Samsung India expects its home appliance business to garner double-digit growth in the second half of the year, driven by strong festival demand and expansion of the premium segment. This comes at a time when rising aspirations among Indian consumers are fuelling demand for the premium segment, which is outpacing the growth of the economy segment.
Ghufran Alam, Vice-President, Digital Appliances Business, Samsung India, said, “During Onam, which marks the start of the festival season, we have seen quite high double-digit growth. The expansion of the premium segment has continued this year, and there is momentum in the adoption of AI-enabled appliances. Looking at these robust demand trends during the Independence Day sales period and Onam, we expect this momentum to continue and expect to see double-digit growth in H2 CY2026.”
After witnessing strong traction for cooling products in the first half of the year, the consumer durables major expects room air conditioners to continue to be the fastest-growing category, followed by washing machines and refrigerators in the second half of the year.
Alam added that growth in the mid- and premium-tier segments is outpacing that of the economy segment, as consumers seek to upgrade their appliances amidst rising aspirations. “The economy segment is not declining, but growth is faster in the premium and mid-tier segments. The key reason is that consumers are upgrading their appliances across regions, whether in rural or urban areas,” he said. He noted that attractive financing schemes are also supporting the trend toward premiumization.
Asked if the company will take price hikes to mitigate the recent increase seen in commodity costs such as copper and plastics, Alam said, “ We look at the market situation, and sometimes we have to do price calibrations. It is not a kind of one-time exercise. Whether we are going to increase the price before festival season,we don’t know currently because it’s all very dynamic.”
Within the refrigerator category, the French door (four-door) and side-by-side segments are witnessing strong growth, particularly in capacities of 450 litres and above, said Alam. In washing machines, consumers are increasingly upgrading to higher-capacity models of 10-14 kg across both front-load and top-load categories.
Published on September 16, 2026
