Chinese home-appliance maker Hisense is entering India's washing machine market, a stronghold for Samsung Electronics and LG Electronics. Hisense has so far focused its Indian operations on TVs and air conditioners, but the launch marks a move to expand into the broader home-appliance market.
Over the next three months, Hisense plans to roll out more than 42 washing machine models, including semi-automatic, top-load, and front-load models. Semi-automatic and top-load units will be sourced from local manufacturer Dixon Technologies, while front-load washing machines will be produced in partnership with Indian company EPACK.
The move is part of Hisense's “Make in India” and “Make with India” strategy, which involves working with local companies across the supply chain, from components to final assembly.
By building a local manufacturing system rather than importing finished products, Hisense aims to align with India's domestic-manufacturing policies, reduce tariff costs, and improve price competitiveness. The rapid launch of more than 42 models is also seen as an effort to target multiple consumer segments and price points at once.
Hisense is targeting sales of 300,000 washing machines in India this year. Initial monthly production capacity will stand at around 15,000 units, with plans to gradually expand it to 25,000 units per month. The phased ramp-up will allow the company to gauge early market demand and adjust output accordingly.
The company plans to invest USD 10 million in washing machine production infrastructure. It will also allocate up to 15% of its initial sales revenue to marketing, signaling an aggressive push to build brand recognition in the new category.
Hisense is also strengthening its distribution network. The company currently operates more than 70 direct sales outlets in India, spanning distributors, regional retailers, large-format stores, and modern retail channels. It plans to add three to four major channel partners each month to accelerate its offline market expansion and speed up initial market entry.
Washing machines are considered essential household appliances in India, giving the market substantial scale and long-term growth potential. According to Mordor Intelligence, India's washing machine market was valued at around USD 4 billion, or approximately KRW 5.4 trillion, in 2025. The market is projected to grow at a compound annual growth rate (CAGR) of about 7% and reach USD 5.8 billion by 2030. Whirlpool, Samsung Electronics, and LG Electronics currently make up the top tier of the market.
The expansion by Hisense and other Chinese appliance makers could become a new variable for Samsung and LG, which have positioned India as a key growth engine in the Global South.
“South Korean companies have maintained a clear edge in India's home-appliance market, but aggressive pricing and localization by Chinese competitors could reshape the market,” an industry source said. “Korean companies will need defensive strategies, such as expanding their premium product portfolios and local production, to counter China's price and volume offensive.”
