US homecare brand Bissell returns to India after gap of 6 years
Bissell has entered into a partnership with Cavitak Global Commerce, for distribution in India and will focus on introducing its portable wet and dry vacuum cleaning systems such as 'SpotClean Hydrosteam' and 'SpotClean Proheat', which are already available on the e-commerce platform Amazon.
Bissell, a Michigan US-based homecare solutions provider, has re-entered India with its range of vacuum cleaners after six years, expecting the country to be a "very important market in the future". Though India is a relatively small market for floor care globally, looking at its demography and growing economy, it is an investment for the future, Bissell President, Global Markets, Max Bissell, told PTI.
"Our belief is that India will be a very important market in the future. If we just look at the population and the opportunity ahead of us, this is an investment for the future," he said.
Bissell has entered into a partnership with Cavitak Global Commerce, for distribution in India and will focus on introducing its portable wet and dry vacuum cleaning systems such as 'SpotClean Hydrosteam' and 'SpotClean Proheat', which are already available on the e-commerce platform Amazon.
"This is an investment for the next generation where we can enter the market knowing that it's not going to be enormous, but it will really plant seeds that will grow into trees for the future," Bissell added.
Initially, the company will focus on sales through online channel partners such as Amazon and Flipkart and later consider expanding offline after volume picks up.
Bissell will focus on floor care but in later stages may look to adjacent segments, he said.
"So the idea would be to enter the market through e-commerce and then break into offline after that," he said.
On volume expectations, Bissell said his expectation is this will be a slower ramp-in it from a from a brand perspective.
"We will continue to incubate in for a period of time knowing that as the market grows, we will be there to help capture the growth," he added.
Earlier, Bissell had a pilot project with Eureka Forbes in 2018. However, after that, it had pulled back from India.
"We had partnered with Eureka Forbes, which had a very unique model of selling their product door-to-door. We thought the products we were bringing to the market that were very innovative required a little bit more storytelling," he said, adding, "We got some really good feedback. We know there's an opportunity for us and so we are re-entering the market."
Asked about its late entry into the Indian market, Bissell said, "It is. It might seem like it is late, but I think for us it's thoughtful." Bissell also said the company will focus on quality and not be a part of a price war.
"We do not want to be the cheapest in the market, but we want to be a brand that offers really good value for the consumer," Bissell said, adding, "our goal is to keep pricing as consistent on a global basis as possible".
With a strong presence in the US, Europe, China, Australia, and parts of Africa, the company is now expanding its footprint in Asia with India being a focus market.
Initially, the company will focus on introducing its portable wet & dry vacuum cleaning systems and will also introduce cordless stick vacuums for everyday use and deep maintenance cleaning in the coming months.
According to Statista, the India Vacuum Cleaners' Market is projected to reach USD 193.30 million (Rs 1,625 crore) in 2024 and is anticipated to experience an annual growth rate of 9.31 per cent in the next five years.
Players such as Eureka Forbes, Dyson, Philps, Bosch, LG, Samsung, and Panasonic operate in the segment that is witnessing an uptick in demand with rapid urbanisation in the country.
Founded in 1876 by Melville Bissell, the company is a leading manufacturer of floor care products in North America.
Get Latest Business News, Stock Market Updates and Videos; Check your tax outgo through Income Tax Calculator and save money through our Personal Finance coverage. Check Business Breaking News Live on Zee Business Twitter and Facebook. Subscribe on YouTube.
RECOMMENDED STORIES
Highest Senior Citizen FD Rates: Check what banks like SBI, BoB, Canara Bank, HDFC Bank, ICICI Bank are providing on 1-yr, 3-yr, 5yr term deposits
SBI 1777-day FD vs HDFC Bank 55-month FD: What will be maturity amounts for general and senior citizens on Rs 6 lakh and Rs 12 lakh investments?
SBI Guaranteed Return Scheme: Know what State Bank of India is offering to senior citizens and others on 1-yr, 3-yr and 5-yr fixed deposits
Know Your Gratuity: Rs 41,000 as last-drawn basic salary and 6 years and 8 months of service; what will be gratuity?
Power of Compounding: How many years will it take to reach Rs 3 crore corpus if your monthly SIP is Rs 4,000, Rs 5,000, or Rs 6,000
Stocks to Buy for 15 Days: Axis Direct picks 5 stocks for up to 32% gains; check targets and other details
Sukanya Samriddhi Yojana vs PPF: Rs 1 lakh/year investment for 15 years; which can create larger corpus on maturity?
15x15x15 Formula: How your Rs 15,000 SIP investment may help you build over Rs 1 crore corpus; see calculations
12:57 PM IST