India’s small home appliances market is projected to reach Rs 2 lakh crore by FY30, with emerging categories growing at an annual rate of 18 per cent, more than twice the pace of the overall market
Air fryers and flat grills led growth in India’s online small home appliances market in August 2026, with their gross merchandise value (GMV) rising 103 per cent and 94 per cent, respectively, year-on-year on a leading marketplace, as emerging appliance categories gain traction among consumers.
Coffee and espresso appliances also recorded strong growth, with GMV increasing 82 per cent during the month. Espresso machines stood out within the segment, registering 176 per cent year-on-year growth, according to an October 2026 report by consulting firm Redseer on the Indian small home appliances market.
The growth comes as emerging categories expand faster than the broader market, creating opportunities for brands to gain market share through online platforms. However, competition is intensifying in some segments, with established brands continuing to command a significant share of sales.
Small Appliances Market Reach Rs 2 Lakh Cr
India’s small home appliances market was valued at Rs 1.38 lakh crore in FY25 and is projected to reach Rs 2 lakh crore by FY30, growing at a compound annual growth rate (CAGR) of around 8 per cent, according to Redseer’s estimates.
Emerging categories, including air fryers, garment steamers, air purifiers, coffee makers and tower or bladeless fans, accounted for Rs 18,500 crore of the market in FY25. Their combined value is projected to increase to Rs 42,000 crore by FY30, implying annual growth of around 18 per cent.
Their share of the overall market is expected to rise from 13 per cent in FY25 to 21 per cent by FY30, while mature categories are projected to grow from Rs 1.195 lakh crore to Rs 1.58 lakh crore over the same period.
Air fryers are expected to be among the fastest-growing categories, with the segment projected to expand from Rs 6,700 crore in FY25 to Rs 18,500 crore by FY30, representing a CAGR of 22.5 per cent. Garment steamers are projected to grow at 19.6 per cent, while air purifiers are expected to expand at 15.3 per cent annually.
Online Shaping Emerging Categories
Online channels are playing a larger role in the development of newer appliance categories. Around 70 per cent of air fryer sales take place online, compared with approximately 25 per cent of mixer grinder sales, according to the report. Redseer estimates that the online share of air fryer sales could rise from 68 per cent in FY25 to 74 per cent by FY30. For air purifiers, the online share is projected to increase from 50 per cent to 55 per cent over the same period.
By contrast, online channels accounted for around 24 per cent of mixer grinder sales in FY25, with the share projected to reach 27 per cent by FY30. The report suggests that marketplaces are particularly important for emerging categories, where product discovery, search rankings, ratings and reviews can influence consumer demand and help brands establish themselves.
The report also flags returns as an operational challenge for online sellers, citing a return rate of around 37 per cent in a recent marketplace snapshot. This makes service quality, product reliability and profitability after returns important considerations as brands scale.
Air Fryers Strong Growth
Despite rapid growth, newer brands have not captured a dominant share of every emerging category. The top three brands account for around 70 per cent of online air fryer sales, indicating that competition in the segment has already consolidated around a few players.
New-age brands accounted for 14 per cent of air fryer GMV on the leading marketplace in August 2026, according to Redseer. Their share was higher in other categories, including 54 per cent in oven-toaster-grills (OTGs) and 48 per cent in food processors, where newer brands have gained ground in relatively fragmented markets.
Flat grills present a different competitive picture. Although the category recorded 94 per cent year-on-year GMV growth in August, new-age brands accounted for only 15 per cent of category GMV. This leaves room for brands to compete, provided they can differentiate their products and establish a stronger position with consumers.
Coffee and espresso appliances recorded 82 per cent GMV growth, while the top three brands held around 47 per cent of the category. Espresso machines, however, were more concentrated, with the top three brands accounting for 85 per cent of GMV and one global brand alone holding 66 per cent.
Low Household Penetration Leaves Room For Expansion
The growth outlook is supported by low household penetration across several emerging appliance categories. Air fryers were present in around 0.9 per cent of Indian households in FY25, with penetration projected to reach 2.36 per cent by FY30, according to Redseer.
Garment steamers had a household penetration rate of 0.94 per cent in FY25, projected to rise to 1.91 per cent by FY30. Air purifiers were present in 0.49 per cent of households, while coffee makers had a penetration rate of just 0.11 per cent. These figures compare with penetration of 33 per cent for mixer grinders and 71 per cent for gas stoves, highlighting the difference in maturity between established household appliances and newer product categories.
The report also points to a substantial gap between India and larger international markets in categories such as vacuum cleaners and coffee makers. However, it cautions that differences in income levels and household structures mean that international penetration levels cannot be directly applied to India.
For appliance manufacturers and brands, the opportunity will depend on translating low penetration into sustained demand while managing sourcing costs, product quality, after-sales service and returns. Redseer identifies the ability to expand beyond a single successful product category as a key factor that could distinguish durable businesses from brands that experience only an initial surge in sales.
