Samsung India targets to achieve 70% of its home appliance sales from AI-based products by 2025, Saurabh Baishakhia, Senior Director of Digital Appliances at Samsung India, told FE. He was speaking on the sidelines of the launch event for the company’s new range of AI-powered washing machines.
The launch event was marked by the introduction of 10 new large-sized, front-load washing machines, including a new 12 Kg model, that aim to simplify laundry tasks for Indian consumers.
The newly launched models come equipped with advanced AI features such as AI Wash, AI Energy Mode, AI Control, and AI eco bubble, all aimed at enhancing user convenience and efficiency. The AI Wash function, for example, uses five different sensors to detect fabric type, fabric weight, soil level, water quality, and optimal detergent and fabric softener usage. These sensors allow the washing machine to tailor its wash cycles precisely to the specific needs of the load, ensuring optimal cleaning performance.
“It (washing machine) might tell you, why don’t you wash your clothes at this time when the energy bills are the lowest. So, it will prompt you to wash your clothes in that time. So if you execute the AI energy mode in your machine… You can save up to 70% more on your electricity bills,” Baishakhia said.
The AI Energy Mode is another standout feature, which links the washing machine with Samsung’s SmartThings app, providing real-time monitoring and suggestions for energy-efficient washing times. Furthermore, the AI Control feature learns user habits over time, adapting washing cycles to align with individual preferences, making laundry care more personalised and efficient.
Baishakhia also emphasised Samsung’s strategic focus on the front-loading washing machine segment, which they currently represents about 20% of the company’s home appliance market share in India.
“The washing machine category is a category where still we are not number one. We enjoy around 20% share… and we are looking at upping our game in this segment,” he said.
The company’s choice to focus on larger capacity models, such as the new 12 Kg washing machine, aligns with consumer trends indicating a preference for washing machines that can handle larger loads. “By the end of this festival season, more than 50% of consumers will be buying washing machines 9kg and above,” Baishakhia said.
He further said that the company plans to achieve nearly 100% of its front-loading washing machine sales from bespoke AI models by 2025. “We want it to be the most meaningful product for daily needs… and we would want to be at the top of the ladder, probably in a few quarters from now,” he added.
Samsung’s new washing machines will be manufactured at the company’s factory in Chennai, further strengthening its “Make in India” initiative.