Hetal | Product & UX Enthusiast | Portfolio & Resume

Design a strategy to make Dishwashers an essential in Indian households just like washing machines & other home appliances.

Indian Dishwasher Markets by

Distribution Channel in 2022

Online

Hypermarket/Supermarket

Multi Brand Stores

Exclusive Stores

Others

Major Players

Current Landscape of Dishwashers in Indian Homes

USD 55.98B

Market Size in 2023

USD 114.76B

Market Size in 2032

CAGR of 10.8%

2023 to 2029

Consumer Insights & Perceptions

Rise in disposable income and better lifestyles are influencing consumer choices towards more advanced and convenient home appliances.
Traditional hand washing is perceived as cheaper while dishwashers are often seen as luxury items.
Rise of modular kitchens and urbanization especially in nuclear families is driving demand. However, there's still a lack of awareness & myths in society regarding Dishwashers .

Target Personas

Demographics:

Psychographics:

Lives in small apartment with his wife and kid, budget conscious

Needs an affordable dishwasher, saving on electricity & water consumption both

Pain Point: Balancing need for convenience under budget

Age: 28

Married

School Teacher

Tier 2 town

The Budget-Conscious

Demographics:

The Health-Conscious

Psychographics:

Large household, health-conscious & prefers hygienic solutions for her family

Needs an appliance to ensures hygiene & cleanliness, with high capacity for large family usage.

Pain Point: Concerns about the effectiveness of dishwashers in cleaning traditionally cooked Indian meals with lots of spices & oil

Age: 40+

Married

Home Maker

Tier 2 Town

Demographics:

Psychographics:

Lives in a compact city apartment, enjoys modern conveniences

Needs a small, efficient dishwasher that fits in a limited kitchen space without sacrificing performance.

Pain Point: Limited kitchen space & finding appliances that are both compact and effective.

Age: 32

Married

Graphic Designer

Tier 1 city

The Space-Conscious

Market shows potential for growth with the rising interest in smart appliances & desire for connected devices and energy efficiency.

Product Strategy: Catering to Indian Needs

Can accommodate various sizes of kadhais & pressure cookers

Function well with hard water, which is common in many regions of India.

Optimized for frequent power fluctuations & varying water pressure

High temp. steam cleaning to remove bacteria & germs effectively

Food Disposer minimizing pre-rinsing & eliminates food particles

Self-Cleaning Filter that keeps dishwasher clean & hygienic

Dishwasher Feature Highlights

Missing need for Awareness

Buying

Experience

Discounts, EMIs & bundle offers

In-store or online sites

Decision

Decision making is made based on the research & considerations.

The customer selects a model that best fits their requirements & budget

After Sales

Customer

service

Ease to use

Delivery & Installation

Need to Build brand on post purchase experience

Loyalty program offering benefits on future services

Big Bundle offers on Dishwasher Liquid Soap on buying in certain time period

Offer Dishwashers in variety of pricing & sizes to cater to different preferences.

Create Awareness by educating people for the need for dishwashers

Influenced people by Above the Line Marketing like advertisements that highlighting Indian culture & social norms and leave long lasting impact.

Customer Journey for buying a Dishwasher

Research

Consideration

Decision

Purchase

Include visuals to educate people with facts & numbers on savings

Dishwasher

Water

Electricity

Time

Manual Wash

10-15 liters for one wash cycle

1 cycle = Approx kWh or 1 unit

2 cycles per day = 2 units

60 cycles per month (30*2) = 60 units

Cost per unit = Rs 6.19/-

Cost of 60 units (6.19*60) = Rs 318/-*

Too much muscle power to clean bad stains

Bad posture due to continuous bending for washing dishes in sink

High chances of getting your clothes wet

30-40 minutes of your productive time

20 minutes of your productive time

30-50 liters for same no. of dishes

Partner with Indian chefs & influencers to demonstrate the dishwasher's effectiveness with Indian utensils & cooking styles.

A series of videos on social media in story telling format presenting each Myth and debunking the same with facts & visual demonstration

Key messages to be integrated

Dishwashers save more water than manual washing
They are energy-efficient and can handle tough Indian cooking stains
Hygienic wash with high-temperature settings & steam clean

Myths that should be addressed

Myth 1: Dishwasher are expensive

Myth 2: Dishwasher are time consuming

Myth 3: Dishwasher are not suitable for Indian cooking

Myth 4: Pre-rinsing is required for Dishwasher

Myth 5: Excessive water & electricity consumption

Myth 6: Glassware & crockery are prone to damage

Myth 7: Dishwasher can’t handle large vessels & cookware

#TrueDishwashing

Myth vs. Reality:

Unveiling the Truth about Dishwashers

Part 1

Positioning Strategy: Educating Customers

Theme: Myth vs. Reality: Unveiling the Truth about Dishwashers

Haath ki chutti, Dishwasher ki duty

Dabangg

DISHWASHER

Team work in kitchen

CHAK

Bartan Dhona?

Dishwasher hai na!

Bartan Dhona? Dishwasher hai na!

Main hoon na

Duration: 1 min

Title: "Main Hoon Na - Dishwashing Edition"

Opening Scene: Shahrukh Khan and Sushmita Sen characters in the movie “Main Hoon Na”, depicted as a married couple in their kitchen, arguing over who should wash the dishes. The debate escalates with playful banter, mimicking a scene of their chemistry in "Main Hoon Na."

Marketing Strategy: TV Commercial

Create a series of commercials that ties with Bollywood references on how the future of those characters look. This creates a relatable, engaging & memorable advertisement.

Plot Twist: Their child enters the scene, witnessing the argument.

Climax: Child smiles and says “Bartan Dhona? Dishwasher Hai na!”

Shahrukh and Sushmita look at each other realize the simplicity of the solution and smile. They load the dishwasher together as a happy family.

Tagline appears on screen as the family shares a joyful moment around the dishwasher.

More examples that can be showcased

The calculation are done based on logical assumptions and by publicly available data.

We have assumed numbers on the lower side only.

Break even is achieved roughly at the middle of Quarter 4 of Year 2.