Kärcher Serbia on innovation, education and sustainability
CORPORATE INTERVIEW
Suzana Dubajić
General director of Kärcher Serbia
In this interview for Diplomacy&Commerce, Suzana Dubajić, General Director of Kärcher Serbia, outlines the trends reshaping the cleaning industry, the role of smart technologies and training, and the company’s long-term commitment to quality and sustainability.
Even the best machine in the world is useless if not used properly
How would you describe the current trends and changes in the professional and household cleaning industry in Serbia and the region?
We are living in a time when the very concept of cleanliness is being redefined. In the post-pandemic world, hygiene is no longer merely a matter of aesthetics, but a fundamental necessity and imperative – both in business and private environments. We are observing several key trends that are shaping our market.
In the household segment, we are witnessing the expansion of the “do-it-yourself” culture – but with professional expectations. Users are looking for devices that are powerful, efficient and easy to use. The absolute trend is battery-powered devices. The freedom of movement without cables has become a standard, from vacuum cleaners and window cleaners to high-pressure washers. There is also a growing demand for multifunctional devices, such as our hard floor cleaners that vacuum and mop at the same time, saving valuable time. Consumers are becoming increasingly informed and environmentally aware, choosing solutions that use less water and energy.
In the professional (B2B) sector, trends are driven by the need for maximum efficiency and resource optimisation. The market is facing the challenge of labour shortages, which puts automation and robotics in the spotlight. Our autonomous floor-cleaning machine, KIRA B 50, is no longer just a futuristic concept, but a real necessity for large logistics centres, retail facilities and airports in Serbia. Another key trend is digitalisation. Managing a fleet of cleaning machines through software solutions such as our Kärcher Fleet enables clients to monitor performance, plan maintenance and significantly reduce operational costs. Efficiency, sustainability and measurable results are the key words that define professional cleaning today.
Kärcher is globally recognised for its innovation. How are new technologies and digital solutions being integrated into your products and services in the local market?
Innovation lies at the very core of the Kärcher brand, and our task is to make these global innovations accessible and purposeful for users in Serbia. We do this on several levels.
First, through smart products. Our Home & Garden app is not just a remote control – it is a personal cleaning assistant. When connected to our smart high-pressure washers, the app provides users with precise guidance – which pressure to use for cleaning a wooden terrace and which for a car, ensuring a perfect result without damaging the surface.
Second, through a unique battery platform. Our Kärcher Battery Universe allows one single battery to power dozens of different devices – from lawnmowers to multifunctional vacuum cleaners. This brings our customers exceptional savings and convenience.
In the professional world, digitalisation goes even deeper. In addition to the already mentioned Kärcher Fleet system, our service teams use digital tools for faster diagnostics and more efficient on-site problem solving. By integrating IoT (Internet of Things) sensors into our machines, we are shifting from reactive to proactive maintenance – predicting potential malfunctions before they occur. In this way, we ensure maximum reliability and minimal downtime for our clients in Serbia.
Efficiency, sustainability and measurable results define professional cleaning today
Sustainability is becoming an increasingly important topic in business. How does Kärcher Serbia approach reducing its environmental impact – from production to end users?
For us, sustainability is not a marketing term but a strategic commitment. Our philosophy, “Be the difference,” obliges us to take concrete action.
At the global level, Kärcher has committed to ambitious goals within the Science Based Targets initiative, aimed at reducing CO₂ emissions. This commitment is reflected in our local operations as well. Our products are designed to be energy-efficient. Almost all our professional machines feature the eco!efficiency mode, which, at the touch of a button, reduces energy, water and detergent consumption – without compromising cleaning performance.
We promote the use of our biodegradable cleaning agents, all of which carry recognised environmental certificates. Our engineers are also continuously working on reducing water consumption. For example, our high-pressure washers use up to 80% less water compared to ordinary garden hose cleaning.
Finally, a key aspect of sustainability is product longevity. Kärcher devices are built to last, and in Serbia, we provide full service support and spare parts availability for many years after purchase. In doing so, we fight against the “throwaway culture” and promote responsible ownership.
Which sectors in Serbia do you see as the most promising for the development of professional cleaning solutions, and why?
Serbia is a dynamic market with several sectors showing exceptional growth potential.
- Logistics and warehousing: Owing to its geographic position, Serbia has become the logistics hub of the region. We are witnessing the rapid expansion of large distribution centres and warehouses. Cleaning thousands of square metres of floor space is unthinkable without highly efficient floor-scrubbing and cleaning machines, including autonomous robots.
- HoReCa (Hotels, Restaurants, Cafés): Tourism is on the rise, new hotels from global chains are opening, and hygiene standards are higher than ever. This sector requires a wide range of solutions – from discreet and silent vacuum cleaners for hotel corridors and steam cleaners for deep disinfection of kitchens and bathrooms, to floor-polishing machines for lobbies.
- Industrial manufacturing: With the arrival of foreign investments, the number of modern production facilities is increasing. Specific requirements, such as cleaning machine parts without water using dry ice blasting technology, or safely vacuuming industrial dust, open the door for our highly specialised solutions.
- Healthcare and the pharmaceutical industry: These are sectors where there can be no compromise when it comes to hygiene. Our certified disinfection systems, steam cleaners and vacuum cleaners with HEPA filters meet the strictest standards required in hospitals, laboratories and pharmacies.
- How important is user education and training when it comes to the efficient and safe use of modern cleaning equipment?
- Education is essential. Even the best machine in the world is useless if not used properly. At Kärcher, we believe that we don’t just sell devices – we deliver complete solutions, and training is an integral part of that solution.
- Proper training achieves three goals: maximum efficiency (the operator knows how to use the full potential of the machine and complete the task faster), cost reduction (correct dosing of detergents and proper use of the machine reduces consumption and prevents breakdowns), and workplace safety (preventing injuries and property damage).
- Our team in Serbia provides detailed training upon the delivery of every professional machine. We demonstrate all functions, advise on selecting appropriate cleaning agents and accessories, and train users on proper maintenance. In addition, through our Kärcher Centres and cooperation with partners, we continuously provide support and guidance. Investing in the knowledge of our users means investing in their satisfaction and in a long-term partnership.
What are Kärcher’s plans in Serbia in the coming years when it comes to new products, projects and investments?
Our vision is clear – we want Kärcher to be the first choice and the synonym for cleanliness in every home and every company in Serbia. Our plans are focused on three key pillars:
- Expanding the portfolio: We will continue to bring the latest global innovations to the Serbian market. This particularly includes expanding our battery platform, introducing new models of autonomous cleaning robots, and developing solutions for specific industrial needs.
- Strengthening the sales and service network: We plan further investments in our Kärcher Centres to be even closer to our customers. Our goal is for every user, anywhere in Serbia, to have quick and easy access to our products, expert advice and reliable service support.
- Digitalising the customer experience: Investing in digital communication and support channels is our priority. We want to offer our partners and end users a seamless experience – from online research and purchasing to digital service scheduling and personalised guidance.
Serbia is a strategically important market for us, with enormous potential. We will continue to invest in the local team, infrastructure and partnerships, as we believe that the best results come from the synergy of global strength and local expertise. Kärcher remains a reliable partner that truly makes a difference.