Are you on about design current?
It's common for manufacturers to stick with 240V when they provide the rating of their equipment.
for example, they make a shower that works at 30Amps. They then have to provide it's power rating. If they use 240V, they can say its 7.2kW. Whilst if they used 230V, it would be 6.9kW.
Now if you put your product on the market, having switched to 230V, and your competitors stick to 240V. Although the showers are the same and both pull 30Amp, customers will see that one is 6.9kW whilst the other is 7.2kW so if they are the same price they are likely to think that the 7.2kW is the better value for money.