Miele eyes 22% growth, doubles India dealer network as premiumisation picks up

As part of its expansion roadmap, Miele will strengthen its retail presence, distribution and after-sales service network. | Photo Credit: Arrangement German premium home appliance maker Miele is targeting annual growth of up to 22% in India over the next five years, building on the 20% growth it has recorded since 2020, as rising consumer preference for premium products opens up new opportunities.The company plans to expand its sales and distribution footprint from 14 to 30 cities and double its dealer network to more than 200, driven by growing demand for premium appliances beyond metropolitan markets, Sunil Punia, Country Manager, Miele India, said.“Our India strategy comes amid a significant shift in Indian consumer preferences post-Covid, with growing demand for premium products and a greater emphasis on quality over price,” Mr. Punia said.In its 17 years in India, Miele has witnessed a marked acceleration in premiumisation, particularly since the pandemic.“Since 2021, demand for premium home products has strengthened, with consumers increasingly prioritising quality. This shift presents an encouraging opportunity for brands that do not compromise on quality,” he said.As part of its expansion roadmap, Miele will strengthen its retail presence, distribution and after-sales service network. Its products are sold through premium furniture and kitchen retailers as well as exclusive showrooms. The company recently opened an exclusive showroom in Gurugram showcasing its kitchen appliances, laundry solutions and specialised home appliances.Miele estimates that India’s premium appliance market could grow into a ₹2,500-crore category over the next five years. The company continues to import built-in appliances and integrated kitchen solutions for the Indian market. Published - October 30, 2026 06:26 pm IST