AI-enabled refrigerators, connected washing machines, and locally manufactured premium products fuel Haier’s strongest year yet, as the company deepens its India roots with 40,000 dealers and rising digital sales.
Haier India has crossed a defining threshold. The appliance maker ended 2024 with revenues topping Rs 8,900 crore, marking one of its strongest financial years to date. Over the past three years, its market share has expanded steadily, driven by a bigger product portfolio, deeper retail reach and a sharper focus on intelligent, connected living.
“India’s home appliance market is still at a fascinating inflection point,” says NS Satish, President of Haier Appliances India. “Penetration levels in categories like air conditioners, refrigerators and washing machines remain much lower than global averages. For us, that gap isn’t a challenge – it’s an opportunity. It tells us there’s enormous headroom to grow if we continue to understand what the Indian consumer truly values: reliability, innovation and affordability working together.”
Haier’s acceleration has been led by its connected products, which delivered a 35 percent year-on-year revenue jump in 2024. Smart refrigerators, washing machines, televisions and water heaters have become its new growth engines.
“Our customers are no longer buying a product, they’re buying an experience, whether it’s a washing machine that adjusts cycles automatically or an air conditioner that learns your comfort patterns, consumers want technology that quietly makes their lives easier. We’re designing for that reality, not for the sake of buzzwords,” says Satish.
Among Haier’s flagship launches were the Gravity Series air conditioners, touted as India’s only models with AI Climate Control and a soft-textured fabric finish, and the F9 Series front-load washing machines, equipped with the country’s first AI Color Panel and One-Touch control through the HaiSmart App. The company also debuted Mini LED TVs for smarter viewing and the CIVIC X11 robot vacuum cleaner series, fitted with laser navigation, smart obstacle detection and Google Voice integration.
“These innovations are not niche experiments,” Satish says. “They’re designed around Indian households, families with multitasking parents, limited space and high expectations for value. Every launch reflects our belief that technology must feel human.”
Behind the tech sheen lies a formidable retail machine. Haier now operates through 40,000 dealers nationwide, including 2,000 direct dealers, ensuring consistent access from metros to small towns.
“Accessibility is our backbone, it’s not enough to build great products; people must be able to find and experience them easily. Whether you’re in Delhi NCR or a small town in Odisha, the interaction with Haier has to feel the same – transparent, efficient and reliable,” says Satish.
The company has also deepened its manufacturing base. Its Greater Noida plant recently underwent a 25 percent capacity expansion, supporting both domestic sales and exports to markets across the Middle East and Africa. By 2026, Haier aims to source more than 80 percent of its components locally, aligning with India’s manufacturing ambitions.
Furthermore Satish noted, “Indigenisation remains a key priority, it allows us to design products faster for Indian needs, keep costs competitive, and contribute to local employment. We see our factories not just as production units, but as engines of long-term sustainability.”
Haier’s marketing strategy mirrors the shift in how Indians shop. Roughly 60 percent of its marketing spend now flows to digital and new-age platforms, reflecting the growing importance of online discovery and sales. Yet offline retail remains central, especially in smaller cities where physical interaction still builds trust.
“Digital helps us tell our story; retail helps us build relationships,” Satish emphasised. “Both channels feed each other. A customer may see a product online but walk into a store to touch and test it – and our job is to make that journey seamless.”
Regions such as Maharashtra, Delhi-NCR, and Karnataka are posting the fastest growth, thanks to higher disposable incomes and strong digital adoption. Haier tailors its marketing and product mix for each geography – for instance, emphasising cooling efficiency in southern states where summers are longer.
What was once a niche has become Haier’s most promising segment. The premium category – anchored by products like the Lumiere refrigerators, Gravity ACs, and CIVIC X11 vacuums – now forms a substantial share of revenue.
“With the Indian consumer evolving rapidly, people want appliances that reflect who they are – sleek, energy-efficient and intelligent, but also emotionally satisfying. When a refrigerator becomes the centerpiece of a modular kitchen, design matters as much as performance,” added Satish.
Premium products have also lifted profitability, aided by higher margins and brand stickiness. “Consumers who enter the Haier ecosystem rarely leave,” he says.
Haier’s portfolio has expanded from five categories at market entry to 11 today, spanning refrigerators, air conditioners, washing machines, TVs, microwaves, water heaters, kitchen appliances and commercial cooling systems. That breadth, Satish believes, helps the brand stay relevant across life stages.
“We have seen families that started with a single Haier refrigerator a decade ago now using multiple Haier appliances, that’s not coincidence; that’s trust accumulated over time,” he said.
Haier backs this loyalty with responsive service networks and warranty schemes, especially important in tier-2 and tier-3 markets where word-of-mouth drives sales.
“The festive season is when aspirations meet affordability,” says Satish. “We want to make sure that anyone looking to upgrade to a smarter appliance finds an option within their budget. Our goal isn’t just to sell more units – it’s to deepen the emotional connection families have with the Haier brand.”
Haier also expects a policy-driven boost from the government’s Next-Gen GST reform, which has reduced tax rates on key appliances. “The GST revision is a timely and visionary step,” he says . “Lower taxes will directly translate into better value for customers, simpler compliance for manufacturers, and stronger demand for the industry. It strengthens the entire ecosystem – from innovation and manufacturing to distribution and retail.”
To handle surging demand, Haier closely monitors inventory turnover and supply-chain responsiveness. Its production and logistics teams calibrate output by region and season, ensuring availability without overstocking. During peak demand, data-driven planning keeps the supply chain agile while maintaining pricing discipline.
“Operational agility is often invisible to consumers, but it’s what allows us to promise on-time delivery anywhere in the country,” Satish says. “A good product must be backed by flawless execution.”
Haier’s journey in India is a case study in steady adaptation – from market entry focused on affordability to a full-scale transformation into a technology-driven, lifestyle-oriented brand. Its growth now straddles the sweet spot between aspiration and accessibility.
“India is not a single market; it’s many markets stitched together by ambition,” Satish reflects. “Our role is to serve every layer of that ambition – from first-time buyers in smaller towns to design-driven consumers in metros. If we stay close to those realities, growth will follow naturally.”
As the company heads into 2026, Haier’s equation for success seems clear: innovate locally, market digitally, manufacture efficiently and build trust relentlessly. The challenge, Satish acknowledges, will be maintaining momentum in an increasingly crowded sector.
“But competition keeps us sharp,” he says . “It pushes us to think harder about the customer, to improve every product, every service interaction. And that’s exactly how we intend to grow – not by chasing trends, but by setting them.”
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