Hisense eyes larger India play with appliances foray, AC push amid Panasonic exit

Hisense

Chinese consumer electronics giant Hisense is ramping up India ambitions with a multi-category push, launching washing machines this month and kitchen appliances next year, as it sharpens focus on offline expansion and local manufacturing of air conditioners.

The push comes as Japanese competitor Panasonic is exiting refrigerator and washing machine businesses in India, having struggled to gain market share.

“We plan to launch our washing machine within this month. It is a foray into a new category we are in. Until now, we have only been selling TVs and air conditioners,” Hisense India CEO Pankaj Rana said.

Washing machines, microwaves and more

The company plan to start with two top-load washing machine models. It is looking to launch small domestic kitchen appliances, including microwaves, next year, Rana said.

The company, which is expanding its offline retail channel to support sales of TVs and air conditioners, will also utilise the same network for washing machines and kitchen appliances.
“Kitchen appliances, we will launch next year,” he said, adding that Hisense is also evaluating refrigerators but hasn’t locked in a plan yet.

“Globally we are very strong in the refrigerator business but it is a very capital-intensive business and it requires a huge investment in factory setup. So, at this moment, we have not finalised the plan,” Rana added.

While Panasonic is exiting the refrigerator and washing machine segments, over 10 companies, including OnePlus, Realme and Intex, have exited the TV market.

Asked if there is enough market headroom in India even as other players exit, Rana said, “There is always an opportunity in the market because if we see India, the consumption of India is growing with the middle-income group rising. We view this as an opportunity to grow.”

Beyond TV

Rana said that Hisense’s global supply chain strength and manufacturing scale enable it to remain cost-competitive, a crucial advantage in a price-sensitive market like India. “India is a price-sensitive but large market and we have the strength and efficiency to create space for ourselves,” he said.

Hisense’s TVs are contract-manufactured by Dixon and Bhagwati in South India but the company is exploring in-house manufacturing.

More than 80 percent of Hisense’s India revenue comes from TVs, with the rest from air conditioners. “Next year, we aim for a 60:40 ratio between TVs and ACs, assuming favourable conditions. Additionally, we anticipate that around 10 percent of our revenue in 2026 onwards will come from laundry and kitchen appliances combined,” Rana said.

He added that the company is targeting 40 percent growth in its TV business over the previous year, driven by large-screen sales and a growing offline presence.

“Our global positioning is strong in 100-inch+ TVs—we want to replicate that leadership in India,” he said.

Hisense is partnering with large-format retailers (LFRs) and smaller distributors for offline expansion.

“Our expansion started in the East, then moved to the South —dominated by LFRs — where we’re partnering with 4–5 major chains in H2. West and North India are distribution-focused markets, and we’re actively building teams and branches there,” Rana said.

Between Hisense and Toshiba brands, the company sells over 50 models in India and follows a “different model, different channel (DMDC)” strategy.

“Premiumisation and the adoption of large screens are central to our strategy. We are seeing promising traction in both brands,” Rana said.

Hisense is also investing Rs 250 crore in the first phase of a new facility for ACs and washing machines in Andhra Pradesh’s Sri City in partnership with Epack Durables.

“The factory should be operational by November or December. Next year, our full lineup of in-house developed ACs will be manufactured there, including global models tailored for the Indian market,” Rana said.

The AC factory would initially cater only to the Indian market. Once it stabilizes, the firm may explore export opportunities. “Phase one of the factory has a capacity of 0.5 million units, expandable to 1 million,” Rana said.

In 2024, Hisense announced it would acquire a 15–26 percent stake in Epack’s special purpose vehicle, Epack Manufacturing Technologies, which will operate the factory. Rana declined to comment on the deal.

Hisense is also expanding its India headquarters in Noida and hiring across critical functions, including marketing, GTM, service infrastructure, HR, and finance, to support its long-term, multi-category ambitions.