Air purifier makers expect rise in sales as pollution level worsens

Air purifier makers are again looking at a big spike in their sales like previous years since the air quality in the national capital region and adjoining areas is likely to deteriorate further in the coming weeks.

The companies are again expecting Delhi NCR to drive their sales this year, though, they are also witnessing a rise in demand from smaller and tier II cities, other than metros.

"Around Diwali, we have seen in the past the air quality levels going down further and some of it will surely convert into a heightened awareness and demand for the category," Eureka Forbes chief transformation officer Shashank Sinha said.

Unfortunately, the air purifier sales peak only when consumers see the pollution levels rise to a dangerous level, he said, adding that the winter season contributes to over half of the volume in this category.

Although the air purifier industry is small in size and limited to metro cities, but makers are witnessing a high double digit growth in the segment due to increased awareness among the people who are willing to spend money to improve the quality of air around them.

Among other companies, Honeywell also expects a rise in the demand around the festive season, when the pollution index goes up.

Sudhir Pillai of Honeywell Building Technologies said, "We have seen that in the past two years, there has been a sudden surge in air purifiers demand during the smog situation in Delhi. The onset of winter only further deteriorates the air quality and acts as a catalyst to push the sales for air purifiers.

"Increased media coverage of poor air quality and WHO report highlighting that India has 14 of the top 20 cities in the world with the worst air quality adds to the increased consumer awareness, thereby resulting in increased sales."
Eureka Forbes' Sinha said, "We expect a large part of the demand from the metropolitan cities and also from the North."