The premium appliance maker is looking to expand its exclusive retail footprint in cities such as Hyderabad and Mumbai while strengthening its dealer-led distribution network.
Miele India plans to add three to four exclusive stores in the country as it looks to expand its retail presence in key markets, including Hyderabad, Mumbai, Chandigarh and Kochi. The German premium appliance maker is also looking to strengthen its dealer-led distribution network as it seeks to capitalise on growing demand for high-end kitchen and home appliances..
The company’s India business has grown at approximately 20 per cent annually over the past five years, said Sunil Punia, Country Head, Miele India. The company is looking to build on this growth as demand for premium appliances increases alongside consumer spending on home renovation, upgraded interiors and newer residential properties.
“We have two ways of expanding. One is with existing dealers. The dealers have multi-brand outlets. They have other brands also. They have other products as well,” Punia said explaining the company’s distribution strategy to BW Retail World on the sideline of there unveiling for there Gurugram store, explaining the company’s distribution strategy.
The expansion comes as India’s consumer durables market continues to grow, with the Confederation of Indian Industry (CII) and Boston Consulting Group projecting an annual growth rate of 8–10 per cent through 2030, taking the market to Rs 3–3.25 lakh crore.
The second channel involves adding more exclusive stores to provide consumers with access to its product portfolio. Miele currently operates exclusive stores in Delhi, Chennai, Surat and Bengaluru, with the company looking at additional markets to strengthen its physical retail presence.
Punia said the company has also seen growing interest in premium appliances from real estate developers, who are evaluating branded appliances as a way to strengthen their propositions in the luxury housing segment. While developer-led sales have not historically been a significant part of its business, enquiries from the segment have increased recently.
Premium Housing Creates A Larger Opportunity
South India contributes approximately 40-45 per cent of Miele India’s sales, making it the company’s largest regional market, followed by West India, North India and the East, Punia said. Delhi-NCR is also a significant market, drawing customers from neighbouring cities where the brand does not have an exclusive store.
The opportunity in premium housing is also reflected in broader real estate trends. According to a March 2026 analysis by property consultancy JLL, apartments priced above Rs 1 crore accounted for 63 per cent of residential sales in 2025, compared with 46 per cent in 2023. Sales in this segment grew 6 per cent year-on-year even as overall housing sales declined 11 per cent. Hyderabad’s premium housing segment accounted for 82 per cent of residential sales in 2025, up from 73 per cent in 2023, while Mumbai’s share increased to 64 per cen
Punia said changing consumer preferences around home interiors and kitchen design have also supported demand for premium appliances, with more households spending on renovations and upgrading their living spaces.
“People have really started looking at what they have inside their houses. They are increasingly renovating, moving to newer places, spending on better interior products,” he said.
The company is also seeing changing preferences in cooking appliances following disruptions in LPG availability. Although Punia said the short-term LPG crisis did not translate into an immediate sales benefit for Miele, given the planned nature of purchases and installation requirements for its high-end appliances, it has influenced consumer enquiries.
“Almost every second kitchen is requesting us to put a induction hob. So that in case of anything they can do that,” he said, referring to enquiries for induction hobs as households look at alternatives to conventional gas cooking.
Punia added that induction cooking has been gaining traction over the past five years, with consumers increasingly considering electric appliances as part of modern kitchen designs.
Diwali Drives Seasonal Business Uptick
While Miele’s business is not heavily dependent on festive seasons, the company typically records an increase in demand during October and November. Punia said business during the Diwali period rises by approximately 25 per cent compared with non-festive months.
“Having said that, Diwali is a season wherein we normally see an upward growth in the business. So, our business, from the non-Diwali season, we see about a 25% growth or 25% jump during these couple of months, which is October-November,” he said.
The company is also incorporating artificial intelligence (AI) into some of its products to improve appliance functionality. At the IFA exhibition earlier this year, Miele showcased a dishwasher equipped with a camera that uses AI to identify dishes, assess how dirty they are and determine the appropriate washing programme and detergent requirements.
Miele India is also evaluating the introduction of a recently showcased global washing machine model in the domestic market, with Punia indicating a possible timeline of late 2027 or early 2028.
The company, which has been present in India for more than 16 years through its subsidiary, offers appliances across cooking, refrigeration, dishwashing, laundry, coffee preparation and floor care. Globally, Miele recorded a turnover of EUR 5.16 billion in the 2025 financial year and employed approximately 23,000 people.
