Known for its home appliances and televisions, Philips has set its sights on the air fryer segment. Philips told CNBC-TV18 that it pioneered the air fryer category in India nearly 12 years ago and has effectively influenced perceptions of healthy eating, leveraging its first-mover advantage to establish a strong foothold in the market.

As Pooja Baid, Chief Marketing Officer, Versuni India Home Solutions Ltd, stated, “….we’ve always focused on being at the forefront of innovation in the kitchen appliances segment.” This commitment to innovation has allowed Philips to offer a diverse range of air fryers, priced between ₹5,000 and ₹40,000, ensuring accessibility for all.

Philips recently inaugurated a dedicated manufacturing line at its new factory in Ahmedabad, producing air fryers for the Indian market. Baid emphasised the importance of this expansion, noting, “To meet the growing demand, we have recently inaugurated a dedicated manufacturing line focused specifically on producing Air Fryers for the Indian market.” This initiative reflects the brand’s commitment to making everyday living healthier and more convenient.

One of the standout products in Philips’ lineup is the newly launched Dual Basket Air Fryer, designed for larger families and those who enjoy cooking multiple dishes simultaneously. With two asymmetrical baskets and a combined capacity of 9 litres, this innovative appliance offers synchronised cooking, ensuring that different dishes are ready at the same time. Baid highlighted the technology behind this product: “Our RapidAir Plus Technology, paired with the patented starfish design, guarantees perfectly cooked food every time.”
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The air fryer category in India has seen remarkable growth, expanding by approximately 30-35% in the past year alone. This surge in popularity is primarily attributed to a shift towards healthier lifestyles among consumers. Bedi noted, “We believe this trend will pave the way for even more advanced, consumer-centric offerings in the near future,” underscoring the brand’s commitment to innovation.

Philips’ dedication to sustainability and health is evident in its product development. The brand is aligning its offerings with key trends shaping the domestic appliance industry, including the rise of smart connected devices, eco-friendly materials, and a focus on health and wellness. Baid stated, “We are strategically aligning our product offerings with the latest trends,” showcasing the brand’s proactive approach to consumer needs.

Recognising India as a priority growth market, Philips is implementing strategies to strengthen its presence and market share. With a legacy of over 130 years through both Philips and Preethi, the company aims to localise production significantly. The new Ahmedabad factory is expected to produce up to 1.5 million air fryers annually, reinforcing the “Make in India” initiative and catering to the increasing demand for healthier cooking options.

In addition to manufacturing, Philips is committed to enhancing consumer engagement through a robust after-sales service network. Badi emphasised the importance of this initiative: “Our after-sales service is designed to offer continuous support and engagement,” ensuring that customers enjoy a seamless experience with their products long after purchase.

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