Home Laundry Appliances in India

Home Laundry Appliances in
India
Euromonitor International
December 2022
HOME LAUNDRY APPLIANCES IN INDIA Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Home laundry appliances recovers well in 2022 ....................................................................... 1
Semi-automatic and top load washing machines dominate home laundry appliances ............. 1
Launches of smart washing machines in India ......................................................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Strong growth expected in the forecast period ......................................................................... 2
Automatic and front load washing machines to see growth in the forecast period .................... 2
E-commerce will remain important............................................................................................ 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Home Laundry Appliances by Category: Volume 2017-2022 ......... 3
Table 2 Sales of Home Laundry Appliances by Category: Value 2017-2022 ............ 4
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth
2017-2022 .................................................................................................... 5
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth
2017-2022 .................................................................................................... 5
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: %
Volume 2017-2022 ....................................................................................... 5
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2017-
2022 ............................................................................................................. 6
Table 7 Sales of Automatic Washing Machines by Volume Capacity: %
Volume 2017-2022 ....................................................................................... 6
Table 8 Sales of Automatic Washing Machines by Connected Appliances: %
Volume 2018-2022 ....................................................................................... 6
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume
2018-2022 .................................................................................................... 6
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-
2022 ............................................................................................................. 7
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2017-
2022 ............................................................................................................. 7
Table 12 Production of Home Laundry Appliances: Total Volume 2017-2022 ............ 8
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume
2022-2027 .................................................................................................... 8
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value
2022-2027 .................................................................................................... 9
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume
Growth 2022-2027 ....................................................................................... 9
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value
Growth 2022-2027 ..................................................................................... 10
© Euromonitor International
HOME LAUNDRY APPLIANCES IN INDIA Passport 1
HOME LAUNDRY APPLIANCES IN

INDIA
KEY DATA FINDINGS
▪ Retail volume sales increase by 9% in 2022 to 8.3 million
▪ LG Electronics India Pvt Ltd is the leading player in 2022, with a retail volume share of 25%
▪ Retail volume sales are set to rise at a CAGR of 8% over the forecast period to 12 million
2022 DEVELOPMENTS
Home laundry appliances recovers well in 2022

After seeing a notable decline in 2020, and only slow growth in 2021, home laundry
appliances is set to see a strong recovery in 2022, rebounding to above the 2019 pre-pandemic
level of sales. This is due to pent-up demand, improving consumer sentiment, demand for smart
features, and the deals and discounts offered by manufacturers and retailers.
For instance, Flipkart, one of the leading online retailers in India, stated that the demand for
washing machines with intelligent features doubled in the first half of 2022 compared with the
same period the previous year. While metros and tier-1 cities were the initial adopters, it is now
tier-3 cities and beyond which are seeing increased demand for washing machines, with
intelligent features such as inbuilt water heater, hard water wash, steam, Wi-Fi and zero
pressure fill technology gaining popularity, according to Flipkart. These features are considered
best-suited for Indian conditions as they offer a superior cleaning experience to customers, as
well as making their lives easier. Other benefits are also encouraging consumers to make such
big-ticket purchases. According to a market insight report released by Flipkart, some 40% of its
customers have been opting for affordable payment options such as prexo (product exchange)
and fee-free instalments to acquire intelligent appliances. Bank offers, cashback and discounts
during specific periods of the year have also been supporting sales.
Semi-automatic and top load washing machines dominate home laundry

appliances
Automatic washer dryers is set to see the fastest retail volume growth in 2022. However, this
is a very small category in India, with only higher-income consumers able to afford these
products, as their average unit price is five times higher than that of semi-automatic washing
machines. Within home laundry appliances, therefore, semi-automatic washing machines is
expected to continue to account for by far the biggest share of retail volume sales in 2022,
because these are entry-level products, and numerous major brands have a presence in this
category, such as LG, Samsung, Whirlpool and Godrej. Semi-automatic washing machines
require more consumer intervention for washing, rinsing, and drying. These are also mostly top
load appliances. Top load washing machines are also available in fully automatic washing
machines. Usually, lower-priced or mid-priced automatic washing machines are top load, whilst
front load models are comparatively expensive. Thus, top load washing machines have higher
sales in the Indian market, although the balance is gradually shifting to front load machines.
Launches of smart washing machines in India

To meet the demand for intelligent features, players have been launching smart washing
machines in India. For instance, Samsung, the second brand in home laundry appliances,
launched its 2022 range of artificial intelligence-enabled bilingual AI EcoBubble fully automatic
front loading washing machines in India. The products are available across store-based retail
channels in the country, and via online retailers such as Amazon and Flipkart. The line-up has
intelligent features such as AI Wash, Air Wash Technology and Super Speed Cycle. AI Wash
uses sensors to assess the weight and level of soiling of the laundry, and selects the optimal
amount of water and detergent, and rinse time, using machine learning. The Air Wash feature
claims to deodorise and sanitise the laundry without using water, still promising to remove
99.9% of bacteria and unpleasant odours. The Super Speed Cycle feature reduces the time
taken to do the laundry by shortening the rinse time using Speed Spray and accelerating the
spin speed to quickly spin-dry clothes. Users can also access various other features by
connecting their new washing machine with the SmartThings app.
Meanwhile, LG is set to remain the leading player in home laundry appliances in 2022. LG’s
AI Direct Drive Series in front load and top load options is equipped with AI Direct Drive
Technology and LG ThinQ, which gives a better wash performance and makes doing the
laundry more convenient for the user. Like the Samsung machines, the AI feature can recognise
the fabric type and weight and chooses the optimal wash cycle for the best wash performance
and fabric care. The front load variant has Direct Drive Motor, with six unique motions that
enhance the overall wash performance and lead to less vibration and noise, along with a bigger
drum capacity for heavy loads such as curtains, sofa covers and bedding. The top load variant
uses the TurboWash feature with the TurboDrum to help save time, energy, and water, while
protecting the clothes and lowering the user’s carbon footprint. It also comes with an inbuilt
heater to reduce the allergens and bacteria in the clothing, improving the overall level of
hygiene.
PROSPECTS AND OPPORTUNITIES
Strong growth expected in the forecast period

Home laundry appliances is set to see dynamic growth in the forecast period, which will be
attributable to a several factors. The most important is that the penetration of such products is
low in India, with automatic washing machines only having a penetration rate of 8%, and semi-
automatic washing machines having a penetration rate of 13%. These are amongst the lowest
rates globally, which therefore offers significant room for growth.
The rise in sales will also be supported by improved electricity coverage to support the
operation of electrical appliances. 98% of households are expected to have electricity by 2027,
compared with 91% in 2017, according to Euromonitor International’s Economies and
Consumers data. Consumers are also increasingly looking for products that provide
convenience and help them to manage household chores. According to Euromonitor
International’s Lifestyles Survey 2022, over half (51%) of Indian respondents agree that they are
looking for ways to simplify their life. Since a washing machine can cut the amount of time spent
doing laundry, it is one of the preferred appliances amongst consumers.
Automatic and front load washing machines to see growth in the

forecast period
Although semi-automatic washing machines is expected to remain the largest category in
home laundry appliances in the forecast period, automatic washing machines is projected to see
higher growth. The latter allow consumers to wash clothes without much intervention. The
consumer just needs to put the clothes in the machine, decide the wash cycle and add the
detergent. After this, the machine does the wash, rinses and spins on its own, unlike semi-
automatic washing machines, which require consumers to move clothes from one drum to
another for spinning and drying. With busy lifestyles and the return of working from the office,
consumers are likely to increasingly look for ways to minimise effort and save time. Since
automatic washing machines meet this need, this category is expected to see good growth in
the forecast period. These products are usually comparatively expensive; however, brands are
now offering economy automatic washing machines as well, which is expected to appeal to
more consumers.
Within automatic washing machines, the interest in front load variants is rising, and in the
forecast period sales are expected to continue to grow. Understanding the potential in this
category, brands are expanding their production to ensure supply. BSH Home Appliances is
looking to double capacity for its front load washing machine models. It launched a new range of
top load washing machines starting at INR21,790 which will be manufactured in Andhra
Pradesh through a third-party manufacturer. This move will help reach more households in
India.
Premiumisation through washer dryers will be another interesting trend to watch in the
forecast period. Since most Indian regions get plenty of sunlight, the need for automatic dryers
has been limited. However, now some consumers, especially amongst high earners in urban
areas, are interested in effective automatic washer dryers that reduce the need to air dry – again
saving time and inconvenience from changes in the weather. According to Euromonitor
International’s Lifestyles Survey 2022, over a third (34%) of Indian respondents agree that they
are willing to spend money to save time. Automatic washer dryers are very expensive compared
with automatic washing machines, and very few brands have products available in India. That
said, new product launches will ensure that there are enough products to drive demand.
E-commerce will remain important

Appliances and electronics specialists is set to continue to dominate the distribution of home
laundry appliances in 2022, with many consumers appreciating the ability to see the product
variety in person. However, e-commerce has been a fast-growing distribution channel, which
can be attributed to big sales events, discounts/deals, and easy finance options. At the same
time, consumers are also attracted to the ease of shopping due to doorstep delivery. For the last
couple of years, Indian consumers have become more comfortable with shopping online due to
rapid growth of internet and smartphone penetration. The marketing push from key players such
as Amazon and Flipkart has further helped to address consumers’ apprehension. According to
Euromonitor International’s Lifestyles Survey 2022, over two in five (41%) of Indian respondents
agree that they bought large electronics/appliances on a computer or tablet, and nearly a third
(31%) agree that they bought large electronics/appliances on a smartphone over the past year.
With the move from in-store to online sales an established pattern, and with more consumers
able to go online via smartphones, the move towards e-commerce is likely to continue in the
forecast period.
CATEGORY DATA
Table 1 Sales of Home Laundry Appliances by Category: Volume 2017-2022
'000 units
2017 2018 2019 2020 2021 2022
- Semi-Automatic 4,322.7 4,577.4 4,818.9 4,585.7 4,725.1 5,151.3

Washing Machines
-- Freestanding 2,538.8 2,805.5 3,080.9 2,875.3 2,935.1 3,190.8
Automatic Washing
Machines
-- Built-in Automatic - - - - - -
Washing Machines
- Automatic Washing 2,538.8 2,805.5 3,080.9 2,875.3 2,935.1 3,190.8
Machines
-- Freestanding 5.7 5.8 6.0 3.3 3.5 3.9
Automatic Washer Dryers
Washer Dryers
- Automatic Washer Dryers 5.7 5.8 6.0 3.3 3.5 3.9
-- Freestanding - - - - - -
Automatic Dryers
Dryers
- Automatic Dryers - - - - - -
- Freestanding Home 6,867.2 7,388.8 7,905.8 7,464.3 7,663.7 8,346.0
Laundry Appliances
- Built-in Home Laundry - - - - - -
Appliances
Home Laundry Appliances 6,867.2 7,388.8 7,905.8 7,464.3 7,663.7 8,346.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Home Laundry Appliances by Category: Value 2017-2022
INR million
2017 2018 2019 2020 2021 2022
- Semi-Automatic 49,846.2 53,574.6 57,224.1 54,683.1 65,574.9 77,838.1

Washing Machines
-- Freestanding 61,621.3 66,835.2 71,679.4 68,016.4 80,033.3 94,765.0
Automatic Washing
Machines
Washing Machines
Machines
-- Freestanding 359.2 366.2 373.6 201.9 241.9 295.8
Washer Dryers
Automatic Dryers
Dryers
Laundry Appliances
Appliances
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
% volume growth
2021/22 2017-22 CAGR 2017/22 Total
- Semi-Automatic Washing Machines 9.0 3.6 19.2

-- Freestanding Automatic Washing 8.7 4.7 25.7
Machines
-- Built-in Automatic Washing Machines - - -
- Automatic Washing Machines 8.7 4.7 25.7
-- Freestanding Automatic Washer Dryers 12.4 -7.3 -31.4
-- Built-in Automatic Washer Dryers - - -
- Automatic Washer Dryers 12.4 -7.3 -31.4
-- Freestanding Automatic Dryers - - -
-- Built-in Automatic Dryers - - -
- Automatic Dryers - - -
- Freestanding Home Laundry Appliances 8.9 4.0 21.5
- Built-in Home Laundry Appliances - - -
Home Laundry Appliances 8.9 4.0 21.5
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
% current value growth

2021/22 2017-22 CAGR 2017/22 Total

Machines
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-

2022
% retail volume
2018 2019 2020 2021 2022
Connected - - - - -
Non-Connected 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
% retail volume
2017 2018 2019 2020 2021 2022
Front-Loading 35.5 37.0 37.5 37.9 38.5 39.7

Top-Loading 64.5 63.0 62.5 62.1 61.5 60.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-

2022
% retail volume
2017 2018 2019 2020 2021 2022
Small (<=6 kg) 9.7 9.6 9.6 9.4 9.3 9.1

Medium (6.0-8.9 kg) 85.8 85.7 85.4 85.6 85.9 86.7
Large ( >=9 kg) 4.5 4.7 5.1 4.9 4.8 4.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume

2018-2022
% retail volume
2018 2019 2020 2021 2022
Connected - - - - -
Non-Connected 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
% retail volume
Company 2018 2019 2020 2021 2022
LG Electronics India 24.3 24.3 24.9 25.1 25.3

Pvt Ltd
Samsung India 20.0 20.3 21.1 21.5 21.9
Electronics Pvt Ltd
Whirlpool of India Ltd 11.2 11.6 10.9 10.6 10.3
IFB Industries Ltd 8.5 8.5 8.1 8.0 8.0
Godrej & Boyce Mfg Co Ltd 7.2 7.1 6.6 6.5 6.6
Haier Appliances India 4.7 4.2 4.0 3.8 3.5
Pvt Ltd
BSH Household 1.7 2.2 3.2 3.3 3.3
Appliances Mfg Pvt Ltd

Electrolux AB 1.6 1.5 1.3 1.3 1.1
Panasonic Home 0.8 0.8 0.8 0.8 0.8
Appliances India Co Ltd
Videocon Industries Ltd 7.0 1.0 0.0 - -
Others 13.1 18.5 19.1 19.1 19.2
Total 100.0 100.0 100.0 100.0 100.0
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
% retail volume
Brand (GBO) Company (NBO) 2019 2020 2021 2022
LG (LG Corp) LG Electronics India 24.3 24.9 25.1 25.3

Pvt Ltd
Samsung (Samsung Samsung India 20.3 21.1 21.5 21.9
Corp) Electronics Pvt Ltd
Whirlpool Whirlpool of India Ltd 11.6 10.9 10.6 10.3
(Whirlpool Corp)
IFB IFB Industries Ltd 8.5 8.1 8.0 8.0
Godrej Godrej & Boyce Mfg Co Ltd 7.1 6.6 6.5 6.6
Haier (Haier Group) Haier Appliances India 4.2 4.0 3.8 3.5
Pvt Ltd
Siemens (BSH BSH Household 2.2 3.2 3.3 3.3
Hausgeräte GmbH) Appliances Mfg Pvt Ltd
Electrolux Electrolux AB 1.5 1.3 1.3 1.1
Panasonic Panasonic Home 0.8 0.8 0.8 0.8
(Panasonic Corp) Appliances India Co Ltd
Videocon Videocon Industries Ltd 1.0 0.0 - -
Siemens (BSH Bosch BSH Household - - - -
& Siemens Appliances Mfg Pvt Ltd
Hausgeräte GmbH)
Others Others 18.5 19.1 19.1 19.2
Total Total 100.0 100.0 100.0 100.0
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
% retail volume
2017 2018 2019 2020 2021 2022
Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 92.9 88.4 86.9 75.8 71.4 68.2
-- Grocery Retailers 1.2 1.5 1.6 0.9 1.1 1.3
--- Convenience Retail - - - - - -
--- Supermarkets - - - - - -
--- Hypermarkets 1.2 1.5 1.6 0.9 1.1 1.3
--- Discounters - - - - - -
--- Warehouse Clubs - - - - - -
--- Food/drink/tobacco - - - - - -
specialists
--- Small Local Grocers - - - - - -
-- Non-Grocery Retailers 91.7 87.0 85.3 74.8 70.3 67.0
--- General Merchandise - - - - - -
Stores
---- Department Stores - - - - - -
---- Variety Stores - - - - - -
--- Apparel and - - - - - -
Footwear Specialists
--- Appliances and 88.8 84.5 82.9 72.5 68.1 64.8
Electronics Specialists
--- Home Products 2.8 2.4 2.4 2.3 2.2 2.2
Specialists
--- Health and Beauty - - - - - -
Specialists
--- Leisure and - - - - - -
Personal Goods
Specialists
--- Other Non-Grocery - - - - - -
Retailers
-- Vending - - - - - -
-- Direct Selling - - - - - -
- Retail E-Commerce 7.1 11.6 13.1 24.2 28.6 31.8
Non-retail channels - - - - - -
- Builder Merchants and - - - - - -
Construction
Total 100.0 100.0 100.0 100.0 100.0 100.0
Note: Others includes sales from door to door selling, warehouse clubs etc
Table 12 Production of Home Laundry Appliances: Total Volume 2017-2022
'000 units
2017 2018 2019 2020 2021 2022

– Production
Source: Euromonitor International from trade sources/national statistics
Note: ‘-’ indicates data not available
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
'000 units
2022 2023 2024 2025 2026 2027
- Semi-Automatic 5,151.3 5,548.3 5,965.8 6,383.8 6,801.7 7,191.4

Washing Machines
-- Freestanding 3,190.8 3,528.0 3,849.5 4,170.9 4,492.9 4,768.7
Automatic Washing
Machines
Washing Machines
Machines
-- Freestanding 3.9 4.2 4.4 4.5 4.6 4.5
Washer Dryers
Automatic Dryers
Dryers
Laundry Appliances
Appliances
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
INR million
2022 2023 2024 2025 2026 2027
- Semi-Automatic 77,838.1 83,939.7 89,502.3 93,627.1 96,050.9 96,845.8

Washing Machines
-- Freestanding 94,765.0 105,325.4 113,448.7 120,624.0 124,986.0 124,577.5
Automatic Washing
Machines
Washing Machines
Machines
-- Freestanding 295.8 319.8 324.9 320.1 302.1 271.8
Washer Dryers
Automatic Dryers
Dryers
Laundry Appliances
Appliances
trade sources
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth

2022-2027
% volume growth
2022/23 2022-27 CAGR 2022/27 Total

Machines
-- Freestanding Automatic Washer Dryers 8.7 2.9 15.4
- Automatic Washer Dryers 8.7 2.9 15.4

trade sources
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth

2022-2027
% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

Machines
trade sources

Home Laundry Appliances in India

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LIST OF CONTENTS AND TABLES

HOME LAUNDRY APPLIANCES IN

Home laundry appliances recovers well in 2022

Semi-automatic and top load washing machines dominate home laundry

Launches of smart washing machines in India

PROSPECTS AND OPPORTUNITIES

Strong growth expected in the forecast period

Automatic and front load washing machines to see growth in the

E-commerce will remain important

- Semi-Automatic 4,322.7 4,577.4 4,818.9 4,585.7 4,725.1 5,151.3

Table 2 Sales of Home Laundry Appliances by Category: Value 2017-2022

- Semi-Automatic 49,846.2 53,574.6 57,224.1 54,683.1 65,574.9 77,838.1

Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022

- Semi-Automatic Washing Machines 9.0 3.6 19.2

Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022

% current value growth

- Semi-Automatic Washing Machines 18.7 9.3 56.2

Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-

Table 6 Sales of Automatic Washing Machines by Format: % Volume 2017-2022

Front-Loading 35.5 37.0 37.5 37.9 38.5 39.7

Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-

Small (<=6 kg) 9.7 9.6 9.6 9.4 9.3 9.1

Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume

Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022

LG Electronics India 24.3 24.3 24.9 25.1 25.3

Appliances Mfg Pvt Ltd

Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022

LG (LG Corp) LG Electronics India 24.3 24.9 25.1 25.3

Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

Table 12 Production of Home Laundry Appliances: Total Volume 2017-2022

Home Laundry Appliances 6,489.4 6,675.9 6,918.7 5,414.6 4,941.3 5,120.2

Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027

- Semi-Automatic 5,151.3 5,548.3 5,965.8 6,383.8 6,801.7 7,191.4

Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027

- Semi-Automatic 77,838.1 83,939.7 89,502.3 93,627.1 96,050.9 96,845.8

Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth

- Semi-Automatic Washing Machines 7.7 6.9 39.6

- Automatic Washer Dryers 8.7 2.9 15.4

Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth

% constant value growth

- Semi-Automatic Washing Machines 7.8 4.5 24.4

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