India’s 1st flexible refrigerator by BSH Home Appliances: Bosch Max Flex

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BSH Home Appliances Group, one of the world’s leading home appliances companies announced the launch of its new range of refrigerators – Bosch Max Flex. Developed to suit the requirements of Indian households, this new range of indigenous refrigerators will address a key requirement of storage flexibility. In line with BSH’s ‘Make in India’ commitment, this refrigerator range is manufactured at the company-owned manufacturing plant in Chennai. 

Speaking about the company’s consumer-centric approach and launch of new products, Dr. Carla Kriwet, CEO of BSH Home Appliances Group, says:

“India is an important market for us. I am delighted that we achieved record-breaking results in this growing region. We are deeply invested in building a powerful business in India. India-first products like the Bosch Max Flex showcases our commitment to the country. Consumer centricity is key, so our teams here have built a solid product pipeline, which is sure to enable market share growth across categories. We will continue to focus on product innovation, smart home ecosystems, and greater manufacturing abilities.”

Globally, BSH’s strongest turnover driver in 2021 fiscal year was the Cooling (refrigeration) category with 20.2% growth. In India, turnover for Cooling grew by 55%.

The Bosch Max Flex freezer is India’s 1st flexible refrigerator which comes with a unique third door compartment that can be used as a fridge or freezer depending on the requirement of the user. In tropical countries, the seasonal change tend to alter refrigerator requirements and Bosch Max Flex addresses it well.  

Commenting on the product innovation, Neeraj Bahl, MD & CEO, BSH Home Appliances (India & SAARC) said, “Bosch Max Flex is extremely close to our hearts at BSH as we conceptualized and manufactured the range in India. While keeping our ears on the ground we realized that beyond the requirements of energy efficiency & freshness, consumers were seeking flexibility from their refrigerators to keep up with their seasonally evolving food requirements. This insight led us to create a one-of-a-kind, Made-in-India product that is all set to revolutionize the concept of ‘space’ in refrigerators. The initial market response for this range has been overwhelming and we are confident of a strong consumer demand for this product, this summer.” 

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