Bosch Indonesia Enters Smart Kitchen Appliance Segment with 'Beres Bosch' Campaign

A Grand View Research report projects that Indonesia’s household appliance market will grow 6.5% per year until 2030, driven by increasing adoption of connected home devices in urban areas. However, Head of Marketing for Bosch Home Indonesia, Theressa Victoria, explained that smart kitchen devices are still often perceived as complicated, expensive, or only relevant for professional users. In reality, cooking activities such as regulating temperature, ensuring even cooking, and preparing ingredients are often the most time-consuming and laborious parts of kitchen work. “The value of kitchen appliances is not solely determined by the initial price, but also by quality, durability, and ease of daily use,” Theressa stated. She added that consumers need to carefully assess not just new features, but innovations that can save time, reduce hassle, and provide long-term comfort. Theressa noted that this perspective points to a common daily insight: ideal kitchen technology should not add complexity, but rather help simplify the cooking process. Country Head of Corporate Communications and Government Relations at Bosch Indonesia, Fenny Sofyan, added that this approach aligns with the ‘Beres Bosch’ campaign, which interprets technology as part of a broader solution in everyday life. Bosch’s technological innovations, including in the home appliances segment, embrace consumer voices to make them more confident, comfortable, and to create peace of mind. “Bosch’s technological innovations are present in Indonesia from the home, on the roads in vehicles, to playing a role in industry. Amid increasingly dynamic public activity, technological intervention is not only sophisticated but also capable of helping simplify various daily tasks,” said Fenny. “This spirit is the foundation of the #BeresBosch campaign, which is about delivering solutions that help make various household matters more settled, especially in the kitchen.” This context was also visible during the Bosch Culinary Masters 2026 event held by Bosch Home Appliances this year. The activity placed kitchen devices in a context of real use, with participants from various backgrounds, ranging from home users to professionals, using the same devices throughout the competition.