There are many who believe, that a day will come when we pay for even the air we breathe. Probably that day has already dawned upon us. Today, consumer goods major RB announced the launch of Dettol Air Protect mask. The brand been exclusively launched on Amazon for a price of Rs 699 and will soon be available in other e-commerce sites, according to a company statement.

The timing of the product launch could not be better, as a large part of the country gears up for Holi bonfires that are expected to send air pollution levels soaring high. Arjun Purkayastha, marketing director, Dettol, developing markets at RB, said, “The risk from air pollution is very real and getting worse by the day. While we all work towards a longer term goal of reducing pollution, it is also important to protect ourselves from its adverse impact on a daily basis.”

In Mumbai and Delhi, the severe air pollution in recent months is still fresh in public memory. The Air Quality Index in Mumbai was still in a poor shape, according to data by SAFAR-MoES-IITM-IMD on Monday. Particulate matter (or small airborne particles) is among the most detrimental of these pollutants. Studies link it with increased rates of chronic bronchitis, lung cancer and heart disease. Air pollution can potentially cause some dangerous allergies as well, including coughing, rhinitis and asthma among others. Citing a WHO report the company statement says, 13 of the 20 most polluted cities in the world are in India.

Saurabh Srivastava, Director Category Management - FMCG, Amazon India said, "Customers today are very health conscious and we are witnessing an increase in demand for such products on our Health & Personal Care store." The e-tailing giant already sells a variety of air-filters and anti-pollution masks. One such offering from innovation giant 3M retails for Rs 125 on Amazon against the marked price of Rs 300.

The Dettol Air Mask claims to protect you from PM 2.5, bacteria, dust and even pollen. It is mean for daily use when there is haze, dust or pollution. The product comes with two replaceable filters for added protection. Marketing consultants however told Businessline that the price tag might relegate the product to a niche. Another issue that could play a spoiler is the consumer behaviour in India where a majority of the population still believes in washing and re-using things. In this case, the product filters may not be as effective, if they are washed

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