The company says that 2025 growth was led by accelerating premiumisation and rising consumer preference for high-capacity, technology-led appliances
German appliances major BSH Home Appliances Group (BSH) is betting big on extensive portfolio expansion, localisation and retail excellence to drive growth in the India region in 2026. The Indian market for the company closed 2025 on a strong note, led by accelerating premiumisation and rising consumer preference for high-capacity, technology-led appliances across dishcare, laundry and cooling categories.
The company’s ‘Make-in-India-for-India’ cooling strategy will position the it as a full-stack player across segments, from single door to built-in and side-by-side refrigerators, across a wide price spectrum, the senior management highlighted during the its annual press briefing on Thursday.
The company will further strengthen its dishwasher leadership with new freestanding models and expand laundry with high-capacity innovations. “As the key player market leader in Dishwashers category in India, BSH is poised to accelerate further with an exponential growth ambition for 2026,” the management noted.
Key Growth Drivers
The dishwasher segment emerged as a standout, recording a 75 per cent growth following the goods and services tax (GST) reduction between September 2025 and January 2026, as a clear reflection of dishcare evolving as the fastest growing category.
Laundry volumes grew around 15 per cent, while the Bosch cooking portfolio saw a 30 per cent rise in Bult-in steam oven demand, signalling a shift toward healthier, precision-led cooking. The company also recorded its highest-ever festive sales, with record growth across categories like dishwasher, cooking and laundry.
Company’s Chief Financial Officer (CFO)’s Thorsten Lücke, said, “We must strengthen our resilience and continue to make targeted investments in our future in order to ensure long-term success.”
BSH is also scaling its small appliances portfolio, with the unveiling of new Bosch air fryers and mixer grinders, and an upcoming range of freestanding Siemens coffee machines, strengthening its role in the evolving, premium kitchen ecosystem.
The company said that the growth momentum in 2026 will be anchored in strong distribution expansion, accelerating ecommerce traction and a rapid scale-up of exclusive brand stores across key markets.
BSH will continue to deepen its premium footprint across tier 1 and fast-evolving tier 2 cities, tapping into the rising disposable incomes and aspirational demand of a ‘new India’.
To maintain its growth trajectory, particularly in the Siemens built-in category, the company has a strategic pipeline of launches spanning hoods, hobs, cavity appliances, laundry, and refrigeration, designed to cater to the evolving needs of modern homes.
In the ultra-luxury segment, Gaggenau will further reinforce its leadership with the introduction of its expressive and minimalist series in the second half of the year. “With these strategic growth levers, BSH is well-positioned to deliver strong double-digit growth over the next five years and further strengthen its market share in India, continuing to shape the future of premium home living,” the company added.
The company believes that markets will remain volatile in the current financial year.
“A real recovery of the markets is not foreseeable. We do not expect any tailwinds in 2026 either. But we have the foundation to prove ourselves even in difficult markets. Our guiding principle: demonstrate resilience and invest in the future. That is exactly what we did in 2025. That is exactly what we will continue to do consistently and vigorously in 2026,” company’s Chief Executive Officer (CEO) Matthias Metz
Growth Trajectory
BSH Home Appliances Group generated a turnover of 15 billion euros in the 2025 financial year. Adjusted for exchange rate effects, this represents a decline of 1.6 per cent compared to 2024, while in local currency terms it corresponds to growth of 2.8 per cent.
Europe’s largest home appliance manufacturer recorded sales growth in the Regions North America, Europe and Emerging Markets compared to 2024. CEO Metz emphasized the significance of these successes and said, “We have weathered difficult times well. It was a year with a lot of headwinds, but it showed that our roadmap for the future is working.”
The management said that many of the company’s product families are on a growth trajectory despite challenging conditions. BSH achieved a trend reversal in the cooking segment, with oven sales up 2 per cent compared to the previous year and hob and extractor hood sales up 2.6 per cent, with a clear trend towards hobs with integrated extractor fans.
The dishwashing (+2.1 per cent) and consumer products (+0.1 per cent) product areas also recorded growth. Turnover declined in the refrigeration (-4 per cent) and laundry care (-1 per cent) segments. This was primarily due to the competitive market environment, which was particularly evident in the Region Greater China, where turnover declined in both product families.
Lücke said that market-leading innovations, driven by investment and expenditure on research and development, are one of BSH’s growth drivers
