Despite air-pollution levels rising in metros, growth in the air-purifier category has been almost stagnant, although its base has been increasing with more MNCs entering the fray.

Currently the only market for the category is restricted to the national capital – for a temporary period – usually a couple of months after the festival season, when pollution levels tend to rise every year.

Seasonality, pricing, lack of standards, right technology and awareness are some of the factors that have taken a toll on the growth of the nascent category, which is still way behind countries such as China and Korea.

“There is only one city, Delhi, where there is demand for air purifiers, and that too for only two months during winter mostly. It is a restricted market for the category in India unlike other markets such as China and Korea, which are large markets for air purifiers,” said Kamal Nandi, Business Head, Godrej Appliances.

Being a domestic player, Godrej Appliances did a pilot last year for its air purifiers, but is yet to formally enter the segment.

“While MNCs can easily launch their air purifiers from their existing portfolio, we believe in developing technology which will be disruptive in the Indian market, and rightly suited for the Indian market. Compared to the rest of the world, India has specific conditions and consumer lifestyles which must be kept in mind. Besides, the potential is not big right now to enter the category,” added Nandi.

MNC brands

There are about 28 players in the air-purifier category today, dominated mostly by MNC brands such as Phillips, Panasonic, Sharp and Blueair.

In fact, Unilever, which recently acquired Swedish company Blueair globally, also has its own brand of Pureit in India through HUL. But while it is ready to tap into the segment with different products and price points in India, it has realised the limitations for the category in India.

“Air purifiers sell for 6-8 weeks only and the category is still volatile and small. The surge in sales between 35 to 40 per cent happens at the same time each year, but these rates have remained the static over the years. The number of air purifier brands has also been coming down with some players either exiting or remaining dormant. Apart from lack of standards, there is no awareness building for the category,” said Girish Bapat, Director, West & South Asia, Blueair.

Between Pureit and Blue Air, the latter is the premium brand in HUL’s portfolio, as it straddles across price points from as low as ₹8,000 for Pureit, going up to ₹2 lakh for Blueair.

“The category is growing slowly as demand is localised to Delhi market mostly. The category was at ₹200 crore, and last year it marginally grew to ₹250 crore,” added Bapat.

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