Haier eyes 30-35% festive growth this season, says CEO N S Satish

Haier Appliances India is targeting 30-35% growth this festive season, with premium products seeing strong traction across metros, Tier-2 and Tier-3 markets, CEO N S Satish said.

The company is eyeing around 30% growth by volume and 35% by value, building on its 28-30% year-on-year growth. Early tracking during Navratri showed an encouraging 60-70% surge, he told The Hindu.

Satish said sustained demand is underpinned by structural shifts in purchasing power and easy credit accessibility, with EMI schemes and Buy-Now-Pay-Later options lowering entry barriers for premium products.

While demand remains balanced across categories like smart TVs and refrigerators, air conditioners have delivered particularly strong momentum, with consumers advancing purchases in anticipation of copper-driven price hikes, he noted.

On competition, Satish said establishing a market foothold requires usage-led innovation rather than just competitive pricing. India’s appliance market is witnessing a sweeping wave of premiumisation, he added.