Josephine Cochrane, inventor of the first successful hand-powered dishwasher in 1883, once said “If no one else invents the dishwasher, I’ll do it myself.” Although dishwashers are still a relatively new concept in India, both manual and machine-enabled dishwashing is common in households. Traditionally, domestic help would take care of the task in middle-class Indian homes, but the pandemic has led to many households taking care of the chore themselves. Consequently, there has been a significant increase in demand for dishwashers in India, with the market size reaching 1.5-1.6 lakh units per annum during COVID. However, in 2022, the category witnessed a 10% “de-growth”. Despite this, the global dishwasher market is projected to reach $7.2 billion by 2025, with a CAGR of over 5% from 2020-25. The dishwasher market in India was valued at around $31 million in 2021 and is projected to reach $56 million by 2026, growing at a CAGR of 9.25%. There are several major brands that sell dishwashers in India, including IFB, Voltas Beko, LG, Whirlpool, Godrej Appliances, and Bosch and Siemens. As the interest in dishwashers grew during the pandemic, these brands began investing in advertising, such as Voltas Beko’s ‘Smart Hygiene’ DVC that highlights the ‘hygiene wash’ feature that uses water at 70 degree Celsius to remove bacteria and other germs. Although the dishwasher industry in India has not yet reached its full potential, the industry experts predict growth over the long-term as the category becomes more familiar to consumers. However, the lack of awareness of the benefits of using a dishwasher, as well as the upfront cost, remain significant barriers to entry for many consumers.
