Siemens Home Appliances has opened its first exclusive brand store in Surat, marking another step in its effort to grow the premium appliance business beyond India's largest metropolitan markets.
Launched in partnership with Cheryl Enterprises Private Limited, the 1,880 sq ft outlet is located at Surana Supremus on Udhana Magdalla Road in Vesu. It will showcase Siemens' built-in and freestanding appliances across cooking, refrigeration, dish care, laundry and coffee preparation.
More than a retail expansion exercise, the opening reflects how Siemens is repositioning its premium appliance business around integrated kitchens, connected products and greater involvement in the home-design process.
Siemens Is Building Its Premium Appliance Business Around Integrated Kitchens
Demand in the premium segment is moving away from isolated appliance purchases towards complete kitchen ecosystems. Homeowners are increasingly selecting ovens, hobs, refrigerators, dishwashers and coffee machines as part of the initial planning process rather than adding them after the kitchen is complete.
That shift is also changing Siemens' retail approach. Built-in appliances require more consultation, installation planning and coordination with cabinetry than conventional freestanding products. A dedicated store allows the brand to demonstrate complete kitchen configurations instead of presenting each appliance as a standalone purchase.
Architects, interior designers and modular kitchen specialists are becoming more influential as well. Product dimensions, finishes, connectivity and installation requirements are now being finalised earlier in the design cycle, giving Siemens a stronger reason to engage with professionals involved in premium residential projects.
Cooking Is Emerging as the Core Value Category
Cooking was Siemens' largest value category in 2025, contributing 45% of its revenue in the market. Ovens alone accounted for nearly 29% of overall sales.
Front-load washing machines continue to drive category volumes, but the revenue mix suggests that premium kitchen appliances are becoming more central to the company's growth strategy. Buyers investing in new luxury homes are planning built-in kitchens from the outset, while existing homeowners are replacing standalone appliances during renovation-led upgrades.
Surat has emerged as the third-highest revenue-generating market for Siemens' built-in appliance category in Gujarat. The company links this growth to wealth creation across the diamond, textile and trading sectors, alongside increasing investment in premium residential development.
The Store Is Designed as a Consultation-Led Experience
Customers visiting the Surat outlet will be able to view Siemens appliances within coordinated kitchen environments. The format is intended to show how multiple products can work together within a single layout instead of treating every appliance as an individual purchase.
Products on display include camera-equipped iQ700 ovens that use intelligent functions to monitor cooking and improve consistency. Siemens will also showcase connected coffee machines capable of preparing personalised beverages and more than 30 international coffee specialities.
Home Connect-enabled dishwashers and other compatible appliances form part of the lineup. Depending on the product, Home Connect allows users to monitor appliances remotely, adjust settings and access supported programmes through the accompanying platform.
Consultants at the store will work with homeowners, architects and designers to plan appliance combinations around kitchen layouts, available space and everyday usage requirements.
Premium Appliance Growth Is Moving Beyond the Metros
Built-in appliances were earlier concentrated largely in metropolitan markets, where modular kitchens and high-end residential developments gained traction sooner. Cities such as Surat and Ahmedabad are now contributing more meaningfully as affluent consumers invest in larger homes, renovations and design-led interiors.
Gujarat has become Siemens' strongest premium market in India, making deeper retail expansion in the state strategically important. Surat's growing contribution also explains why the company is looking beyond conventional multi-brand counters.
Exclusive stores give Siemens greater control over product presentation, design consultation and the installation journey. They also provide a better environment for demonstrating connected appliances, which are harder to sell through specification-led displays alone.
The Surat opening therefore signals a broader shift in how Siemens wants to grow in India. Its premium appliance strategy is moving towards consultation-led retail, integrated kitchens and earlier participation in the home-design process rather than relying only on individual product sales.
