Air-purifier sales see a spike of 50-60% over last year

NEW DELHI: Breathe easy. Consumer electronics companies from Philips and Havells to Kent and Panasonic are witnessing a 40-60% spike in the sales of air purifiers this season given the deteriorating quality of air in the Delhi NCR region.
While the three-month window, from November to January, remains the period when these companies do brisk business, this year, air purifiers are being offered in all shapes and sizes — from tiny personal devices that radiate a three-foot orbit of safe air around you to portable ones that sit snugly in your car.
“With air pollution reaching dangerous levels across major cities in India, more and more people are becoming aware of the health impacts it causes. This has led to these devices becoming a necessity for every home, just like water purifiers. It has become our fastest growing category, delivering a 60% growth over last year till date,” said Gulbahar Taurani, president, personal health, Philips Indian Subcontinent.
Japanese electronics major Panasonic, too, is witnessing double-digit growth. “We are also offering extended warranty and consumer finance options to make purchases accessible and affordable for the consumers,” said Syed Moonis Ali Alvi, GM, air purifier business, Panasonic India.
Although a nascent category, the number of air purifiers sold in India has grown by around 74% from 90,000 units in 2016 to 1.6 lakh units in 2018, according to market research provider Euromonitor International. The pace of growth, however, is set to continue into the future.
“Air purifiers are projected to continue to see the strongest retail volume growth in air treatment products,” said Anjali Jain, research analyst at Euromonitor International. “Growth is expected to continue in this category, owing to the continuous degradation of air quality, increasing awareness of air purifiers and the rising inclination towards lifestyle-oriented products. The increasing number of vehicles in the country, responsible for the emission of harmful particulates into the air, will be another major factor contributing to the growth of air purifiers in India.”
The category, which is set to grow 30% annually for the next five years in terms of volumes, is witnessing fierce competition with the launch of new models from a wave of new entrants. Companies, including Xiaomi, Honeywell, Blueair and Dyson are jostling for space in the crowded segment with models positioned at different price points, from Rs 6,000 to over a lakh.
“Seeing the demand, we have re-entered the category and targeting the more affordable end of the market,” said Ravindra Singh Negi, president, Havells India.
Although the market for air purifiers is still concentrated in metropolitan areas, other markets are catching up too. “There is a great demand post Diwali. Sales have increased by 50% compared to last year and we expect it to continue till the end of winters. We have seen demand from Chandigarh, Ludhiana, Jalandhar and regions of Haryana as well,” said Mahesh Gupta, chairman of Kent RO Systems, a Noida-based healthcare products company.