Iranian manufacturers are being squeezed from both ends at once. The steel and plastics they build appliances from have multiplied in price since Israeli and US strikes hit the country's main industrial hubs in March, while the households they sell to have been priced out of the market entirely. Production of refrigerators, televisions and washing machines was already falling by a quarter to more than 40 percent a year before the war began.
What the industry cannot do is pass the costs on, because the arithmetic on the shop floor no longer works for anybody.
The price of a working kitchen
Iran's minimum monthly wage is about 166 million rials, roughly $75. Set against that, the price list on the country's largest online retailer reads as a catalogue of things a working household can no longer buy.
The cheapest mini refrigerator sells for 258 million rials, about $117, a month and a half of that wage. A basic 13-cubic-foot fridge-freezer costs 544 million rials, some $247, more than three months. A mid-sized model runs to 890 million rials, about $405. A washing machine, in the band where most models cluster, costs around 920 million rials, roughly $418, or five and a half months of a minimum wage, and a gas cooker starts at about 360 million rials, $164, rising to 638 million.
Televisions trace the same curve. The cheapest set on the site, a 24-inch model, costs 230 million rials, about $104. A 32-inch television runs to 270 million, and a 43-inch, among the best-selling sizes, to 490 million rials, roughly $223, or nearly three months of wages. A 65-inch set, also a strong seller, costs 1.06 billion rials, about $482, more than six months. At the top of the range, an 85-inch model is listed at 2.9 billion rials, some $1,318, or nearly a year and a half of a minimum wage.
The cheapest dishwasher listed costs 1.34 billion rials, some $609, eight months of wages, which is why dishwashers have moved out of the category of household appliance altogether and into the category of luxury.
At the very top of the market, an imported side-by-side refrigerator is advertised at 4.54 billion rials, about $2,065, or more than two years of a minimum wage.
Iranian media have been documenting what these numbers mean. In May, when conditions were still less severe than they are now, the newspaper Donya-e Eqtesad reported that field observations and consumer complaints showed the breakdown of a refrigerator or washing machine had become an economic and psychological crisis for many families.
Until a few years ago, the paper noted, many households could replace an appliance after saving for several months. Today, buying even a refrigerator, a washing machine or a basic vacuum cleaner has become a distant prospect for a growing number of them.
Repair was the fallback. Repair costs have risen too, and for many families that door is closing as well.
A sector that was already shrinking
The industry serving this market was contracting before the war began.
The Statistical Center of Iran's most recent figures, covering the winter that ran through to March, show refrigerator production down 25 percent year-on-year to 531,000 units. Television production fell 36 percent to 332,000, and washing machine production dropped 42 percent, to 270,000 units.
No comparable production data have been published for other major categories, and the government has released no comprehensive industrial production figures for the past six months.
What the Statistical Center has published is the price index: home appliances in August cost 117 percent more than a year earlier.
Bombed inputs
Then came the strikes. Israeli and US attacks in March hit Iran's two main steel hubs, Mobarakeh and Khuzestan, and its two main petrochemical hubs, Asalouyeh and Mahshahr. Together these complexes account for roughly 50 percent of Iran's steel capacity and 70 percent of its petrochemical capacity.
The effect on manufacturers' input costs has been severe. According to the Iranian Home Appliance Industries Association, the price of the steel used by the industry has risen roughly two and a half times since last summer. Petrochemical feedstocks, including ABS and polypropylene, have gone up three to fourfold.
Authorities have released no detailed figures on the damage or on the operational status of the affected complexes. What is visible is the response: the government has restricted or banned the export of a large share of steel and petrochemical products, while domestic prices for those products have risen sharply.
Protected, and still dependent
The industry these costs are crushing was built behind a wall.
Iran banned home appliance imports in 2016, and in 2021 imposed a particularly strict ban on appliances made by South Korean companies, which had previously held a significant share of the market. The policy shifted the market decisively toward domestic manufacturers, and it has drawn persistent criticism over the quality of what those manufacturers produce.
With foreign competitors largely excluded, domestic firms have faced far less pressure on price. The restrictions have also sustained a thriving trade in smuggled foreign appliances.
What protection has not produced is self-sufficiency. Iran has failed to fully localize production of even its four main categories: refrigerators, washing machines, televisions and dishwashers. According to Hakem Memkan, a member of parliament's economic commission, the country imports around $1.2 billion of components a year for those four categories alone.
So the strategy of substituting domestic production for imports has left manufacturers dependent on imported parts while their domestic input costs multiply.
Nowhere to go
Each of these pressures would be serious alone. Arriving at once, collapsing household purchasing power, multiplied raw material costs, import restrictions, input shortages and continued dependence on foreign components leave the industry with nothing to adjust.
It cannot raise prices without losing more of a market that has already stopped buying. It cannot cut costs without inputs it cannot obtain. And it cannot look abroad, because the wall built to protect it also encloses it.
Most families will simply keep the fridge they have, for as long as it runs.