Miele targets up to 22% annual growth in India as it doubles dealer network

German appliance maker Miele aims for up to 22% annual growth in India over the next five years, after posting 20% growth since 2020. It will expand its sales and distribution footprint from 14 to 30 cities and double its dealer network to more than 200. Sunil Punia, Country Manager of Miele India, said the plan comes as post‑Covid shoppers favour premium products and put quality above price. He added that demand for premium home appliances has strengthened since 2021, offering a clear opportunity for brands that do not compromise on quality. Miele’s expansion roadmap includes bolstering retail presence, distribution and after‑sales service. The brand sells its range through premium furniture and kitchen retailers as well as exclusive showrooms, and it recently opened a new exclusive showroom in Gurugram showcasing kitchen appliances, laundry solutions and specialised home appliances. Miele estimates that India’s premium appliance market could become a ₹2,500‑crore segment within five years. The company continues to import built‑in appliances and integrated kitchen solutions for the Indian market.

Context

Premiumisation describes the trend of consumers opting for higher‑priced, higher‑quality goods as incomes rise and preferences shift toward durability and performance.