AI-enabled white goods with smart features gain traction

In a growing shift in consumer purchase patterns, consumer durable makers are witnessing a rising demand for AI-enabled products, with smart features, across categories. Consumers are increasingly opting for consumer durable products that have integrated voice-assisted features such as Google AI assistant or Amazon’s Alexa in regional languages and other AI abilities to function efficiently. 

“Premiumisation is a clear trend across appliance categories, and brands offer AI-tech features in air conditioners, refrigerators and washing machines as value adds to customers. Half of our portfolio has AI-led features – with ACs dominating it, followed by fully automatic washing machines and frost-free refrigerators,” said Kamal Nandi, Business Head and EVP at Appliances Business of Godrej Enterprises Group, to businessline. 

Manufacturers of consumer durables state that AI technology is being used in white goods to enhance efficiency and optimise machine performance. 

“We have experienced strong growth in the Smart TVs category, where AI-powered voice assistance, user-interest-based content recommendation and personalisation have become a standard feature. Conventional household appliances are also experiencing an increasing demand for AI features in the form of auto-sensing, load sensing, and adaptability,” said Pawan Kumar, CEO of Elista. 

AI-enabled televisions —

Television makers are seeing an uptick in demand for their QLED televisions equipped with AI. The trend has continued from the festive season in 2024. 

“With an AI chipset, we can control motion pictures according to the brightness of the room. AI is assisting in voice interaction, picture, sound engines and smart home connectivity. AI chipsets are used for all new QLED televisions and nearly 25 per cent of sales have shifted towards QLED,” said Avneet Singh Marwah, CEO of Super Plastronics Pvt. Ltd (SPPL), an exclusive brand licensee of Thomson in India. 

“Consumers are paying extra for AI TVs, as features like smart home compatibility and intelligent performance justify the cost. We offer webOS Hub-powered televisions that are equipped with LG’s ThinQ AI technology, contributing significantly to our AI-equipped product sales,” said Arjun Bajaj, Director, Videotex. 

Financing —-

Though smart features with AI capabilities come at a higher price tag, easier financing and EMI options are helping in the shift in consumer purchases.

“Pricing strategies such as attractive cashback schemes and flexible financing options are worked out segment-wise to appeal to the value-conscious Indian consumers,” added Kamal Nandi. 

Published on May 18, 2025