Samsung India has introduced a new range of AI-powered washing machines, aiming to secure a leading position in the premium segment of the market, according to a company official. The consumer electronics giant, which currently holds about 20% of the washing machine market, is focused on increasing its market share quarter by quarter to become the top choice for consumers, said Saurabh Baishakhia, Senior Director of Digital Appliances at Samsung India.
The company anticipates that the launch of these advanced washing machines, coupled with the ongoing trend toward premium products, the upcoming festive season, and attractive financing options, will drive its growth in the segment.
Samsung aims to outpace industry growth and eventually claim market leadership. “We currently hold a 20% market share and are focused on expanding it further. Our goal is to become the brand of choice for most consumers,” Baishakhia told PTI.
Samsung’s main competitor in the Indian washing machine market is LG Electronics, which leads with over 35% market share. Other competitors include Haier, Bosch, Siemens, IFB, Godrej Appliances, and Whirlpool of India.
Samsung is tapping into consumer trends where people are upgrading to larger-capacity washing machines, particularly those over 9 kg, which now account for 40% of front-load model sales. The company is concentrating on the front-load segment, with models of 9 kg and above showing a 50% growth rate, according to Baishakhia.
“Consumers are willing to pay a premium for larger capacity, and we’re making it more accessible by offering a 12 kg machine at a lower premium than the market trend,” he added. The demand for larger machines is driven by lifestyle changes, urbanization, and increased disposable income.
While the Indian washing machine market, estimated at 10 million units annually, continues to grow at a single-digit rate, Samsung sees significant potential in the premium segment, particularly for machines priced over Rs 30,000. Baishakhia affirmed that the company is targeting leadership in this segment.
Samsung’s new AI-powered washing machines, featuring 12 kg capacity and larger drums, promise to reduce energy consumption by around 70% and cut wash time to 39 minutes. The AI technology will optimize detergent use and fabric care by analyzing fabric type and water turbidity. Users can also benefit from habit-learning features and seamless integration with Samsung’s app, making the washing process more efficient and personalized.
