With the Covid19 pandemic middle-class households in India have cut back on the usage of maids, housekeepers and other household help. This is driving up the sales of several consumer durables such as household appliances. Whirlpool. Samsung, LG and Bosch are happy.
The dishwasher has now become an actual category,” Voltas Ltd CEO Pradeep Bakshi says the segment is witnessing a 200% year-on-year growth in sales. This has prompted the company to launch its first commercial for dishwashers.Only 14% of households in India own a washing machine. Penetration of refrigerators in the country stands at 34.%. Adoption of new categories, which were held back not because of access or affordability but because people had household help to do things, is going up.
Last updated: December 26th, 2025
