‘We want to become the number-one brand in the robotic vacuum cleaner category in India’

Can robotic cleaning truly find its place in Indian homes, where manual cleaning still dominates? As urban lifestyles change and the demand for convenience-driven, tech-enabled solutions grows, the robotic vacuum cleaner category is slowly emerging from its niche. Dreame Technology, a global smart home brand, sees India as a key growth market and is tailoring its strategy to local needs. In a recent conversation, Manu Sharma, Managing Director - India, Dreame Technology, discusses the brand’s first celebrity partnership with Kriti Sanon, its product and communication roadmap for India, the challenges of building trust in a nascent category, and how AI-driven innovation is shaping the future of home cleaning.

Dreame’s collaboration with Kriti Sanon marks its first celebrity partnership in India. What strategic objectives does this association aim to achieve?

Our partnership with Kriti Sanon is a strategic initiative designed to generate strong consumer resonance, foster trust, and enhance brand awareness in India. She will play a significant role in positioning Dreame as a lifestyle-focused, technology-powered brand. We are confident that her extensive appeal, tech-savvy persona, and modern sensibilities will help Dreame drive deeper consumer engagement across key digital and offline channels. She embodies the values of the modern Indian - ambitious, confident, and seamlessly blending style with substance, which aligns perfectly with Dreame’s brand ethos. This association enables us to introduce our category-defining products through an influential voice that resonates with both metro and lower-tier city audiences.

What makes India a key focus market for Dreame, and how are you tailoring your roadmap, from product development to communication, to suit Indian consumer behaviour and lifestyle?

India is one of Dreame’s most promising growth markets globally. With vacuum cleaner penetration still below 1%, there’s tremendous headroom for category expansion. Rising urbanisation, nuclear families, and the growing preference for smarter living solutions among young professionals and working couples make India a priority market. We have an ambitious goal to become the number-one brand in the robotic vacuum cleaner category in India by the end of this year. With eight product launches planned in 2025, our diversified portfolio caters to a range of lifestyles and price points.

Our strategy is to localise product innovation, go-to-market planning, and communication. For instance, our Dreame L10 Prime offers full-stack mopping with a self-cleaning and auto-drying mop at an entry-level price point - uniquely suited to Indian homes. From a communication standpoint, we’re focused on sharp digital targeting, as the category is still nascent. Our media mix prioritises digital, social, and e-commerce platforms to connect with tech-forward consumers.

Robotic vacuum cleaners are still an emerging category in India. What are some of the key consumer barriers you're looking to overcome, and how do you plan to build trust and familiarity with the product?

The key barriers include low awareness, perceived complexity, and doubts about effectiveness, particularly in the Indian context of heavy dust and high foot traffic. To address this, we’re focused on education, enhancing user experience, and leveraging trusted endorsements. We’re investing in demo-based formats and experiences to show our products in action. Kriti Sanon’s endorsement helps demystify the technology while enhancing its aspirational appeal.

We also back this with a robust after-sales support system. Our service network currently spans 165 cities and will expand to 200 cities in 2025. Additionally, we offer a toll-free support number operational seven days a week, ensuring a worry-free post-purchase experience.

How is Dreame integrating AI and smart tech to solve real pain points for Indian households, especially in urban setups where space and time are often limited?

AI is central to our innovation strategy, and we focus on three main AI applications. First is Object Recognition: Our robot vacuums can detect nearly 200 objects - including cables, shoes, and pets, with 99% accuracy. Using SLAM technology, they navigate around obstacles and people. Users can easily customise zones and schedules through the app. Secondly, with Stain Recognition, our robots identify stain types and apply tailored cleaning, spraying and mopping for wine, high-absorbent pads for wet waste, and increased suction for large debris like pet food. Third, with Intelligent Adjustments based on mess type, the robot modifies its cleaning approach using insights from over four million data points and 35 3sxalgorithm iterations.

We also offer features like voice assistant compatibility and regional language support. Our Smart Pet Avoidance system even captures pet moments as shareable GIFs - blending practicality with delight. For us, AI isn’t about complexity; it’s about delivering simplicity, safety, and smarter living.

The robotic cleaning category is seeing increasing interest from young, tech-forward audiences. What are the key insights you've observed about this demographic, and how are you engaging them?

Young, digitally native consumers prioritise convenience, efficiency, and smart home integration. We've witnessed significant traction, especially in South India, which contributes 45% to the industry's sales. This is spurred by rising incomes, high digital penetration, and the increasing difficulty in getting domestic help. Our engagement strategies mirror this. Instagram Reels, YouTube tech reviews, influencer-driven storytelling, and editorial content all foster awareness and trust. Our core audience spans ages 30-50, including pet owners, singles, and working couples. As features like automatic mapping and app-based control become more intuitive, we’re lowering adoption barriers and making robotic cleaning mainstream.

What distribution and service strategies are you prioritising to scale rapidly in India, especially across both metro and Tier 1/2 cities?

In late 2023, we embarked on our e-commerce journey to achieve pan-India availability. Currently, we are in the process of establishing an omnichannel presence. This involves partnering with retail chains and ultimately launching exclusive Dreame experience stores where customers can have a hands-on experience.

Service is a key area of focus for us. Our after-sales network currently spans 165 cities and is set to expand to 200 cities in 2025. We provide both in-home services and pick-up/drop-off services. Our helpline guarantees timely assistance across different regions. All of our grooming products are accompanied by a two-year warranty. As we grow, our top priority is to create a well-balanced online-offline ecosystem, which is supported by robust post-purchase care. This is crucial for growth in India's diverse and highly demanding market.