To combat rising utility costs, Electro Mart Group is pioneering the transition from conventional to AI-driven appliances. Md. Nurul Afser, Deputy Managing Director, discusses how the group is localising advanced technology to deliver sustainable, energy-efficient solutions.

The Daily Star (TDS): Which smart home appliance category is currently leading your sales in Bangladesh and what is driving that demand?

Md. Nurul Afser (MNA): Based on market trends in Bangladesh, Smart Air Conditioners and Smart Refrigerators are leading the smart home appliance sales, with rapidly growing interest in Smart Washing Machines, Microwave Oven and LED TV. 80 to 85% demands are met by the local manufacturing brands. It also shifted to AI-enabled appliances that cater to local needs.

TDS: How do you evaluate the current performance and competitiveness of local brands versus international brands in this industry?

MNA: Local brands command 85–90% of Bangladesh’s electronics market, leveraging competitive pricing and extensive service networks to outperform international rivals. Supported by government incentives and superior rural penetration, they cater effectively to the cost-sensitive consumers. While global brands lead in high-end innovation, local manufacturers have secured consumer confidence through improved after-sales support and local production.

TDS: How is your brand integrating Artificial Intelligence (AI) and IoT to make appliances more intuitive for Bangladeshi users?

MNA: Gree’s smart technology goes beyond basic Wi-Fi—it actively optimises energy use based on real usage patterns. Gree’s Clivia and Airy series utilise AI and I-Feel sensors to target cooling precisely and learn user habits. By employing predictive cooling—such as energy-efficient pre-cooling based on schedules—these systems maximise comfort while significantly reducing electricity consumption.

TDS: With rising electricity costs, how do your smart appliances specifically help consumers reduce their monthly utility bills?

MNA: Energy efficiency is now a necessity in Bangladesh. While simple maintenance can save 20–30% on energy, Gree’s G-Inverter technology cuts consumption by up to 70% by modulating compressor speed to meet real-time demand. This ensures peak performance during typical operation, significantly lowering monthly utility costs.

TDS: Could you share insights into your company’s ongoing initiatives and future plans for the next 3–5 years?

MNA: Future initiatives focus on hardware-integrated AI and custom silicon to drive appliance efficiency and durability. Key advancements include predictive maintenance to prevent breakdowns, 3DC Inverter technology for adaptive load balancing, and solar hybrid integration that intelligently switches power sources to minimise costs. Furthermore, the transition to next-generation refrigerants will ensure all products remain energy-efficient and environmentally compliant.