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

According to a report by Grand View Research, the Indonesian household appliance market is projected to grow by 6.5 per cent annually until 2030, driven by the increasing adoption of connected home devices in urban areas.

However, Theressa Victoria, Head of Marketing at Bosch Home Indonesia, explained that smart kitchen appliances 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 labour-intensive parts of kitchen work.

“The value of kitchen appliances is determined not only by the initial price but also by quality, durability, and ease of daily use,” Theressa stated in a release on Sunday, 21 June 2026. She added that consumers need to be discerning, looking beyond mere new features to innovations that can save time, reduce hassle, and provide long-term comfort.

Theressa noted that this perspective leads to a core principle of daily use: kitchen technology should ideally not add complexity, but rather help to simplify the cooking process.

Fenny Sofyan, Country Head of Corporate Communications and Government Relations at Bosch Indonesia, added that this approach aligns with the “Beres, Bosch” campaign, which frames technology as part of a broader solution for everyday life. Bosch’s technological innovations, including the home appliances segment, incorporate consumer feedback to foster confidence, comfort, and, ultimately, peace of mind.

“Bosch’s technological innovations are present in Indonesia, from homes and roads (vehicles) to playing a role in industry. Amidst increasingly dynamic societal activities, technological intervention is not only sophisticated but also capable of helping to simplify various daily tasks,” said Fenny.

“This spirit is the foundation of the #BeresBosch campaign, which is to provide solutions that help various household matters become more settled, especially in the kitchen,” she added.

This context is also evident in the Bosch Culinary Masters 2026, organised by Bosch Home Appliances this year. The event places kitchen appliances in a real-world usage context, featuring participants from various backgrounds, ranging from home users to professionals, all using the same appliances throughout the competition.