AI is the name of the game for durables majors

DURABLE MAJORS ARE counting on a surge in demand for artificial intelligence or AI-enabled products to increase their sales, coming at a time when consumers are seeking more intelligent and efficient home appliances.

- VIVEAT SUSAN PINTO

Korean major Samsung India, for instance, is aiming for over two-thirds of its appliance sales to come from AI-powered products by the end of calendar year 2025 from 50% now, a top official said.

Rivals such as LG, Godrej, and Haier derive about 35-40% of their appliance sales from AI-based products, with a plan to garner about 60-70% of their revenue from this portfolio in the next one year, executives from these companies said.

The trend is also gaining traction as companies seek to democratize their AI portfolios by offering AI-enabled features in home appliances at affordable price points. For instance, Samsung offers an AI-based windfree air conditioner under its Bespoke range starting from ₹36,000 a unit, while the AI double-door refrigerator is available from ₹44,000 onwards, Ghufran Alam, vice-president, digital appliances business, Samsung India, said.