Black + Decker forays into Indian home appliances market, unveils washing machines & ACs

Popular American brand Black + Decker known for power tools and home appliances has unveiled its large appliances in India. The premium brand is making an entry into the Indian market with a licensing partnership with the Bengaluru-based Indkal Technologies. The company has launched washing machines and air conditioners for the Indian consumers.

Talking about the association, Amit Datta, Commercial Director Licensing, Stanley Black & Decker, said that the brand is committed to meeting consumer needs by enhancing the brand portfolio and making home tasks easier to accomplish. “As a global leader in home products, we continue to prioritise our customers by expanding availability in the region,” he said.

This is the first time that Black + Decker is foraying into the Indian household appliances market which amounts to around $80.95 billion in 2023 according to Statista.com. On Tuesday, Black + Decker unveiled two front-load washing machines, a top-load washing machine, and three air conditioner models.

The products from Black + Decker will be available on Amazon, Flipkart, and other in-store channels from June 3.

Demand for high-quality appliances

“Large appliances business is growing and the penetration for washing machines and air conditioning, the two products we launched, is growing rapidly. There was a single-digit penetration for both products a few years ago, but now it is growing at a break-neck pace. This growth also comes with heightened demand for high-quality products. This is where brands like Black + Decker come into play, as it has consistently worked towards innovations that meet the changing needs of consumers,” said Anand Dubey, CEO, Indkal Technologies.

Dubey emphasised that the brand stands for craftsmanship that comes with an element of personalisation for consumers. When asked about the unique selling points of Black + Decker products, Dubey said that they are made with the aesthetic sensibilities of consumers in mind. “Very few products look as good as Black + Decker in your home. There are tangible value additions in the products which considerably improve their performance. Most importantly, the ease of use makes them unparalleled in the market,” he added.

Focus on design and performance

The Black + Decker washing machine range features a 6 g and 8 kg front load model and a 7.5 kg top load model. The front-load models come with a BLDC motor and advanced Tub on a Hex-Net crystal design and a triple velocity jet system. Besides, the machines also feature fabric-specific smart wash programs, built-in heaters, and hygienic drum cleaning.

Meanwhile, the air conditioners from Black + Decker come in 1.5-ton and 2.0-ton variants. The 1.5-ton model comes in two options. The new air-conditioners sport a minimalistic design and come with features such as Infinity Impeller, CAD Sensor, Quad-Convertible, and R32 Eco-Friendly Refrigerant.