After a six-year hiatus, American homecare brand Bissell has re-entered the Indian market, teaming up with Cavitak Global Commerce to distribute its vacuum cleaners through major e-commerce platforms like Amazon. Bissell aims to leverage India’s potential for future growth, prioritizing product quality and innovation rather than competing on price.
Bissell, based in Michigan, USA, is renowned for its homecare solutions and is optimistic about India’s long-term potential. Max Bissell, President of Global Markets, shared the company’s strategic view, saying, “India may currently be a smaller market for floor care, but its growing population and economic expansion make it a critical investment for the future.”
In this renewed entry, Bissell will initially focus on selling portable wet and dry vacuum systems like the ‘SpotClean Hydrosteam’ and ‘SpotClean Proheat’ on e-commerce platforms. “This is an investment in the next generation, allowing us to grow roots in a market that will blossom over time,” Max Bissell added. He also mentioned that while the company will begin with online sales, offline expansion may follow as volumes increase.
Bissell intends to concentrate on floor care in the initial phase but may later explore adjacent categories. The brand is taking a long-term approach to establish itself, emphasizing quality over aggressive pricing. “We are not aiming to be the cheapest option; our focus is on providing excellent value while maintaining global pricing consistency,” said Bissell.
The company’s earlier venture into India in 2018 was in partnership with Eureka Forbes but was pulled back after the pilot phase. Reflecting on that experience, Bissell acknowledged the feedback they received, which convinced them to re-enter the market with a more thoughtful strategy. “The market required a stronger storytelling approach for our innovative products,” he said.
Bissell is set to launch cordless stick vacuums for daily use and deep-cleaning purposes soon, alongside its existing range. With rapid urbanization in India, the vacuum cleaner market is expected to grow significantly, projected to reach USD 193.30 million by 2024, with a 9.31% annual growth rate over the next five years.
As Bissell strengthens its presence in India, it will join established competitors like Eureka Forbes, Dyson, and LG, in catering to the rising demand for modern homecare solutions in the country. Founded in 1876 by Melville Bissell, the company is now a leading manufacturer of floor care products in North America and is expanding its footprint in Asia, with India as a key focus.