Versuni Strengthens Indian Manufacturing with Chennai and Ahmedabad Expansions
Global home appliance giant Versuni, which markets products under the Philips and Preethi brands in India, has significantly enhanced its manufacturing operations in the country. The company has inaugurated a new motor production facility in Chennai and simultaneously ramped up capacity at its appliance plant in Ahmedabad to cater to increasing domestic demand.
Chennai Facility: Deepening Localisation with Air Fryer Motors
The Chennai plant, spanning approximately 12,000 square meters, has introduced a dedicated production line for air fryer motors. This new line boasts an initial annual capacity of 750,000 units, aimed at bolstering localisation efforts and fostering a robust component ecosystem within India. Gulbahar Taurani, Managing Director and CEO of Versuni India, emphasized the strategic importance of this move. "Our focus on localisation goes beyond mere compliance; it is about enhancing quality, improving efficiency, increasing flexibility, and reducing reliance on imports," Taurani stated.
Versuni has made substantial strides in localising its Indian portfolio in recent years, achieving a rate of about 94% to 95%, a marked improvement from earlier periods of high import dependency. The Chennai facility already manufactures universal motors for mixer grinders and produces kitchen appliances such as mixer grinders and gas stoves. With the addition of the air fryer motor line, the plant will now supply critical components for the company's rapidly expanding air fryer range. This expansion is expected to generate around 100 new full-time jobs.
Ahmedabad Plant: Scaling Air Fryer Production to Meet Demand
While the Chennai unit focuses on components and kitchen appliances, Versuni's Ahmedabad plant specializes in producing finished goods, including air fryers, garment steamers, and air purifiers. The company is aggressively expanding air fryer capacity at this western India location. Manufacturing capacity, which began at approximately 300,000 to 400,000 units annually when the plant commenced operations in January 2024, has already surged to about one million units. Plans are underway to further increase this to two million units annually.
Taurani highlighted the evolving market dynamics, noting that entry-level air fryer models now start at around Rs 5,000, a significant drop from Rs 14,000 to Rs 15,000 just a few years ago. Despite this affordability, air fryers currently have a household penetration of only 3% to 4% in India, indicating substantial growth potential. In contrast, mixer grinders remain among the most widely used kitchen appliances nationwide.
Future Product Strategy and Innovation
Versuni, which operates under the Philips and Preethi brands, launches 20 to 25 new products each year, maintaining a portfolio of fewer than 500 items. Taurani assured that future product launches will continue to be tailored specifically for Indian consumers. The company is preparing to introduce a new "Made-in-India, for-India" product soon, underscoring its commitment to the local market. This approach aligns with Versuni's broader strategy to leverage its expanded manufacturing capabilities for sustained growth and innovation in India's competitive appliance sector.
