India, April 20 -- As India's premium appliance market evolves, BSH Home Appliances India, the company behind Bosch, Siemens and Gaggenau, is sharpening its focus on localisation, consumer education, and category creation. In a conversation with Hindustan Times, Saif Khan, CEO and MD, BSH Home Appliances India, spoke about the company's regional efforts, addressing misconceptions around its popular categories, and why India-specific innovation is central to the company's strategy.

To widen reach, BSH has been investing in regional marketing strategies. "Apart from social media influencers, we are doing it regionally in regional languages so that every consumer gets to understand our portfolio and what benefits it brings," Khan explained....