Unlocking Convenience: The Indian Smart Home Revolution

The report "From Stone Age to Smart Age: Transforming Your Home Into A Smart Home" discusses the concept of smart living, where technology automates and enhances daily life through smart home devices. It highlights how smart home technology has evolved from basic functionality to sophisticated connectivity, allowing for automation and remote control of various household devices. The growing adoption of smart home technology in India is driven by increased affordability, technological advancements, and rising internet penetration. There is significant growth potential for India's smart home revolution. Join us as we delve into the ways smart home devices are reshaping the way we live. With India eagerly embracing this change, the future is looking exceptionally promising. With devices designed to make life simpler, it’s time to move into a home that’s just as smart as you are!

1. Bangalore. Delhi. Mumbai. Dubai. Singapore. New York
Solve. New
© 2024 Redseer Strategy Consultants confidential and proprietary information
Unlocking Convenience:
The Indian Smart Home
Revolution
July 2024
Market Report

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3. Smart market in India is large and growing
Smart security, lighting & control and appliances are seeing the most traction
New age smart home device players are disrupting the status-quo
Appendix

4. 4
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Evolution of smart home devices in India
Home devices have transitioned from ‘Conventionality’ to ‘Connectivity’, becoming
‘smarter’ with time
Source(s): Loxone Inc, Redseer analysis
Level 0 Smart Home 1.0
Future of
smart homeSmart Home 2.0
Conventionality
Conventional electrical devices
use basic technology, utilizing
high energy and money
Control
Devices are connected to work
together with complicated
layers of control and sensors
Connectivity
Abundance of devices which
connect to the internet and can
be operated via phone/voice
Comfort
Futuristic smart devices will
have the capability to
communicate and work
together on their own using AI
Current stage
•Traditional lighting
•Basic air conditioners
•Disconnected devices
•Control systems
•Remotes
•Labelled switches
•Connected lights
•Smart security
•Smart speakers
•An app for every device
•Wellness driven lighting
•Energy saving control
•Integrated experience
for the customer

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A growing range of practical uses are being discovered for smart devices in the
home
Source(s): Redseer approach
Smart Home Device categories
Security
Camera Video doorbell
Large Appliances
Refrigerator Washing MachineAC Dishwasher Oven
Small Environmental Appliances
Air purifier Water purifierHeaterAir cooler Air fryer BlenderChimney
Food
ProcessorHumidifier
Other Small Appliances
Entertainment
TV Speaker Streaming device
Lighting & Control
Bulbs/Lights
Switches
Plugs
Fans
Vacuum CleanerThermostat
Door lock
NON-EXHAUSTIVE

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Penetration rate of connected home devices
% of households, CY23E
India has significant room for growth when compared to other economies
Tech enhancements, data affordability and strong regulatory inclinations are key growth drivers
Source(s): Wisevoter, The Hindu, India Smart City Mission, Business Wire, Redseer Analysis,
50-55%
45-50%
30-35%
15-20%
<10%
~90%
~96%
~90%
~55%
Internet Penetration
(%, CY23)
Note(s) : (1) Internet penetration includes both broadband and mobile users;
Remarks
TECHNOLOGICAL ENHANCEMENTS
The evolution in internet technology to 5G
FWA, is expected to drive internet
penetration to tier 2+ cities, where smart
devices will find use cases for the first
time
1
HIGHER AFFORDABILITY OF DATA
India shines as the global leader in
affordable telecommunications, boasting
the world's lowest tariffs. Despite
doubling since 2017, Indian mobile data
costs just $2 per month on average.
2
STRONG REGULATORY INCLINATION
The Indian Government has already
committed over INR 1 lakh Cr. to building
100 smart cities (~70% completed) in the
coming years, solving for security &
sustainability using smart devices
3
~70%

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Penetration of connected home devices – entertainment vs non entertainment categories (overall)
% of households, CY23E
While home entertainment has penetrated well in India, other smart home
categories are expected to take off now
USA Japan Korea
70-75%
45-50%
45-50%
25-30%
10-15%
60-65%
10-15%
5-10%
5-10%
<10%
30-35%
20-25%
15-20%
5-10%
<10%
Note(s) : (1) Home entertainment includes smart TV’s, speakers, home AI assistants, streaming devices etc. (2) Smart security includes smart cameras, digital locks, video
doorbells, safes, home alarm systems, sensors etc.; (3) Smart lighting includes smart bulbs, lights etc,; (4) Control & connectivity includes switches, plugs etc.(5) Large appliances
include refrigerator, washing machine etc,
Source(s): Google State of Smart Devices Asia Pacific, Census.gov, Asia Nikkei, Redseer analysis
35-40%
<5%
<5%
<5%
8-10%
India
While smart home
entertainment has
already grown
significantly in India
, other smart home
categories are still
being discovered
Home
entertainment
Control &
connectivity
Smart Lighting
Smart Security
Large
Appliances

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The next wave of growth is expected from other non-entertainment smart home
categories
Source(s): Redseer approach
Smart Home Device categories
Security
Camera Video doorbell
Large Appliances
Refrigerator Washing MachineAC Dishwasher Oven
Small Environmental Appliances
Air purifier Water purifierHeaterAir cooler Air fryer BlenderChimney
Food
Processor
Humidifier
Entertainment
TV Speaker Streaming device
Bulbs/Lights
Switches
Plugs
Fans
Vacuum CleanerThermostat
Door lock
NON-EXHAUSTIVE
Lighting & Control
Other Small Appliances

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Home device market segmentation
A few large, up-and-coming markets have been sized
Source(s): Redseer approach
Key Segments
Security
Locks Cameras Doorbells
✓Main door locks
✓Glass door locks / Rim
locks
Furniture locks
Shutter locks
Traditional locks
✓Wi-Fi enabled cameras
(Outdoor, cam360, bullet)
Digital video recorder
Network video recorder
Hybrid video recorder
✓Video door phone
✓Video doorbell
✓Wireless doorbell
Electrical
Lighting & Control
Switches & Plugs Lights & Bulbs Fans
✓Modular switches
✓Multiplugs
✓Extension ports
✓Traditional wall plugs
✓Non-modular switches
✓Interior lights (LED +
Halogen)
✓Exterior lights
✓Ceiling fans
Pedestal fans
Exhaust fans
Small Appliances ✓Thermostats
✓Air purifiers
✓Air cooler/heater
✓Humidifier /
dehumidifier
✓Water purifier
✓Vacuum cleaner
✓Chimney
✓Blender
✓Air fryer
✓Mixer
✓Food processor
✓Included in analysis
Excluded from analysis
Product TypesProduct categories
NON-EXHAUSTIVE
Small Environmental Appliances Other Small Appliances
Note(s): (1) Came 360 is a pan, tilt, zoom camera with capabilities for customized viewing

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Overall Market (₹) – select categories
INR Cr. CY23
Overall, these categories are a market worth ~INR 90k Cr. as of CY23
Source(s): Redseer analysis, Expert discussions
Security Lighting & Control Small Appliances Overall Market
10,000 -11,000
85,000-90,000
52,000-57,000
23,000-25,000
Overall categories are substantially large with immense potential for disruption by new age players
Note(s): (1) Security includes security cameras, video doorbell, and door locks (2) Lighting & control includes lights/bulbs, fans, switches and plugs (3) Small appliances includes
household appliances such as air purifier, air cooler, water purifier, thermostat etc.

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Home Market (₹) – select categories
INR ‘000 Cr., CY23-28P
We expect, these categories to grow steadily & expand ~1.5 times by CY28
Source(s): Redseer analysis, Expert discussions
Note(s): (1) For CY17 & 20, estimates are at moderate confidence (2) Security includes security cameras, video doorbell, and door locks (3) Lighting & control includes
lights/bulbs, fans, switches and plugs (4) Small appliances includes household appliances such as air purifier, air cooler, water purifier, thermostat etc.
57%
CY25P
14%
32%
54%
CY28P
9%
29%
35-50
50-65
85-90
100-110
130-140
62%
CY17E
10%
30%
60%
CY20E
11%
31%
58%
CY23
12%
31%
10-12%
Security
Small Appliances
Lighting & Control
Growth Drivers
10-11%
12-13%
16-17%
CAGR %
(CY23-28P) IMPROVING LUXURY REAL ESTATE MIX
Luxury/premium property share has been
growing sharply over the last few years
resulting in a higher spending on modern
appliances, lighting systems and security
1
RISING DISPOSABLE INCOMES
India’s disposable income is projected to
grow at CAGR of 14% over the next 5
years, making the aspirational middle
class richer
2
RAPID URBANIZATION
Urbanization is propelling home market
growth, driven by a rising demand for
innovative and efficient smart
technologies to enhance modern living
spaces.
3

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The smart market in these categories is currently at an inflexion primarily because
of growing customer interest and rising affordability
Smart Penetration
%, CY18-28E
Note(s): (1) Penetration levels across select categories only
Source(s): Desk research, Survey conducted in Dec’23-Jan’24
Pre-Covid Scenario COVID-19 The ‘New Normal’
1-2%
CY18
2-3%
CY19
3-4%
CY20
4-5%
CY21
5-8%
CY22
8-10%
CY23
12-15%
CY25E
25-28%
CY28E
Current
penetration
Aggressive market
owing to growing
customer interest,
rising affordability &
substantial product
improvements
MODERATE CONFIDENCE
1. ADDED CONVENIENCE
Smart home devices, simplify life through seamless
automation, and are likely to gain popularity as they
redefine convenience in users' daily routines
2. NARROWING PRICE DIFFERENTIALS
Production efficiencies have made smart devices
even more affordable for the masses aligning
perfectly with their growing disposable incomes
3. RISNG HOME IMPROVEMENT SPENDS
Discretionary consumer spending on home
improvement has risen 6% in just the last year,
indicating a higher potential wallet share for smart
devices to tap into
ADDITIONAL GROWTH DRIVERS
1. ADDED CONVENIENCE
Smart home devices, simplify life through seamless
automation, and are likely to gain popularity as they
redefine convenience in users' daily routines
2. NARROWING PRICE DIFFERENTIALS
Production efficiencies have made smart devices
even more affordable for the masses aligning
perfectly with their growing disposable incomes
3. RISNG HOME IMPROVEMENT SPENDS
Discretionary consumer spending on home
improvement has risen 6% in just the last year,
indicating a higher potential wallet share for smart
devices to tap into

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# Households segmented by income
Mn, %, CY 2017, 2022 & 2027P
The evolving macros such as the consistent rise in affluent households in India…
Affluent
USD 25,000+
(INR 2000k+)
Total Households
~300 Mn
2017
Annual household
income
Total Households
~363 Mn
2027P
8%
4%
10%
-3%
CAGR
2022-27P
Low income
< USD 3500
(INR < 280k)
Well Off
USD 14,200-25,000
(INR 1136k - 2000k)
Aspirational
USD 3,500-14,200
(INR 280k – 1136k)
Total Households
~324 Mn
2022
140 Mn
(~46%)
135 Mn
(~44%)
23 Mn
(~8%)
4 Mn
(~1.7%)
120 Mn
(~37%)
165 Mn
(~51%)
32 Mn
(~10%)
8 Mn
(~2%)
105 Mn
(~29%)
199 Mn
(~55%)
46 Mn
(~13%)
13 Mn
(~4%)
Source(s): Redseer IP

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Select Evidence
Volume of residential units sold/ self-constructed – split by ticket size
In Mn; FY 19 & 23
..who are fast purchasing premium to high end residences where smart home
devices are likely to see the highest penetration
22%
48%
36%
3%
CAGR
(2019-23)
2%
2%
8%
90%
FY19
3%
7%
19%
73%
FY23
3.7 Mn
5.2 Mn
+9%
Premium (> INR 1.5 Cr)
High end (INR 0.8-1.5 Cr)
Mid end (INR 0.4-0.8 Cr)
Affordable (< INR 0.4 Cr)
Source(s): Redseer Analysis, Redseer IP, Moneycontrol. Business Line, Economic Times
Note(s): (1) Volume of residential unit sold refers to sale of units such as flats, villas, etc. while self-construction indicates to residential units constructed by individuals/owners
and not builders
Upcoming units being constructed
with smart locks, cameras etc,

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Urban lifestyle is creating fresh needs for better and smarter products
What if there’s a
delivery at home
when I am not
present?
Did I forget to turn
off the lights before
leaving ?
Did I keep the keys
to the door ?
Is the home safe
from intruders?
Knock at door late at
night? Whose could
it be?
Should I give a
duplicate key to my
house help?
Source(s): Client inputs

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The needs of modern city living are driving a strong consumer desire for smart
home products
Potential smart home device ownership in the future (N=800)
Q: Would you be willing to use a smart device in the future?
Note(s): (1) Current smart device users include users of smart security, lighting & control & small appliances (2) Assumed that current users will continue to use smart devices
(3) Survey conducted across key metro cities with respondents having annual household incomes of INR 8-15 Lakhs.(4) For sampling details refer appendix
Source(s): Desk research, Survey conducted in Dec’23-Jan’24
Reasons for adoption
EVOLVING CUSTOMER NEEDS
The changing social dynamics, such as the
rise of nuclear families, less time for daily
chores, and a modern lifestyle, are leading to
an increased need for more security, remote
monitoring, and automation support.
IMPROVING AFFORDABILITY
With rising disposable incomes and the prices
of smart home products converging with
traditional products while offering improved
performance, there is a shift in consumer
preference towards newer and smarter
products
INCREASING RELIABILITY
Technological advancements in IoT, AI, and
voice assistants are making smart products
more efficient and user-friendly, leading to
higher adoption in modern lifestyles.
1
2
3
~44%
~25%
~31%
~70% either use or
want to use smart
home devices in the
future
RISING ACCESSIBILITY & AWARENESS
High e-commerce penetration and aggressive
marketing and educational campaigns by
emerging players are making people more aware
of new-age products and their use cases
4
Current smart home device users
Potential smart home device users
Non-users

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User VerbatimsSmart home device adoption – most adopted categories (N=354)
Q. What type of smart home device(s) do you use?
Security, lighting & control are the main drivers of smart home device adoption
"My wife and I both work in Mumbai, and there’s no
one at our home during the day. Our maid usually
comes to our home in the evening to cook food before
we return. Smart lock allows us to share access to our
house only with the maid without providing a key."
– Working couple in Mumbai
"I stay in Bangalore and travel regularly for business
purposes. Smart cameras allow me to remotely check
who’s coming to my home while I am away."
-Resident in Bangalore
"A few months ago, our society replaced all the
monitoring cameras with new-age smart cameras.
Their person detection feature and intruder alerts have
been quite helpful in preventing robberies over the
past few weeks."
-Resident of a gated society in Delhi
"I live with my parents in Gurgaon. My mother has
asthma, and there's an increasing amount of pollution
every year in the city. We were buying an air purifier for
her from Amazon and realized that the new smart air
purifiers cost almost the same as traditional air
purifiers but offer a lot more features such as viewing
the air quality remotely when I am not at home."
-Resident in Gurgaon
Source(s):Client inputs, Survey conducted in Dec’23-Jan’24
Note(s): .(1) Percentages will not add upto 100% as users have multiple devices (2) For sampling details refer appendix
Bulk of
smart home
device
adoption
Smart security
Smart lighting
& control
Smart small
appliances
61%
54%
20%

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Smart penetration in select categories
%, CY17-28E
Smart consumer devices penetration is expected to grow to reach ~30% of the
overall market by 2028
Source(s): Redseer analysis, Desk research
CY17 CY20
CY28E
We expect smart penetration to grow every year to reach ~30% of the total market by CY28
₹85-90K Cr.
(market size)
₹100-110K Cr.
(market size)
₹130-140K Cr.
(market size)
1-2%
CY23 CY25E
3-4%
8-10%
12-15%
25-28%
₹50-65K Cr.
(market size)₹35-50K Cr.
(market size)
MODERATE CONFIDENCE
Smart market penetration has been accelerating over the years, with penetration rate doubling every 3-4 years

19. Smart market in India is large and growing
Smart security, lighting & control and appliances are seeing the most traction
New age smart home device players are disrupting the status-quo
Appendix

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Smart home is attracting players from both Indian & international segments, new
players are taking the lead
Smart home device operating players in India
Alphabetical
Source(s): Redseer analysis
International
Security
Indian
Lighting & Control Small Appliances

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Remarks
Smart home device players in India
Alphabetical
While traditional brands have made tentative move in these segments, a bunch of
new age brands have taken the leadership
Source(s): Redseer analysis
Note(s) (1) Companies such as Samsung, LG etc. have been ruled out owing to a limited footprint across smart categories in India
NON-EXHAUSTIVE
New-age brands
Proprietary technology
Legacy brands
Licensed technology
Licensed Tech
Technology or IP that is borrowed from a
different player under a license
agreement
1
Proprietary Tech
Technology or IP owned by a specific
company or organization
2
Legacy Players
Brands existing in the market for long and
recently entered the market for smart
products
3
New age Players
Brands exclusively focused on selling
smart home devices
4

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Growing disruptive play
New players are disrupting the market with a one-two punch: innovative
technology and a digital-first strategy
Superior software
•Limited software features existed in security cameras to address rising security concerns
•New-age players leveraged technologies such as motion detection, HD video recording, etc.
•Advanced features at an affordable rate created space for new-age players
Stage 1
Technology stack
•Legacy players are hindered by their dependence on licensed technology
•New-age players built their own technology stack to create market differentiation
•Prioritized creating products that integrated with the established smart home ecosystem
Ecosystem play
•Built an ecosystem of products that works in-sync with each other to expand IoT offerings
•Collaborated with technology providers to build cutting-edge technology for product
expansion
Customer excellence
•Introduced new use cases beyond surveillance to double down on in ‘home’ presence
•Focus on customer experience ensuring seamless onboarding and handholding
Source(s): Redseer analysis, Secondary Research
Marketing & channel disruption
•Leveraging digital channels to connect with a broader audience
•Tapping into online sales channel using tools such as reviews, ratings to evidence high
customer satisfaction

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Features of proprietary technology
Proprietary technology has been crucial to the success of large businesses
Ability to own and refine customer experience is possible only with proprietary technology
Licensed Tech Proprietary Tech
VS
Performance and Efficiency
Security and Privacy
Features and Differentiation
Data Ownership and Insights
Ability to co-design software & hardware with the capabilities
of creating custom protocols and algorithms
Having end-to-end encryption and being able to securely boot
and roll out firmware updates
Ability to collect data in order to provide predictive
maintenance and enhance the overall customer experience
Source(s): Redseer analysis
Ability to provide personalization, automation, and rapidly
develop and integrate cutting-edge features
Standard framework with diverse hardware compatibility with
limited room for customization
Encryption, firmware updates and other rollouts dependant
on underlying technology owner
Personalization and automation offered are limited and at the
behest of lessor capabilities
Data collection possibilities governed by technology owner

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Examples of smart home device led disruption in the USA & China
Disruption has happened in the smart devices space internationally
Source(s): Redseer analysis, Secondary Research
➢First to introduce smart thermostat
which linked to smartphones in 2010
➢Eventually added products such as
locks, cameras, speakers, to the
offerings
➢By 2021, about 23 Mn houses had at
least 1 Google Nest device
➢Currently, Nest is more than USD 3.2
Bn company
➢Launched in 2013, company grew to
become ~USD 170 Mn company in
2022
➢Within a year of launch, the company
did a sale of ~USD 3 Mn
➢By 2021, Ring had secured its position
as the top brand in the market,
contributing ~15% of all doorbell
sales
➢Introduced in 2014, Xiaomi entered
the market with a budget, feature rich
smartphone
➢Ventured into the smart home
category with smart TVs and stacked
new home use products almost
successive year
➢Listed in Hong Kong during 2018 and
achieved ~$5Bn turnover during FY22
from India alone
Displaced Displaced Displaced

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Nest, now a household brand in USA, started niche and swiftly scaled to other
smart home categories
Ecosystem stack Business Milestones
2011
2019
2018
2017
2016
2015
2014
2013
2019
2019
2018
2017
2015
2013
2011
Thermostat
Smoke detector
Smart
security camera
Smart door lock
Video doorbell
Wi-Fi hub
Smart display
Example - USA
2021
2020
Nest Labs founded and Launch of the Nest Learning
Thermostat
Introduction of Nest Protect, a smart smoke detector
Google acquires Nest Labs for $3.2 bn and Integration of Nest products
Launch of Nest Cam, a home security camera
Nest Outdoor Camera and further expansion
international availability
Nest merges with Google's hardware division, forming
Google Nest
Rebranding of Nest products to Google Nest & launch of
Nest Hello
Release of Nest Hub Max, a smart display
Launch of the Nest Audio smart speaker
Extension of Google Assistant to Nest products
Product Expansions and
Innovations
Integration &
Rebranding
Expansion into
New Product Lines
Nest Labs &
Introductory products
Source(s): Secondary research, Redseer analysis, Company websites
Ecosystem Reinforcement
1

26. 26
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Ring is another common smart home brand in the USA which disrupted the
traditional doorbell market
Ecosystem stack Business Milestones
2013
2020
2019
2018
2017
2016
2015
2014
2023
2021
2020
2019
2017
2016
2014
Ring Doorbell
Doorbell Pro
Video Doorbell 2
Peephole Cam
Doorbell 3
Battery Doorbell Plus
Example - USA
2023
2021
Ring releases its first product, the Ring doorbell, which
features a live video feed, two-way talk, and motion
detection alerts
Ring expands its product line with the Ring Doorbell Pro,
offering improved video quality and night vision.
Secures series B funding worth $60 million
Significant user base growth by prioritizing integration
with other smart home devices and platforms
Ring keeps innovating its product line with features like
person detection, package detection, and improved night
vision
Continued Growth &
Integration Focus
Business Expansion &
Growth
Ring Doorbell Founding &
Launch
Source(s): Secondary research, Redseer analysis, Company websites
Continued Innovation
2
Doorbell 2
nd
gen
Doorbell WiredPro 2 Doorbell 4
Secures Funding
Ring secures $27 million in Series A funding, indicating
investor confidence in the product and market potential.
Amazon acquires Ring for $1 Billion marking a significant milestone
Product Diversification
Launch of indoor and outdoor security cameras, further
solidifying its position as a comprehensive home
security solution provider

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Xiaomi doubled down on its incubation model to craft a superior smart home
technology interplay
Xiaomi has 100+ categories while Nest has only 5 using their incubation model
Example - China
Ecosystem stack
2021
2020
2019
2018
2016
2015
2014
Xiaomi Incubation model
Smart Phone
smart TV
Smart
air purifier
Smart
security camera
Smart LED desk
lamp
Smart robot
vacuum cleaner
Smart Speaker
2022
Smart air fryer
Xiaomi’s
support to
companies
in the
ecosystem
Supply
chain
Channel
and
platform
Quality
assurance
Product
definition
Industrial
design
Branding
Financing
Success stories emerging out of Xiaomi’s incubation model
Name: Roborock
Founding year: 2014
Product: Robot Vacuum
Revenue: $890 Mn
Name: XiaoYI
Founding year: 2014
Product: Smart camera
Revenue: $25 Mn
Name: AmazFit
Founding year: 2015
Product: Smartwatch
Revenue: $412 Mn
2015 $9.4 Bn
2016$9.6 Bn
2017 $16 Bn
2018$24.5 Bn
2019 $28.8 Bn
Annual revenue
Source(s): Secondary research, Redseer analysis, Company websites
2021 $46 Bn
2022$39.2 Bn
2023 $37.9 Bn
2020$34.4 Bn
3

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Examples of smart home device led disruption in India
Similar disruption is happening in India with brands like Atomberg, Qubo and
Urban Company leading the charge
Source(s): Redseer analysis, Secondary Research
➢First to launch IoT enabled fans in
India with industry first speed control
features
➢Scaled fast to reach ~INR 350 Cr. in
revenue in FY22, which was a 2.5x
growth over FY21 earnings
➢Cracked the omnichannel playbook by
providing after sales support, pricing
the product right and optimising
marketing costs
➢Launched in 2019, as India’s first
designed and made in India smart
home device brand
➢Qubo was a pioneer in the smart
home device segment with multiple
offerings
➢Currently, Qubo offers offers over 30
smart products, making it the largest
smart home and devices company in
the country
➢Introduced in 2014, mission to
organize the unorganized service
sector and provide consumers with
reliable, transparent, and hassle-free
service experiences
➢Ventured into smart devices with a
smart water purifier as part of NATIVE
service line that recently also
introduced smart door locks
➢Plans to capture ~10% of the water
purifier market by FY25
Disrupted Disrupted Disrupted

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Atomberg revolutionized the traditional fan market, by introducing IoT enabled
devices
•Key Features of Google NestWhat makes Atomberg stand out? What are differences in Atomberg’s ‘smart’ fan offerings?
What are the key Atomberg offerings and their differences?
Who are the other smart fan players?
What other feature enhancements are added to Atomberg smart fans?
Convenience of
remote
Super-efficient
BLDC motor
Upto 65% electricity
saving
Runs 3x longer on
inverter
Model name: Renesa Fans
Price: ₹3,699/-
Rating: 4.2 (42k reviews)
Boost mode: Yes
High operable distance: Yes
Night light : No
Model name: Airis Starlight Fans
Price: ₹7,449/-
Rating: 4.1 (234 reviews)
Boost mode: Yes
High operable distance (4.5 mt): Yes
Night light: Yes
➢In addition to industry first features, Atomberg fans also possess :
oHighest service value (air delivery/power consumed) in India
oSmart sensor-less algorithm for greater reliability
oNo heating of fan even after long hours of runtime, resulting in extra long life
oConsistent speed even at low voltages
oLED indicators for easy remote use
oSLEEP mode that reduces fan speed after a preset duration
oZero rust, aluminum body
Parameter Smart Traditional
Remote controlled speed and direction ✓ ✗
Timer features for turning fan on or off ✓ ✗
Temperature based speed adjustment ✓ ✗
Voice commands ✓ ✗
Superior features
Source(s): Secondary research, Amazon, Redseer analysis
Case Study

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Qubo’s VDB are a feature rich, budget friendly offering disrupting the traditional
door phone market
•Key Features of Google NestWhat makes Qubo stand out w.r.t. competition? What are differences in Qubo’s “smart” VDB offerings?
What are the various VDB models’ Qubo have to offer and their key differences?
Who are the other VDB players?
What feature enhancements are added to Qubo’s newest VDB model?
24 X 7 continuous
recording
Visitor log
Head to toe view
Timelapse Video
Model name: Wireless Video Doorbell
Price: ₹5,990/-
Rating: 4.4 (4.5k reviews)
2K resolution: No
Tab compatibility: No
Model name: Wireless Video Doorbell
Pro
Price: ₹7,990/-
2K resolution: Yes
Tab compatibility: Yes
➢A wide range of hardware upgrades are added to its pre-existing features such as:
oLAN Port & POE Port for better connectivity in large independent homes
o5Ghz Wi-Fi support for faster connectivity
oIP66 Protection for making it water resistant and suitable for outdoors
oBLE support to manage & control Qubo smart Locks
➢Significant software enhancements are scheduled to occur as outlined below:
oProprietary smart Qubo display connected with VDB
oWebRTC support for two-way call on Amazon Alexa Echo
Parameter Smart Traditional
Phone notifications ✓ ✗
Intruder alert ✓ ✗
AI Motion Detection ✓ ✗
Visitor log ✓ ✗
Superior features
Source(s): Secondary research, Redseer analysis
Case Study

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Similarly, Qubo has further doubled down on its innovation capabilities with a
smart air-purifier
Source(s): Secondary research, Redseer analysis
Key Features of Google Nest
What makes Qubo stand out w.r.t. competition?
What are differences in Qubo’s “smart” offerings?
What are the various air purifier models’ Qubo have to offer and their key differences?
Who are the other competitors in this space? How is Qubo expected to expand in the future?
4-layer filtration4 modes of operation
(Auto, sleep, manual &
QsensAI)
Model: Q500
Price: ₹8,990/-
Rating: 4.5
Coverage: 500 sq. ft
CADR: 350 m3/h
Model: Q400
Price: ₹6,990/-
Rating: 4.5
Coverage: 400 sq. ft
CADR: 300 m3/h
Model: Q200
Price: ₹5,790/-
Rating: 4.5
Coverage: 200 sq. ft
CADR: 150 m3/h
➢Expanding its smart home ecosystem to include a range of other environmental appliances such
as water purifiers, thermostats, and humidifiers
Price
Parameter Smart Traditional
Scheduler ✓ ✗
Remote monitoring ✓ ✗
Service reminder ✓ ✗
Voice control ✓ ✗
Child lock ✓ ✗
Affordable ecosystem play
Amazon bestseller
(Sold ~1.5k units within two
months of launch; 20% were
existing users of Qubo)
Case Study

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Urban Company has also taken its first step towards smart home appliances with
its smart water purifier
Source(s): Secondary research, Redseer analysis
Key Features of Google NestWhat makes UC stand out w.r.t. competition? What are differences in Urban Company’s “smart” offerings?
What are the various water purifier models' urban company have to offer and their key differences?
Who are the other competitors in this space? How is Urban Company expected to expand in the future?
2 Year Unconditional
Warranty with zero
maintenance cost
No service required
for 2 years
Free filter replacement
for 2 years
Free service
delivery
Model name: Native M2
Price: ₹17,499/-
Rating: 4.75 (3.3k reviews)
# of purification stages: 10
App enabled: Yes
Model name: Native M1
Price: ₹13,499/-
Rating: 4.85 (2.1k reviews)
# of purification stages: 9
App enabled: No
➢Expanding its smart home ecosystem under the brand name Native into additional categories like
door locks.
➢Upskilling 5 lakh service partners by 2030 across all the service categories, increasing the on-
ground team size
Parameter Smart Traditional
TDS monitoring ✓ ✗
Filter health monitoring ✓ ✗
Service alert ✓ ✗
Consumption tracker ✓ ✗
Strong on-ground support team
Case Study

33. Smart market in India is large and growing
Smart security, lighting & control and appliances are seeing the most traction
New age smart home device players are disrupting the status-quo
Appendix

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Smart Home Market (₹)
INR Cr., CY17-28P
‘Smart’ in just the selected categories, constitutes a market worth ~INR 8K Cr as
of CY23, expected to grow ~4x to ~INR 36k Cr. by 2028
Source(s): Redseer analysis, Consumer Sentiment Index, Expert discussions, Survey conducted in Dec’23-Jan’24
17%
CY28P
13%
2,500-3,000
7,800-8,000
34,000-36,000
51%
36%
CY17
14%
56%
30%
CY20
17%
58%
26%
CY23
24%
59%
1,000-1,500
30-35%
38-40%
Slight uptick in the market owing to
evolving customer needs for security,
rising awareness through COVID and
technological breakthroughs at the
device level
Smart Security
Smart Lighting & Control
Smart Small Appliances
Note(s) (1) Estimates for CY17 & CY20 are at moderate confidence

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Smart security market segmentation
Smart security comprises 3 product categories
Source(s): Redseer approach
Smart Security
Market Size
Smart camera
Smart door locks
Mortise locks Glass door locks Rim locks
Smart video
doorbells
✓ Included in analysis
 Excluded from analysis
Product Types
Product categories
NON-EXHAUSTIVE
✓
Video doorbell Video door phone Electrical
✓
 
✓ ✓
Note(s) (1) Video door phone and electrical doorbells have been excluded owing to limited application of smart products in these categories
Cam360 Bullet camera Outdoor camera
✓ ✓ ✓
OverviewHome Security

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These products integrate seamlessly with everyday life, and ensure added security
AI LED PERSON DETECTION
Helps users detect persons from
objects and record scenes with
immaculate detail
MOTION DETECTION
Triggers recordings and alerts only
when there's actual movement,
saving storage space and reducing
false alarms
CLOUD STORAGE
Users can choose when the camera
records and store directly to the
cloud, allowing unlimited storage
KEYLESS CONVENIENCE
Users can unlock doors with their
smartphone, fingerprint, or PIN code
for effortless entry, without the
hassle of keys
GUEST MANAGEMENT
Users can grant temporary access
to friends, family, or house help,
even when they are away
AUTOMATED LOCKING
Users can set their smart lock to
auto-lock after they leave, ensuring
their home is always secure
TWO WAY TALK & LIVE VIIEW
Users can see and speak to visitors
from anywhere using their
smartphone, deterring potential
intruders
SUPERVISION MAXIMISED
Users can get a call on their phone
if domestic help or someone else
are present outside at their doorstep
ZONE CUSTOMIZATION
Users can set specific zones for
motion detection to get notified only
when there's movement on within in
the designated areas
Smart cameras Smart Door Locks Smart Video Doorbells
Source(s): Desk research, Redseer approach
REMOTE MONITORING & ACCESS
With the mobile app, users can
monitor their homes from
anywhere, offering peace of mind
and remote control
REMOTELY ACCESSIBLE
Users can generate OTPs and
unlock doors remotely when they
are away, and manage access
REMOTELY ACCESSIBLE
Users can have on the go access to
their door front through the app and
check-in anytime they desire
OverviewHome Security

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Traditional vs Smart home securitySmart home security market
INR Cr, CY17-28P
Smart security is a market worth ~INR 1.3k Cr., projected to ~6x by CY28
Source(s): Redseer analysis, Expert discussions
Note(s): (1) Security includes connected security cameras, video doorbell/phone, and digital locks (2) Numbers in brackets represent smart penetration in select
categories
CY17 CY20 CY23 CY28P
180-250
350-500
1,300-1,700
8,300-8,700
~2x
~4x
~6x
Smart home devices Non-smart home devices
Can be accessed online
and controlled through a
smartphone or web
interface
No internet connection
and requires manual
operations
Can sync with other smart
home devices to automate
the entire setup
Standalone devise with
fixed functionalities
Real-time alerts and
notifications to the
connected smartphones
or devices
Require physical presence
to notice security
breaches
Track power
consumptions and display
efficiency metrics ,
minimizing energy waste
Can achieve energy
efficiency through design
features or mindful usage
by owners
Connectivity &
control
Integration &
automation
Alerts &
notification
Energy
efficiency
(12-15%) (40-45%)(8-10%)(5-7%)
MODERATE CONFIDENCE
% smart penetration
Home security took off
soon after COVID,
propelled by cameras that
noted ~45% Y-o-Y spike in
shipments in 2022
OverviewHome Security
(10-11k) (20-22k)(4-5k)(3.5-4k)
Overall market (INR Cr.)

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Source(s): Redseer analysis, Expert discussions
Growth Drivers – smart cameras
Non-Exhaustive
Smart Camera Market (₹)
INR Cr., CY17-28P
Smart security cameras are ~INR 1k Cr. market; expected to ~6x in the next 5
years
Note(s) (1) Smart cameras include Wi-Fi enabled cameras that can record, monitor and upload to the cloud
CY17 CY20 CY23 CY28P
150-200
350-400
1,000-1,300
6,000-6,200
~2x
~3x
~6x
GROWING NEED FOR SAFETY & CONTROL
Ranking among the top 10 for crime rates, India
presents a significant opportunity for advanced home
security solutions, offering features like access control
and surveillance.
AI ENHANCED MONITORING
AI-powered self-monitoring cameras take the load off
constant monitoring, sending alerts only when needed,
making it easier to keep an eye on kids, pets, and
elderly loved ones.
EASIER INSTALLATION & LAUNCH
With multiple help guides / DIY videos available online,
the installation of smart home security cameras has
become seamless and allows users to purchase and
deploy unlike ever before
CamerasHome Security
(12-14%) (40-42%)(3-5%) (8-10%)
% smart penetration
MODERATE CONFIDENCE
Smart camera penetration
was <5% in CY17, that
has now grown to over
~₹1,000 Cr.
(2-3k) (3.5-4k) (7-8k) (14-15k)
Overall market (INR Cr.)

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3.0 3.5 4.0 4.5 5.0
Source(s): Redseer analysis, Company Websites, IDC, Amazon reviews
Evolution of Smart Cameras
Cameras have seen rapid advancements and are currently the most affordable
smart security offering
Note(s) (1) Price competitiveness for entry level SKU in the category across players (2) Performance basis ratings and number of reviews of SKU
Smart Camera Landscape – Key Players
Static CCTV cameras
Required constant
monitoring and had no
recording features
VCR Analog cameras
Images were stored in
tapes that lasted for ~8
hours of recording
HD cameras
Showed digital output with
the use of coaxial cable
used in analog cameras
IP cameras
Used IP/ethernet wiring to
transmit video and audio
data over a network
Smart cameras
Wi-FI cameras directly
connected to the internet
and can be monitored
remotely
CamerasHome Security
Performance
(Amazon rating)
Price Competitiveness
Low (high pricing)
High (low pricing)

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"As a working woman, smart cameras have
significantly improved my life. Initially, I had regular
CCTV cameras, but since purchasing smart cameras, I
can now directly communicate with my children or
maid, even when I am in the office."
-Multiple device user, Hyderabad
Purchase behaviour– Smart Cameras (N=97)
# units purchased, avg. spends, decision factors, & NPS score
Word Cloud – Smart Cameras
On the customer front, benefits of convenience and enhanced security are
boosting smart camera adoption
Source(s): Desk research, Expert discussions, Survey conducted in Dec’23-Jan’24
“The smart cameras have enhanced the security and
safety for me and my family. I receive notifications for
human motion detection in front of my door. The video
quality is excellent, allowing me to check on what my
family or maids are doing at home."
- Single device user, Bangalore
63
NPS Score
Customers
On an avg. purchases 2
camera and spends ~INR
4-5k each
Remote monitoring
Better security &
safety
App upgradability
Prime decision factors
Basis product experience
Robust NPS attracts
new customers
Note(s) (1) NPS = % Promoters (rating 8,9,10) – % Detractors (rating 0-5) (2) NPS represented at the category level
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Source(s): Redseer analysis, Expert discussions
LocksHome Security
GROWING NEED FOR ENHANCED SECURITY
With theft, robbery, and assault being major concerns in
India, smart locks featuring advanced security like alarms
and tamper detection offer a welcome solution for
homeowners seeking to improve their security posture.
ADDED CONVENIENCE & NEED FOR CONTROL
Smart locks offer the ultimate convenience with keyless
entry via PIN codes or biometrics, eliminating the hassle of
lost or stolen keys and adding an extra layer of security
through identity verification.
AI-LED CONTEXTUAL ACCESS CONTROL
AI-powered smart locks analyze data like time of day and
user preferences to automatically adjust access
permissions. Grant temporary access to guests or restrict
entry during unusual situations, all with the power of AI
CY17 CY20 CY23 CY28P
30-40
90-100
300-350
2000-2200
~3x
~3.5x
~7x
(10-12%) (30-35%)
Smart locks are ~INR 300 Cr. market; likely to ~7x by 2028
Growth Drivers – Smart locks
Non-Exhaustive
Smart locks Market (₹)
INR Cr., CY17-28P
Note(s) (1) Smart locks include glass door locks, mortise locks & rim locks (2) Analysis basis HSN code that contains video doorphone components only
(5-8%)(1-5%)
% smart penetration
MODERATE CONFIDENCE
Offline counters were
extremely limited back in
2017, but today there are
~4000 offline digital lock
counters available
(~1k) (1-1.5k) (2.5-3k) (6-6.5k)
Overall market (INR Cr.)

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3.0 3.5 4.0 4.5 5.0
Source(s): Redseer analysis, Company Websites, Amazon reviews
Evolution of Smart Locks
Locks have also witnessed significant technological advancements driven by a
limited set of players
Smart Locks Landscape – Key Players
Traditional door lock
Locks attached to the
doors which require a key
to unlock it
Electrical door lock
Locks which are locked
and unlocked by use of
any electric current
Digital door lock
Electromechanical lock
which are unlocked via
biometric sensor or/and
access card,
Smart Locks
Wireless door locks offering
multiple entry modes,
profile management etc.
LocksHome Security
Price Competitiveness
Performance
(Amazon rating)
Low (high pricing)
High (low pricing)
Note(s) (1) Price competitiveness for entry level SKU in the category across players (2) Performance basis ratings and number of reviews of SKU

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"Smart door locks have eliminated the need to carry a
key with me every time. I can easily unlock the door
using my fingerprint or my phone. This convenience is
especially beneficial for my elderly parents as well."
-Multiple device user, Delhi/NCR
Purchase behaviour– Smart Locks (N=97)
# units purchased, avg. spends, decision factors, & NPS score
Word Cloud – Smart Locks
On the customer front, benefits of keyless and remote access are boosting smart
lock adoption
“My wife and I have different shift timings, and we
come home at different times. Smart door locks have
helped us unlock the door without disturbing each
other's sleep, which I find very convenient. It is also
easy for me to unlock the door for our maid."
-Single device user, Hyderabad
80
NPS Score
Customers
On an avg. purchases 1
lock and spends ~INR
13k each
Remote access
Better security &
safety
Prime decision factors
Basis product experience
Robust NPS attracts
new customers
Note(s) (1) NPS = % Promoters (rating 8,9,10) – % Detractors (rating 0-5) (2) NPS represented at the category level
LocksHome Security
Appearance of the
device
Source(s): Desk research, Expert discussions, Survey conducted in Dec’23-Jan’24

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Source(s): Redseer analysis, Expert discussions
Growth drivers – Smart VDB
Non-exhaustive
Smart VDB Market (₹)
INR Cr., CY17-28P
Smart video doorbells are ~INR 80 Cr. market, expected to ~8x in the next 5 years
Note(s) (1) VDB refers to video doorbell
CY23 CY28P
70-80
550-600
CY17 CY20
6-8
15-20
~2.5x
~5x
~8x
VDBHome Security
ACCESS CONTROL CAPABILITIES
AI-enabled motion detection, coupled with features like
instant visitor video calls, pre-recorded messages, etc. has
led to increased adoption of smart doorbells among
customers. This, in turn, yields additional benefits such as
added convenience and increased security
CUSTOMIZATION & PERSONALIZATION
With features like adjustable motion detection zones,
customizable chimes, and personalized notification
preferences, users can tailor the device to their specific
needs and preferences, creating a truly convenient smart
home experience
ENHANCED CONNECTIVITY & AFFORDABILITY
Smart doorbells seamlessly integrate with smart cameras,
door locks, and voice assistants, enhancing overall smart
home functionality and encouraging customer adoption.
Moreover, prices of smart doorbells have also declined
over leading to a rise in customer adoption.
(12-15%) (25-30%)(5-8%)(1-5%)
% smart penetration
MODERATE CONFIDENCE
Offline counters were
extremely limited back in
2017, but today there are
~4000 offline digital lock
counters available
(~0.2k) (~0.3k) (0.5-0.6k) (2-2.5k)
Overall market (INR Cr.)

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3.0 3.5 4.0 4.5 5.0
Source(s): Redseer analysis, Expert discussions, Company websites, Amazon reviews
Video doorbells succeeded video door phones and are a premium offering in
smart security
VDBHome Security
Smart VDB Landscape – Key PlayersEvolution of Smart VDB/VDP
Traditional doorbell
Door knockers and bells on
the front doors to alert the
homeowners
Legacy doorbell
Button outside the house
which was connected to a
receiver inside the outside
to ring a chime
Video door phone
Had a camera on the door
and required wiring
through the house to see
the visitor on the screen
placed inside the house
Smart video doorbell
Wireless & wi-fi enabled
doorbells with AI-enable
camera and allows instant
visitor video call on the
phone
Price Competitiveness
Performance
(Amazon rating)
Low (high pricing)
High (low pricing)
Note(s) (1) Price competitiveness for entry level SKU in the category across players (2) Performance basis ratings and number of reviews of SKU

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Source(s): Redseer analysis, Expert discussions
Growth Drivers – Smart Lighting & Control
Non-Exhaustive
Smart Lighting & Control Market (₹)
INR Cr., CY17-28P
Smart lighting and control is a large opportunity pegged to be worth ~INR 4.5k Cr.
likely to reach ~INR 20k Cr. by 2028
Note(s) (1) Smart Lighting & control includes Wi-Fi enabled lights/bulbs, fans, switches and plugs
CY17 CY20 CY23 CY28P
700-800
1500-1800
4,500-5,000
20,000-22,000
~2x
~3x
~5x
Lighting & controlNon-security
ENERGY EFFICIENCY
Smart lighting solutions can lead to energy savings of up
to 90% compared to traditional lighting systems by using
LED bulbs
ADDED CONVENIENCE
Ability to automate, integrate, voice control, and ambiance
control your entire house without having the need to use
switches makes it more convenient to operate the lighting
of the entire house
RISNG HOME IMPROVEMENT SPENDS
Discretionary consumer spending on home improvement
has risen 6% in just the last year, indicating a higher
potential wallet share in smart lighting to tap into
(8-10%) (20-25%)(5-8%)(3-5%)
% smart penetration
MODERATE CONFIDENCE
Benefits of customization
and sustainability boosted
the demand for smart
lighting and control in
most new constructions
(17-18k) (28-30k) (52-57k) (90-100k)
Overall market (INR Cr.)

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Source(s): Redseer analysis, Expert discussions
Growth Drivers – Smart Appliance
Non-Exhaustive
Smart Appliance Market (₹)
INR Cr., CY17-28P
Smart small appliance market are INR ~2k Cr. opportunity projected to reach ~INR
6k Cr. by 2028
CY17 CY20 CY23 CY28P
500-700
800-900
2,000-2,200
5,800-6,000
~1.5x
~2.5x
~3x
Note(s) (1) Smart appliances include Wi-Fi enabled air purifier, air cooler, water purifier, thermostat, vacuum cleaner, chimney, blender, air fryer, mixer, food
processor etc.
Small appliancesNon-security
COST EFFICIENCIES IN THE LONG RUN
Consumers are increasingly interested in appliances that
not only reduce their environmental carbon footprint but
also lead to lower energy bills on the longer run
REMOTE MONITORING AND CONTROL
The ability to monitor and control environmental
appliances remotely through smartphone provides an
added convenience for working couples
MAINTENANCE ALERTS
Reminders for filter replacements or system checks
ensure that the appliances operate efficiently, leading to
prolonged lifespan and better performance
(5-8%) (15-20%)(3-5%)(1-3%)
% smart penetration
MODERATE CONFIDENCE
Primarily being driven by
kitchen appliances & air
purifiers, where customer
willingness to try is higher
(15-16k) (18-20k) (23-25k) (30-35k)
Overall market (INR Cr.)

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With increasing market opportunities and rising customer acceptance, these
categories exhibit considerable growth potential
Source(s): Redseer analysis
•Smart lighting and control represents a burgeoning opportunity estimated at around INR 4.5k Cr, projected to
become 5 times to ~INR 20k Cr by 2028
•Smart appliance market represent an emerging opportunity at around INR 2k Cr. projected to triple to ~INR 6k Cr.
by 2028
•Relatively low competition markets with a few key players operating across sub-segments such as fans, lights,
coolers and other environmental appliances
•Growing use cases for smart offerings in the segments with unique offerings that outshine their traditional
counterparts
•Growing customer interest in these categories supported by increased per capita number of devices across smart
home users
•Rising wallet share for purchase for easy to install smart products such as smart bulbs, plugs and air purifiers
Growing market
Emerging use
cases
Customer
Acceptance
Lighting & Control + Small appliancesNon-security

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VerbatimsPurchase behaviour & NPS– Smart Lighting and control & Smart Small Appliances
# units purchased, avg. spends, NPS score
Q. On a scale of 0-10, how likely are you to recommend your device to a friend / colleague?
Customers are also showing a significant level of interest for these non-security
segments
72
66
85
Smart Lights/bulbs
(N=109)
Smart Plugs
(N=87)
Smart Air purifier
(N=52)
NPS
Lighting & Control Small appliances
Avg. # units
purchased
Avg. spends
(In INR)
Note(s) (1) Products with N<30 is not shown due to statistical insignificance (2) NPS = % Promoters (rating 8,9,10) – % Detractors (rating 0-5)
"Smart lights are very convenient as I can change the
color of the lights based on my mood. I always prefer
warm lights, whereas my wife loves white lights, and
smart lights have made our life easier by offering all
colors in one. I am planning to buy a smart plug as I
have started liking smart products."
-Single device user, Pune
"We switch on the motor twice a day, and the smart
plug has made our life easier as we can automate the
motor's functioning and do not really have to keep a
check on it. It has also made my family's life easier,
and we waste less water now."
-Multiple device user, Hyderabad
"I have smart lights and cameras at my home. I also
wanted to buy a smart air purifier due to pollution, one
that could be connected to a single app. I have started
liking its functioning, and it is a very effective product
to have."
-Multiple device user, Delhi/NCR
2
~1.6k
2
~1.7k
2
~13k
Source(s): Redseer analysis on survey conducted in Dec’23-Jan’24
Lighting & Control + Small appliancesNon-security

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Proprietary
Legacy brands
Licensed
Technology
New-age brands
Smart Lighting & appliances players in India
New age players have entered these categories and disrupted on the back strong
product differentiation
Source(s): Redseer analysis, Expert discussions
Lighting & Control + Small appliancesNon-security

51. Smart market in India is large and growing
Smart security, lighting & control and appliances are seeing the most traction
New age smart home device players are disrupting the status-quo
Appendix

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Sample Table
We have spoken to ~ 350 smart home device users and ~450 non-users to collate
data for this study
City Tier Cities Smart home device users Non- users
Metro
Bangalore
310
448
Delhi/NCR
Hyderabad
Mumbai
Pune
Tier I
Lucknow
44
Jaipur
Total 354 448*
Note(s) (1) *N achieved was an organic outcome , rather than a controlled occurrence
Source(s): Redseer analysis on survey conducted in Dec’23-Jan’24

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Demographic profile
Q: Single vs Multiple Category Device, Income, City Tier and Gender
The demographics of these smart home device users are as follows
Respondents were spread across 5 metro and 2 Tier 1 cities
Single vs Multiple
Category User
Income
City Tier
Gender
13%
87%
Smart home Device
Users (N=354)
Metro
Tier 1
23%
77%
Smart Home Device
Users (N=354)
Male
Female
36%
64%
Smart Home Device
Users (N=354)
Single Category
Device User
Multiple Category
Device User
19%
31%
17%
18%
15%
Smart Home Device
Users (N=354)
Less than 8 lakhs
8.1-10 lakhs
10.1-15 lakhs
More than 15 lakhs
Prefer not to disclose
Source(s): Redseer analysis on survey conducted in Dec’23-Jan’24

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