Philips investing to build market for air purifiers

With pollution levels growing in many metros in India, consumer electronics firm Philips is investing to build market for air purifiers and create a category for the product.
The company, which is presently selling air purifiers in Delhi, Bangalore and Mumbai, would soon introduce in some other metros as Hyderabad, Kolkata and Pune.
"We are creating a category for air purifiers, which was an unheard concept here. We are making people aware about the growing indoor pollution and allergies and getting good response," Philips India Business Head - Air Jayati Singh told PTI.
Last September, the company launched its range of air purifiers priced between Rs 16,995 to Rs 49,995.

"It is presently available at 75 to 100 outlets and will soon be available in Hyderabad, Kolkata and Pune followed by Chennai, Ludhiana," she added.
Expats in India are its key customers, who have reached out for air purifiers.

The company is actively investing in marketing of air purifiers on the Internet, social media and through home demos to create a market for that.
"We are getting a lot of online requests for information of the product," Singh said, adding that around 10 per cent sales of the company from this segment are coming from online partners.
Presently, India's air purifier market is estimated to be around Rs 150 crore and residential purifier segment has only 35 per cent share in that.

"The market is very small but will grow faster. It is growing 60 to 70 per cent and is expected to be doubled this year," she added.
Presently, Philips is importing its entire range from Korea and China.