The Haier case study: Winning through design, space efficiency, and smart technology

Haier's India story is a classic example of quiet but steady market penetration through product innovation. While bigger players chased scale, Haier built a niche leadership in bottom-mounted refrigerators, premium cooling, and space-efficient washing solutions. Over two decades, it has established itself as one of India's most consistent challengers in the appliances market — with ambitions to scale further into Tier 2-3 towns and smart IoT homes.