Air purifiers catch fancy, LG readies launch

South Korean consumer durables major LG Electronics is planning to launch its range of air purifiers in the Indian market. After water, air pollution has been identified as a potential category for new health products in the market.

Unlike air-conditioners, which provide cooling and comfort, air purifiers aid in filtering dust particulate in the air.

V Ramchandran, director (sales and marketing) LG Electronics, said, "The company is doing a feasibility study to introduce air purifiers in India. The need for purifiers arises from deteriorating air quality, especially in the metros and the importance for the consumers to have access to pure air."

LG has already introduced the products in markets such as Hong Kong and the UAE. The LG executive maintained that the company has yet not decided on product positioning but in the process of identifying target consumers.

Moon B Shin, managing director, LG Electronics, said, "This year the company is targeting 15 per cent growth with the focus on the premium segments for GSM mobiles and personal computers. We will also introduce new categories such as dryers, dish washers and air purifiers since the kitchen space is getting bigger."

Generally, air pollution is associated with air contamination due to automobile exhausts and industrial effluents. But indoor air pollution has become a matter of concern in developing countries such as India.

Lalit Himani, national manager, Bry Air, a solutions provider for air and gas purification, says, "The air purification solutions are assuming importance to avert health hazards from the gases released from air-conditioning systems and other pollutants."

The Indian air purifier market, estimated to be around 10,000 units, is dominated by players such as Eureka Forbes, Kent and Osim.

According to industry experts air purifier market is lacklustre despite increasing air pollution due to a lesser perceived value and the lack of focused approach.

Ved Narayan, deputy general manager, Eureka Forbes, said, "The air-conditioner market is a physiological one, while air purifier is a psychological segment. Customers won't buy the product unless they have medical problems or are allergic to dust." However, the companies are trying to find lucrative opportunities in the segment. Currently, Eureka Forbes sells air purifiers in the Rs 6,500-9,000 range.

But the company is planning to introduce a high-end product priced at Rs 25,000. Some durables companies have also introduced air-purification features in their air-conditioners.