Blueair set to expand their presence in India; launches products, campaigns

Blueair has already gained a 4% market share and would look to raise the tally up to 15% within the next 3 yrs

Blueair, Swedish manufacturers of Air Purifiers, launched their products across a range of categories here on Tuesday, marking a definite step in their push to capture the Indian market. The launch saw member of board of directors Erik afUgglas, head of Blueair India Vijay Kannan and head of sales Jonas Holst unveil the Blueair E650, E450, E230 and the Blueair Sense. 

While admitting that their products would primarily cater to the luxury segment in the market, Kannan observed that after four years of extensive market survey and an encouraging performance last year, Blueair has already gained a 4% market share and would look to raise the tally up to 15% within the next three years. 

Underlining the Blueair philosophy, both Kannan and Jonas Holst emphasised the need to educate the Indian consumers about indoor pollution, which a Blueair survey found to be worse than outdoor pollution by 3 to 5 per cent on an average, and ways to tackle it. 

To this end, the company has entered into several awareness campaigns, including the Clean Air India Movement (CLAIM), ‘Spot the Killvish’, and ‘Turn Red light to Blue light’, aimed primarily at educating the youth and the children through innovative and interactive activities. The campaigns will also see Blueair tie up with popular Indian FM radio channel RED FM, Facebook and other industry peers like Breathe Blue.

CLAIM was launched on 5 May, which is globally celebrated as the World Asthama Day.