It has been a good run for home appliance companies, thanks to boom in real estate and rising household income in Malaysia which has led to an increase in sales of home appliances in the past decade.

But can they withstand the current slow economic climate, where developers are launching fewer properties and consumers are spending lesser than before?

Appliance maker Groupe SEB Malaysia Sdn Bhd believes in innovation strategies and good product designs to stay competitive.

"Today, innovation is key. Innovation is a long term growth and is sustainable. Because of innovation, our company is growing four times faster than the market," said Groupe SEB Malaysia country manager, Jack Wong.

Innovative products are touted as the way to go as the company introduces new and exciting products that could enrich the daily lives of consumers, he said.

"Our products are 10-20 per cent above our competitors' pricing and we are doing well because of product innovation and quality. We have Tefal which is a trusted brand worldwide in terms of durability of the products and innovation. People are constantly looking for longer lasting cookware and appliances," said Wong.

Wong was speaking to NST Property after launching Tefal's latest cookware available in a seven-product range, here, recently.

The new range features Thermo-Signal, Better Homogeneity Base, and Durable Titanium Coating that guarantee a superior cooking experience with better cooking results.

They come with the all-new Tefal’s Thermo-Signal red dot that is inspired by the hourglass design to indicate the right time to start cooking.