The small home appliances segment, which includes Water Purifiers, Vacuum Cleaners, Juicer Mixer & Grinders, Microwave and others, is witnessing increased adoption among the Indian households particularly post COVID-19 pandemic. This demand is driven by a host of factors including a hectic urban lifestyle, rise in the number of nuclear families and technological enhancements which help customers accomplish daily tasks in less time. This trend is expected to further gain acceptance during the upcoming festive season and Flipkart’s Big Billion Days event.
According to insights from Flipkart, the demand for small home appliances has increased by 25% in the January to July period this year as compared to the same period last year, indicating strong customer intent to own appliances which makes their lives easier. Among other factors, this has also been enabled by the Flipkart’s product exchange construct which enables customers to replace their old product for new and has witnessed 82% growth in the adoption of the construct from January-July this year over the same period last year. While metros such as Bangalore and Chennai account for more than 50% of overall product exchange, tier 3 cities and beyond including Ernakulam, Thrissur, Trivandrum are registering 4x growth, outpacing their metro counterparts.
To cater to this growing demand, an increasing number of brands and sellers are also entering this segment with over 27 new entities making available their products on Flipkart in 2022 over last year, witnessing an 81% increase. This is enabling consumers to access appliances with new and enhanced features such as robotic vacuum cleaners, touch mixer grinders etc and includes new and emerging brands such as Mi, Havells, Preeti, and Butterfly.
Bengaluru, September 20, 2022
