Through this questionnaire, we aim to highlight your achievements, professional milestones, notable contributions, the organization you run, and your contribution to society. We are looking for perspicacious and beneficial answers from your side.
- Can you share in brief your professional journey?
I have built my career in the Home Appliance sector for almost over two decades. Throughout the years, I have had the opportunity to contribute to various organizations, always striving to create meaningful impact and drive positive change. While gaining extensive experience I continuously focused on innovation.
In my current role as the CEO for the Middle East, I am committed to supporting sustainability initiatives that encourage environmentally conscious practices in the region. My goal is to integrate sustainable solutions into business strategies, driving positive environmental impact while ensuring organizational growth and success.
My focus is always on delivering high-quality, sustainable solutions that benefit both people and the planet, while ensuring long-term value for the industry and communities we serve.
- Brief us about the company, its mission, vision and its services.
BSH Hausgeräte GmbH, with a total turnover of some EUR 14.8 billion and 60,000 employees in 2023, is a global leader in the home appliance industry. We are home to both globally established Appliance Brands*, such as Bosch, Siemens, and Gaggenau, as well as other equally exceptional brands, such as Neff and Thermador. With our Ecosystem Brand Home Connect and Service Brands such as Simply Yummy and BlueMovement, we offer consumers digital services and sustainable solutions to improve their daily lives.
BSH produces at 38 factories and is represented in some 50 countries. BSH aims to improve the quality of life at home by providing innovative, sustainable, and high-quality home appliances.
BSH focuses on innovation, sustainability, and digital transformation, ensuring that its appliances meet the evolving needs of modern consumers.
- What are your primary responsibilities as a leader at BSH Middle East when it comes to sustainability?
We focus on innovations that improve people’s quality of life, while simultaneously reducing the impact on the environment and climate. We offer particularly energy and water-saving appliances, such as dishwashers and washing machines whose low consumption helps consumers to also save money.
Our Home Connect app allows consumers to easily monitor the effects of their program choices, creates awareness for the consumption of resources and provides information about necessary maintenance actions, so that their appliances can be used in top quality for as long as possible.
And we are also prepared if our products need a fix. Our logistics centers in the immediate vicinity of our BSH ME production sites ensure short delivery routes and have more than 350,000 spare parts in stock. This network is supplemented by 22 regional warehouses. As we keep spare parts for large appliances for generally up to 15 years, consumers can count on a long service that will get their appliances running again.
However, our commitment goes beyond our products and services – aiming at our own operations. Since 2020, BSH has operated its sites worldwide in a CO2-neutral manner. And we work year after year to improve our footprint by saving more energy with innovative solutions while at the same time driving forward the expansion of renewable energies. In 2024 we implemented more than 270 measures worldwide that helped us save 40 GWh of energy in production. Self-generated green energy from photovoltaic systems is increasingly covering our electricity requirements. By the end of 2024, 74 GWh of energy were generated on site from photovoltaic systems, biomass, geothermal and solar thermal sources. This is 58 GWh more than 2023. The 74 GWh of energy could theoretically power an electric car to drive 260 million miles
- What are the key challenges you face in your role, and how do you overcome them?
As a leader adapting to changing regulations and staying ahead of emerging market trends is crucial. I closely monitor industry developments and actively engage with our stakeholders to foster collaboration and drive mutual growth. By maintaining open communication and staying agile, I aim to navigate challenges effectively while creating sustainable value for both our organization and the communities we serve.
Creating awareness campaigns and initiatives to educate consumers about the benefits and value of sustainable home appliances. This can involve providing information on energy ratings, energy-saving tips, and demonstrating how these choices contribute to a greener and healthier planet. Encouraging consumers to make conscious choices by providing clear and transparent product information, including sustainability certifications and eco-labels. Providing resources and guidance to help consumers make sustainable purchasing decisions can have a significant impact on improving overall sustainability.
By integrating these consumer-focused responsibilities with those previously mentioned we can improve the quality of life for communities, and also empower consumers to make sustainable choices that contribute to a more sustainable future.
- How does the Group’s sustainability vision align with the goals of Vision 2030 in the Middle East?
The core pillars of UAE Vision 2030—economic diversification, sustainability, and technological advancement—are very much in line with BSH’s ultimate vision. As a company, we are committed to driving innovation while integrating sustainable solutions into our operations. BSH integrates eco-friendly and energy-efficient appliances that support the UAE’s commitment to sustainability.
Through Home Connect, BSH enables smart home integration, supporting the UAE’s drive toward AI and IoT-powered smart cities. Advanced automation in appliances contributes to enhanced efficiency and digital innovation, key aspects of Vision 2030.
BSH supports the UAE economy by investing in local operations, partnerships, and employment opportunities. The company works closely with regional distributors, retailers, and service providers, contributing to the nation’s economic diversification.
6- What initiatives is the Group undertaking to reduce carbon emissions and promote eco-friendly products in the region?
At BSH, we pursue a holistic approach to sustainability, considering three key aspects: Environment, Social and Governance. This is the foundation of our successful business. As part of our commitment to environmental sustainability, we are resolutely pursuing the minimization of our environmental footprint in all areas of our value chain. That includes both improving the material mix of our products and reducing emissions and energy consumption.
We focus on two major issues: Minimizing our carbon footprint and using resources more efficiently by implementing a circular economy.
Since 2020, we have been developing and manufacturing in a CO2-neutral manner at all BSH sites worldwide. Our two biggest levers for CO2-neutral manufacturing are the efficient use of energy and the use of renewable electricity. And we’re constantly making progress here. In 2023, we saved around 35 GWh of energy at our sites worldwide with more than 278 energy efficiency measures. That is about one and a half times as much as the electricity consumption of the largest soccer stadium in Bavaria, Germany in 2022. Additionally, self-generated power from photovoltaic systems is increasingly covering the electricity requirements in our operations and in 2023, BSH generated 16 GWh. This is approximately 18 times more electricity than the solar arrays of the International Space Station (ISS) annually generate.
Also with our high-quality and energy- and water-saving home appliances as well as with our services, we help to consume in a sustainable manner and to reduce waste. As sustainability and innovation go hand in hand, some new launches that we showcased in IFA are solid proofs of our approach. Our Bosch Green Collection fridge freezers, featuring the best energy efficiency class A, are manufactured with a 50% smaller CO2 footprint that results from its material. This is thanks to the use of CO2 reduced steel, aluminium, and bio-based foam and plastics.
The new Bosch Series 6 and 8 washing machines save energy, water, electricity, and detergent with every wash cycle. The Series 8 washing machine is Bosch’s energy-saving champion and 50 percent more efficient than energy efficiency category A.
- Can you describe a recent project or initiative that you are particularly proud of?
We launched a Siemens-branded recycling campaign focused specifically on laundry appliances. The initiative involved collaborating with distributors to provide free-of-charge recycling services for washing machines. Additionally, consumers were offered a discount when they replaced their old washing machine with a new efficient Siemens model.
The campaign was simple yet impactful: consumers visiting Siemens or distributor stores who opted to replace their existing washing machines received the AED 200 discount if they agreed to recycle their old unit during the installation of the new one.
The campaign was a resounding success, running twice in 2024 and meeting its targets, while recycling over 4,000 kilograms of appliances, helping us to reduce our carbon footprint.
Many more are in the pipeline.
- How do you support the employees’ professional growth and development?
To support employees’ professional growth, we foster an environment where employees are encouraged to build individual development plans aligned with their career aspirations and the goals of the organization. These plans outline specific skills and knowledge they seek to develop, along with clear milestones and actionable steps.
We provide opportunities for continuous learning through various means, such as training programs, workshops, conferences, online courses, and mentorship programs. By offering a range of options, employees can engage in learning opportunities that are suitable for their individual learning styles and interests.
We encourage to give regular feedback to employees supporting them identify their strengths, improvement and interest areas. I believe in coaching and mentoring employees to guide them in their career development, helping them bridge skill gaps and achieve their full potential. I believe that regular recognition and rewards serve as motivation and reinforce their commitment to professional growth.
We also foster a learning culture that encourages knowledge sharing and collaboration. This can be achieved through initiatives such as lunch and learn sessions, cross-functional projects, and regular team meetings focused on sharing best practices and lessons learned.
Moreover, providing opportunities for employees to take on challenging projects, lead initiatives, and cross-functional collaborations, helps them gain new skills and experiences.
By implementing these strategies, we demonstrate our commitment to supporting employees’ professional growth and development, enabling them to progress in their careers, contribute effectively to the organization, and achieve their full potential.
- Can you share some insights into the company’s culture and values? How do you foster innovation and creativity within your team?
At BSH, our company culture is deeply rooted in innovation, sustainability, and a consumer-centric approach. We strive to improve quality of life globally through our innovative home appliances, exceptional brands, and superior solutions. In that regard we strive to create a work environment that fosters creativity and encourages our employees to push boundaries and think outside the box. We believe in recognizing and celebrating innovative ideas and efforts. Through awards, recognition programs, and an innovation culture, we celebrate those who go above and beyond to bring creative solutions to challenges, driving motivation for further innovation.
We provide learning and growth opportunities for our employees, including training programs, workshops, and cross-functional projects. Continuous learning not only enhances their skills but also fuels their creativity and enables them to bring fresh perspectives to their work.
Last but not least, we foster a culture of collaboration, encouraging cross-functional teamwork and leveraging the diverse expertise within our organization. By bringing together individuals from different backgrounds and departments, we promote the exchange of ideas and knowledge, spurring creativity and innovation.
- How do you, if at all, promote diversity and inclusion in the organization?
At BSH, we highly value diversity, equity, and inclusion, as we recognize their immense contribution to our people and the overall success of our organization. We actively promote diversity and inclusion through various initiatives and practices.
We have established policies that ensure equal opportunities for all employees, to foster an inclusive work environment. We provide training and development programs that promote diversity awareness, unconscious bias recognition, and inclusivity.
We encourage the formation of employee resource groups that bring together individuals with shared identity or interest, such as Women’s Network, or Cultural Exchange groups. These groups provide a platform for networking, support, and the sharing of diverse perspectives.
- What emerging trends do you see shaping your industry in the next 5 years, and how do you plan to prepare your organization for them?
We recognize that the home appliances industry is continuously evolving with emerging trends. To prepare our organization for these trends over the next 5 years.
Firstly, we focus on Smart and Connected Appliances. With the rapid advancement of technology, smart and connected appliances are likely to become more prevalent. We anticipate an increased demand for appliances that can be controlled remotely, offer personalized experiences, and integrate seamlessly into smart home ecosystems. To prepare, we invest in research and development to create innovative, connected appliances that cater to evolving consumer needs.
Secondly, Sustainability and Energy Efficiency. Sustainability will continue to be a significant factor in consumer purchasing decisions. We are committed to developing and offering a broader range of sustainable, energy-efficient appliances that reduce energy consumption, minimize environmental impact, and contribute to a more sustainable future. R&D efforts focus on optimizing technology, materials, and manufacturing processes to push the boundaries of energy efficiency and eco-friendliness.
Thirdly, consumers increasingly seek personalized solutions that better align with their individual preferences and lifestyles. To meet this demand, we plan to enhance our product offerings by providing more customizable features and design options. This will ensure that our customers can create living spaces that perfectly reflect their unique needs and tastes.
Fourthly, the focus on health and well-being is expected to grow significantly. We anticipate increased demand for appliances that support healthy living, such as those offering advanced hygienic washing & dishwashing solutions, freshness systems in refrigeration, and healthy cooking solutions. To address this trend, we will invest in research and development to create products that promote healthier and more sustainable lifestyles.
Last but not least, data-driven insights and artificial intelligence (AI) will continue to play a significant role in the industry. We plan to leverage these tools to gather data on usage patterns and customer preferences, enabling us to identify areas for product improvement and deliver personalized experiences.
- What is that one quote you absolutely live by or find helpful?
“Finding your ‘why’ is not just about discovering the purpose that drives you; it’s about living with clarity, intention, and passion. When you understand your values and connect them to what you do, you unlock the power to create an amazing future.” – Simon Sinek
This quote of Simon Sinek always reminds me, purpose is more important than need.
