feel and clothing plays a major part of people’s lives more than ever.

One of the key challenges consumers face is that garments are often ruined after a single wash in a washing machine, leaving consumers to resort to hand wash their favourite clothes. However, given the paucity of time, it is not feasible today.

Owing to this, there has been a shift in the way consumers wear clothes as well as care for them. As laundry experts, Bosch comprehends this shift and its German technology combats this issues by guaranteeing perfect results without compromising the quality of fashionable fabrics.

According to an internalstudy, penetration of washing machines is around 9% in India and is expected to increase in the coming years with sales from Tier II and Tier III markets.

Interestingly,the studyrevealsthat many households still prefer to hand wash their new and favourite clothes as they feel washing machines damage them. Resonating with this challenge that Indian consumers face, Boschhome appliances launched top loader washing machines in India to cater to this consumer requirement.

As laundry experts, Bosch’s #NoDamage technology tasted success in front loading washing machine category and is now also available in top loader washing machines, with this launch Bosch will introduce this new age technology to the larger size of consumers.

Speaking on the occasion, Mr. Gunjan Srivastava, MD & CEO, BSH Household Appliances said, “We are happy to announce the launch of top loadersin India reinforcing our commitment to the country.  Even as one of the leaders in the front loaders category, we realised that in India most households are largely accustomed to top loaders. This insight coupled with the challenge that consumers face with regards to their fabrics and forward moving fashion, we believe that Bosch top loaders will provide the best innovative solution.’’

He also added, “All our products combine innovation, efficiency and ease of use for a hassle-free lifestyle. We aspire to create products of the highest quality and perfection delivering the best service. The top loader washing machine is anadvancedappliance that is expected to raise the bar in efficiency in the home appliance sector worldwide.”

He further mentioned, “Understanding the authenticity of the product for Indian consumers, Bosch Home Appliances will roll out a 360 degrees marketing and communications campaign to amplify the launch of Asian Top Loaders and reach out to potential customers across the four zones in India. This high calibre integrated campaign will include a mix of traditional mediums like TVCs, print hoardings and ground level communications as well as new age mediums like online and digital amplification.”

Somekey USPs of Bosch Asian Top Loaders in India are:

• PowerWave wash system
• Innovative design pulsator and DynamicWaterflow results in perfect wash without damaging clothes
• VarioInverter Motor – Powerful, silent and built to last 10 years warranty on motor
• Soft closing lid
• Child lock
• 10 years warranty
• Magic filter
• Available in 6 colours
• Speed perfect
• Hot and cold-water inlet o Low water pressure
• Dual Dispenser
• Delay start
• Power-off memory

Bosch Home Appliances has a premium range of home appliances in India including dishwashers, refrigerators, small appliances, hobs, hoods, ovens and microwaves. Bosch Home Appliances will introduce its exciting new product launches across India.