Inside LG’s Greater Noida factory: AX semi-automatic washing machines launch and why LG is making them
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LG India took us inside its Greater Noida factory for the launch of its new AX series semi-automatic washing machines. The visit offered more than a look at a new appliance. It showed how LG is trying to keep a mature category relevant through new design, more features and local manufacturing. But like you must be wondering, we also had the question as to why LG is still investing heavily in semi-automatic washing machines when fully automatic models offer greater convenience. And why did they host a big event and factory tour for the media?
SurveyWell, at least part of the answer lies in the Indian market itself. Come, let us take you through our experience and what we learned from the event.
LG AX semi-automatic washing machine: Price and features
The new AX range consists of 15 models between 8 kg and 12 kg. Their prices start at around Rs 14,000 and go up to around Rs 20,000, according to LG. The models are being rolled out through both retail and online channels.
As for features, LG appears to address everyday laundry problems rather than adding complicated software features.
The washing machiens come with Dual Spin Shower that uses two water inlets to rinse away residual detergent more effectively. There is Roller Jet Pulsator+ which is designed to create stronger water movement around clothes, while the Ultra Scrub Wall targets dirt around areas such as collars and cuffs.
There is also a new lint filter that captures lint during washing and can be removed and cleaned more easily. You also get Wind Jet Dry+ feature that uses airflow during the spin cycle to remove excess moisture and help clothes dry faster.
Design-wise, higher-end AX models get toughened glass lids with soft-closing mechanisms, while lower-priced variants use ABS plastic lids to maintain a lower price.
Vishwakarthikeyan K., Business Head, LG Washing Machines, told us that this approach allows the company to offer more premium features without making the entire range expensive.
Inside the LG washing machine factory
The AX series is manufactured at LG’s Greater Noida facility, where Gaganjeet Singh, Chief Manufacturing Officer at LG India, took us through the factory.
LG started manufacturing washing machines in India in 1999. Today, the Greater Noida facility has dedicated washing machine production lines, including a semi-automatic twin-tub line. The company says its washing machine manufacturing capability can produce around 400 semi-automatic units per hour.
The production line is not fully automated. Singh told us around 30% of the process is automated, with automation being used mainly for heavy tasks and jobs that involve difficult or repetitive ergonomic movements. Humans continue to play a central role in assembly and quality control.
We saw giant robot arms moving materials around the plant, while overhead logistics systems transport cabinets and components to assembly stations.
The manufacturing line itself appeared to run at a fast pace. The factory briefing described an approximately 1 minute quality control cycle while the total assembly was said to take around 10 to 20 minutes. Every unit goes through electrical, wattage, voltage and washing-performance checks before it leaves the line.
Operators can also stop the line when they detect a problem, using line-stop switches connected to ANDON indicators.
Singh told us that almost all the water used in the relevant factory processes is recycled. LG has also previously said that the Greater Noida plant reduced its water consumption significantly, while the facility now operates with 50% renewable energy from solar and hydro sources.
It was also revealed that certain processes, including induction moulding, are handled by third-party vendors located within roughly 15 km of the factory. This creates a local supplier network around the plant while allowing LG to retain control over final assembly and quality.
Still the core of the AX series is researched and developed in-house. And that brings us to the answer to why manufacture by itself in India.
Why semi-automatic machines still matter for LG
LG agrees that a consumer who wants maximum convenience, a fully automatic washing machine is still the more obvious choice. A semi-automatic machine requires manual intervention, including moving clothes between tubs. But still, the category continues to sell well in India.
During my interaction with Vishwakarthikeyan K, Business Head of LG’s washing machine business, a key reason given was practicality.
Semi-automatic machines do not require the same continuous water supply associated with many fully automatic machines. Users can manually add water and move clothes between the wash and spin tubs. They are also generally cheaper and simpler to operate.
For many buyers, a semi-automatic machine offers a lower purchase price, simpler controls and more flexibility when water supply is unreliable. It also remains useful for households that want a second washing machine for heavy loads like curtains, bedsheets, blankets, etc.
LG’s strategy is therefore less about replacing the semi-automatic format and more about pemiumising it.
The company is also not appearing to be treating semi-automatic washing machines as a category that can simply be outsourced and left to compete on price. By developing the AX platform in-house and manufacturing it in Greater Noida, the company is using the category to support a broader strategy built around local manufacturing, premiumisation and exports. By the way, the AX series is expected to be exported to more than 10 countries starting in 2027.
The company is also expanding its manufacturing footprint. LG plans to have its new Sri City factory in Tirupati, Andhra Pradesh, ready in December. The plant will initially focus on air conditioners and AC compressors before expanding into other product categories, including washing machines and refrigerators. LG has said it is investing roughly Rs 5,000 crore in the facility.
This expansion matters because LG is trying to do more than serve India. The company has been increasing its focus on exports and local manufacturing, while building production capacity for multiple categories.
And finally, for you and me, the buyer, ultimately all of this means more choice, even in a segment that may be often overlooked.
Keep reading Digit.in for more such stories.
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