Bosch und Siemens Hausgerate looking for creative partners in India

By Biprorshee Das , afaqs!, Mumbai | In Advertising | July 21, 2010
The German home appliances company has invited agencies to make credential presentations; plans for an India launch early next year

Home appliances company Bosch und Siemens Hausgeräte (BSH) is scouting for a creative partner in India. While company spokespersons were not available for comment, the account size is being pegged at around Rs 10 crore. The business will be handled out of Mumbai.

& #BANNER1 & #Around 10 agencies, including Percept, Saatchi & Saatchi and Draftfcb Ulka, have made credential presentations, a source close to the development says. After the credential presentations, select agencies will be invited for the subsequent rounds of pitch presentations.

BSH is the largest manufacturer of home appliances in Germany and Western Europe, and one of the leading companies in the sector worldwide.

BSH, which has had a small presence in India through distributors, is looking at an independent launch early next year. The product portfolio will primarily consist of kitchen appliances, says the source. It is targeting at being a Rs 1,000-crore company by 2013.

BSH stemmed from a joint venture in 1967, between Robert Bosch GmbH (Stuttgart) and Siemens AG (Munich). It currently operates 41 factories in 13 countries in Europe, the USA, Latin America and Asia.

Bosch and Siemens are the main brands of BSH. While Bosch is a strong player in refrigerators and dishwashers, as well as in standalone appliances; Siemens specialises in the areas of 'cooking' and 'laundry', and in integrated appliances.

Besides these two brands, the company globally also owns special brands such as Gaggenau, Neff, Thermador, Constructa, Viva and Ufesa; and regional brands for specific markets, such as Balay in Spain and Profilo in Turkey.