The move signals Dylect’s expansion into a competitive but fast-growing small appliances market, where demand has been supported by rising urban incomes
Dylect has entered the kitchen appliances segment with the launch of slow juicers and stand mixers, as the company looks to diversify beyond its core auto-care category and tap into growing demand for convenience-driven home solutions.
The company has introduced two slow juicers, NutriMax and NutriPro and two stand mixers , BetterMix and ArtiMix, priced from Rs 8,999 and Rs 6,499, respectively. The products are being sold through the company’s website and Amazon.
The move signals Dylect’s expansion into a competitive but fast-growing small appliances market, where demand has been supported by rising urban incomes, premiumisation trends and increased focus on at-home consumption.
The new product also comes at a time when sales of kitchen appliances such as juicers and mixers typically see seasonal traction during summer, driven by demand for fresh beverages and easier meal preparation.
Dylect is positioning its new range around functionality and ease of use rather than aggressive pricing. The slow juicers use cold-press technology aimed at preserving nutrients, while the stand mixers are designed to automate routine kitchen tasks such as kneading and whipping.
The premium mixer variant includes a fermentation mode for dough preparation and a metal gear system aimed at improving durability, features that place it in the mid-to-premium segment of the market.
Dylect will compete with established players in India’s kitchen appliance market, where brands across price segments are increasingly focusing on multi-functional and time-saving devices to attract urban consumers.
Industry trends indicate growing consumer preference for appliances that reduce manual effort and support healthier lifestyles, particularly among younger households.
“Our vision is to create products that are built around the user… addressing both wellness and convenience,” said Anuj Bhatia, founder of Dylect.
With over 2 lakh customers in its existing business, Dylect is betting on product-led expansion to build presence in adjacent categories. The entry into kitchen appliances reflects a broader strategy to position itself as a lifestyle technology brand rather than remain limited to auto-care.
