Sample- India Air Purifier market Outlook, 2021

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India Air Purifier Market Outlook, 2021 Page 2

TABLE OF CONTENTS
1. Executive Summary
2. India Air Purifier Market Outlook
2.1. Market Size
2.1.1. By Value
2.1.2. By Volume
2.1.2.1. Overall Market
2.1.2.2. By Price Range
2.2. Market Share
2.2.1. By End User Segment
2.2.2. By Application
2.2.3. By Technology
2.2.4. By Region
2.2.5. By City
2.2.6. By Distribution Channel
2.2.7. By Company (Value)
2.2.8. By Company (Volume)
2.3. Production
2.3.1. Design
2.3.2. Manufacturing Process
2.3.3. By Product of Air Purifier Manufacturing
2.4. Pollution Index of the top 10 cities of India
2.5. Pricing Analysis
3. India Economic Profile
4. Raw Material
5. Certifications
6. Market Penetration
7. Organized Vs Unorganized Market
8. PEST Analysis
9. India Air Purifier Trade Dynamics
9.1. Imports
9.2. Export
10. Channel Partner Analysis
India Air Purifier Market Outlook, 2021 Page 3

11. Market Dynamics
11.1. Key Drivers
11.2. Key Challenges
12. Market Trends & Developments
12.1. Innovation in technology leading to penetration
12.2. Boon to the asthma patients
12.3. Growth in HEPA based technology
12.4. Entry of new players in the market
12.5. Conjugation Filters
13. Competitive Landscape
13.1. Porters Five Forces
13.2. Company Profiles
13.2.1. Eureka Forbes
13.2.2. Daikin
13.2.3. Philips
13.2.4. Panasonic
13.2.5. BlueAir
13.2.6. Atlanta Healthcare
13.2.7. Kent
13.2.8. Sharp India
13.2.9. Crusaders
13.2.10. LG
14. Strategic Recommendations
15. Disclaimer
India Air Purifier Market Outlook, 2021 Page 4

List of Figures
Figure 1: India Air Purifier Market Size By Value 2010 - 2014 (INR Crore)
Figure 2: India Air Purifier Market Size By Value 2015F – 2021F (INR Crore)
Figure 3: India Air Purifier Market Size By Volume 2010 - 2014 (Thousand Units)
Figure 4: India Air Purifier Market Size By Volume 2015F – 2021F (Thousand Units)
Figure 5: India Air Purifier Market Size By Price Range 2014 & 2021 (Units)
Figure 6: India Air Purifier Market Share By End User Segment 2014 & 2021F
Figure 7: India Air Purifier Market Share By Application 2014 & 2021F
Figure 8: India Air Purifier Market Share By Technology 2014 & 2021 (Units)
Figure 9: India Air Purifier Market Share By Region 2014 & 2021F
Figure 10: India Air Purifier Market Share By City 2014 & 2021F
Figure 11: India Air Purifier Market Share By Distribution Channel 2014 & 2021F
Figure 12: India Air Purifier Market Share By Value By Company 2014 & 2021F
Figure 13: India Air Purifier Market Share By Volume By Company 2014 & 2021F
Figure 14: Design of Air Purifier System
Figure 15: Pollution Index of top 10 cities of India 2015
Figure 16: Components of Air Purifier System
Figure 17: India Air Purifier Market Average Selling Price 2010 - 2014 (INR)
Figure 18: India Air Purifier Market Average Selling Price 2015F – 2021F (INR)
Figure 19: India Air Purifier Market Share By Penetration 2011 – 2021F
Figure 20: India Air Purifier Market Import By Value 2010 - 2014 (INR Lakh)
Figure 21: India Air Purifier Market Export By Value 2010 - 2014 (INR Lakh)
Table 1: India Economic Profile – 2014
Table 2: Import Duty Structure of air purifiers
Table 3: Key Facts of Eureka Forbes
Table 4: Key Facts of Daikin India Pvt. Ltd.
Table 5: Key Facts of Philips India Pvt. Ltd.
Table 6: Key Facts of Panasonic India Pvt. Ltd.
Table 7: Key Facts of Blueair India Pvt. Ltd.
Table 8: Key Facts of The Atlanta Healthcare
Table 9: Key Facts of Kent RO Systems Limited
Table 10: Key Facts of Sharp India Limited
Table 11: Key Facts of Crusaders India Pvt. Ltd.
Table 12: Key Facts of LG Electronics India Pvt. Ltd.
List of Tables
India Air Purifier Market Outlook, 2021 Page 5

1. Executive Summary
Air Pollution is one of the major issues that are going on in the world. Air purifier is a device
which acts as an aid in such environment. Air purifier is a device that removes contaminating
particles (such as dust, pollen, and dander) from the air and purifies it for the people to breathe.
Air Purifier is a product with major portion of the sales going to those homes where either a
person is sick or is suffering from asthma or some other allergies. Recently, with media being
the source of breaking the ice to the common people about the increasing pollution in the
environment has led to a flare of awareness about the availability of the product to prevent the
same.
The Air Purifier market is at an emerging stage in developing countries like China, India etc. The
global players are eyeing these highly potential markets to grab a share. Particulate matter 2.5
micrometres or less in diameter (PM2.5) is produced by incomplete combustion of fossil fuels
and biomass and one of the biggest concerns. One-hundredth the thickness of a human hair,
PM2.5 can penetrate deep into the lungs and blood stream and is dangerous at any
concentration. The International Agency for Research on Cancer (IARC) concluded in 2013 that
particulate matter is carcinogenic to humans. With PM 2.5 concentration increasing in the
environment the demand of air purifier is expected to surge on a very high scale.
There are many factors that are associated with an air purifier. Factor like energy efficiency, air
flow, CADR affect the performance of any air purifier
Energy Efficiency
The energy efficiency of an air purifier can be checked by considering how many watts of power
it uses. If wattage information is unavailable, multiply the number of volts by the number of
amps. Options range from air cleaners that operate on around Xxxx watts to models that run on
Xxxxwatts or more when on the highest setting.
India Air Purifier Market Outlook, 2021 Page 6

ACH
The air changes per hour, or ACH, of an air purifier is an significant characteristic. It reflects the
number of times in an hour that an air cleaner exchanges the air in a room. Air purifiers with
ACH ratings of four or higher exchange the air at least four times per hour which is considered
good.
CADR
Clean air delivery rate or CADR is a rating is assigned by the Association of Home Appliance
Manufacturers, or AHAM. The higher the CADR is the more effective an air cleaner is at
purifying the air.
Now technology-wise the air purifier can be differentiated on the basis of air puirifers that are
used in any air purifier. HEPA Filters is one of the most effective filters which pulls at least Xxxx
percent of particles from the air. Ion and ozone generators, electrostatic precipitators, prefilters
are some of the filters that are used in the air purifier system. Also, the forthcoming new
technologies are a major growth driver in the air purifiers market. Research and innovation of
technology has a great effect on the demand of air purifiers in the market. Cost is responsible
for the larger part of the society to afford the product. Strengthening of the weak distribution
channels, creating awareness, intensive marketing and increasing penetration into the tier I&II
markets, which are some of the few major challenges, will affect the positive growth of this
industry in the future.
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2. India Air Purifier Market Outlook
Pollution in the air has a very adverse effect on people, health wise and beauty-wise along with
the ecosystem. Indoor air pollution is the main cause of growing health problems of infections,
asthma and even lung cancer. The indoor air may even cause side effects like headaches,
fatigue, congestion, nausea and irritation in eyes. The air pollution is caused by majorly caused
by industries which contributes to Xxxx% of the pollution, followed by transportation accounting
to Xxxx% of the pollution and the rest agriculture, commercial products and others recording
to pollution of Xxxx%, Xxxx% and Xxxx% respectively.
According to study organized by WHO, Xxxx out of the Xxxx most polluted cities in the world are
in India by 2015, Delhi being the second most polluted. India is one of the prime targets of air
pollution as according to WHO air pollution is the fifth largest killer in India. Fuel wood and
biomass burning, fuel adulteration, vehicle emission and traffic congestion are some of the
major reasons for the continuously polluting air in India. Indian consumers were under the
misconception that pollution affects only if you stay outdoors. But the indoor air is equally
polluted due to the microorganism’s presence everywhere. Air purifiers are high-tech devices
that purify the indoor air by removing impurities such as dust particles (including PM 2.5
particles the tiny particulate matter that causes the most damage to human health), pollen,
smoke and other airborne irritants.
The air purifier market is at a very nascent stage in India with revenues worth INR Xxxx crore
acquired in 2014. The air purifier market is directly dependent on the health factor of the people.
With the number of people affecting from diseases is going on increasing, the air purifier market
is expected on a continuous rise. Volumetrically, the air purifier market grew with a CAGR of
Xxxx % from 2010 to 2014.
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Air Purifier is a product which is expected to grow like the water heater market in India. Air
purifier is mostly used in the commercial application but now with the increasing awareness
among the people, the use of air purifier in the residential sector is also on a surge. In the
commercial sector, the hospitals, hotels, motels, museums and various other educational
institutes are involved. Delhi, Bangalore, Guwahati, Mumbai are some of the most populated
cities in India experiencing the highest demand of air purifiers.
Technology is also one of the governing factors in the growing market of air purifier in India.
Filters are the most important component of an air purifier which filters the air. HEPA filters
dominate the air purifier market. Electrostatic precipitators follow the lead and are usually used
along with the HEPA filters. The leading companies are continuously on the innovation in
technology which will benefit the asthma patients and the other respiratory patients. With the
innovation in technology, the air purifier market is also expected to take a big leap. The leading
brands in the air purifier marker are Eureka Forbes, Daikin, KENT, LG, Sharp India. The new
entrants in this market are increasing as the product is new and India poses as one of the most
potential market for air purifiers. The increasing awareness among the people, the rise in the
disposable income of the people, increasing lifestyle and health consciousness are some of the
factors that will drive the air purifier market in India.
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2.1. Market Size
2.1.1. By Volume
2.1.1.1. Overall Market
The air purifier market is directly related to the deteriorating health of the Indian customers year
by year. Once Indians start to become conscious about the indoor pollution levels, this market
has a potential to be as big as the water purification market in India. China and India have the
world's highest average exposure to PM 2.5, according to the 2014 Environmental Performance
Index, which is jointly compiled by Yale and Columbia universities. The smaller PM2.5 was
particularly deadly, with a Xxxx% increase in lung cancer per 10μg/m3 as it penetrated deeper
into the lungs. These factors make the ground for the market of air purifier in India.
Figure 3: India Air Purifier Market Size By Volume 2010 - 2014 (Thousand Units)
100
90
80
70
60
50
40
30
20
10
0
2010 2011 2012 2013 2014
Source: Bonafide Research
In terms of volume, the air purifier market had sales of Xxxx in 2010 which increased with the
increasing market and the volume increased with an annual growth of Xxxx% from 2010 to
2014. In some of the metro cities of India, air purifies also pose as a status symbol which also
has a considerable market share in volume terms. The people now focusing on health before
money is also an emerging trend in India which will lead to the increasing market of air purifier in
India in terms of volume. The volume sales increased to reach Xxxx units with a CAGR of about
India Air Purifier Market Outlook, 2021 Page 10

Xxxx%. With the organized players emerging into the market with various products and models
with additional features the volume is expected to surge higher into the market.
Figure 4: India Air Purifier Market Size By Volume 2015F – 2021F (Thousand Units)
350
300
250
200
150
100
50
0
2015 2016 2017 2018 2019 2020 2021
Source: Bonafide Research
The World Health Organization reports that the Indian capital records an average PM 2.5
reading of 153 micrograms per cubic meter. That’s nearly triple the level in Beijing no slouch
when it comes to smog and more than ten times the average in New York City. The National
Green Tribunal has ordered the Government to equip the educational institutes and the
commercial establishments with air purifiers. The hospitals are one of the important segments
where the air purifiers serve. The microorganisms of the diseased patient can affect others
health. Air purifier functions well in these areas which needs immediate purification of air.
Nowadays, hotels also provide rooms with high – end expensive air purifiers which is also
driving the air purifier market in India. The air purifier market was specifically used in the
commercial segment back then, but now with people being aware about the pollutants in the
indoor air as well, air purifiers are expected to be a daily product in the residential segment as
well. Volumetrically, the air purifier market is expected to reach Xxxx units in 2015 which is
expected to grow with an expected CAGR of Xxxx% to reach volume sales of Xxxx units till
2021.
India Air Purifier Market Outlook, 2021 Page 11

2.2. Market Share
2.2.2. By Application
Residential and commercial are the different end users in the air purifier market in India. Now,
the applications where the air purifiers are used are: Hotels, hospitals, educational institutes,
offices, museums and homes.
Figure 7: India Air Purifier Market Share By Application 2014 & 2021F
Hotels
Hospitals
Educational
Institutes
Offices
Museums
Others
Source: Bonafide Research
Hospitals are one of the core applications of an air purifier system. The complex hospital
environment requires particular attention to ensure a healthy Indoor Air Quality (IAQ) to protect
patients and healthcare employees against hospital-acquired infections and occupational
diseases. The medical air purifier is an ideal solution for hospitals and other health amenities
that are constantly exposed to potentially dangerous air particles. Medical facilities are under
constant attack from dust mites, bacteria, virus, molds etc. and odor issues whether they come
from coughing patients, soiled linens, contaminated countertops or other sources. Hospitals
acquired a share of Xxxx% in 2014 which is surely expected to increase in the coming years.
By 2021, it is expected that innovation in technology will lead to hospitals becoming the largest
share holder in air purifier market in India. Hotels segment to Xxxx% of the air purifier market by
application which is expected to reach to become Xxxx% by 2021. With increase in
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urbanization and the trend of earning more and more money, people are spending almost Xxxx
% of their time in their offices and homes. The poor air quality of the indoor atmosphere can
intensely affect the health, comfort, and productivity of building occupants. Various brands have
multiple models of air purifier for the offices and other areas in the organization. They can solve
virtually every indoor air quality problem in your office, retail store, restaurant, fitness center,
industrial building, assisted living facility, or any other structure. Offices cater to Xxxx% of the
air purifier market in India in 2014. With the increasing number of SOHO’s and SME’s in every
nook and corner of India, the air purifier demand in the offices is also expected to reach Xxxx%
till 2021. Educational institutes are other growing segment in the air purifier which account to
Xxxx% of the market currently which is forecasted to reach Xxxx% by 2021. The government is
taking measures to install air purifiers in the institutes to ensure health issues of the infants. So,
apart from residential places, commercial segment are responsible for the growth of the air
purifier market in India.
India Air Purifier Market Outlook, 2021 Page 13

13. Competitive Landscape
13.2. Company Profiles
13.2.1. Eureka Forbes
Eureka Forbes is a consumer durable company which was formed from a joint venture between
the Shapoorji Pallonji Group’s Forbes & Company Ltd. based in Mumbai and Electrolux of
Sweden in 1982. Eureka Forbes started as a small firm to introduce domestic water purifier the
Aquaguard and is now a multi-product, multi-channel organization. Eureka Forbes sells direct in
India. The customer has always been at the centre of their business and they are constantly
expanding their ways of reaching out to them to understand their needs and aspirations.
Passion for delivering with excellence has always motivated us to come up with high quality
products to ensure satisfaction and the wellbeing of the families.
Eureka Forbes was born in 1982 with the vision of bringing happy, healthy, safe and pollutionfree
living to customers through lasting relationships as Friends for Life. They have since grown
to become an over Rs. Xxxx multi-product, multi-channel organisation that is part of the
Shapoorji Pallonji Group and has over eight million satisfied customers and a reach of over
Xxxx cities and towns.
In addition to Asia’s largest direct sales force, they have a consumer channel of over Xxxx
dealers, an institutional channel Forbes Pro Solutions that has water projects, cleaning solutions
and railways divisions as well as an inventive business partner network and a rural channel.
One of the most expansive service networks in India backs these channels. They have also
extended their presence to the global market as Forbes Lux in a joint venture with Lux
International, Switzerland
In a similar endeavor, they introduced direct selling in India and pioneered the water and air
purification systems, vacuum cleaners and security systems. They have since added channels
India Air Purifier Market Outlook, 2021 Page 14

to enhance their reach and respond effectively to the needs of their customers. Their Consumer
Channel was established to effectively respond to the expectations of customers looking for the
means to safer and healthier living. It offers them a range of water purification and home
cleaning products through a network that has rapidly spread to encompass over Xxxx dealers
across over Xxxx cities and towns across India.
Valuing the special bond it shares with customers, their team puts in extra efforts to maintain
and deliver products of unmatched quality. Strict adherence to quality control policies ensures
that its products meet the customer expectations in every way. Crafted carefully to meet the
needs and suit the lifestyle of modern-day customer base, these home products are extremely
convenient to use. Eureka Forbes products for home feature the latest technology that simplifies
tasks, enhances efficiency levels and saves time. The comprehensive range of products offered
by Eureka Forbes are a perfect blend of personal touch with professional craftsmanship making
them stand out.
Their products have led and dominated the water and air purification systems, cleaning systems
and security systems categories. Aquaguard, their flagship water purifier brand sold through the
direct sales channel, is trusted by over 40 mn people whilst on retail shelves, the AquaSure
range provides safe drinking water to homes even without electricity and running water and the
Forbes range for homes and offices at different price points. They also have an institutional
range and customised solutions for the rural market and they have recently launched Aquasure
packaged drinking water. Their Euroclean range of vacuum cleaners has over 3.5 mn
customers and they also have the Forbes range on retail shelves and commercial and industrial
cleaning products. They were the first to introduce state-of-the-art Euroair Air Purifiers that
ensure clean, safe air and pollution-free homes. They also market domestic electronic security
systems under the brand Eurovigil and they recently entered and revolutionized the fire safety
category with Fireguard portable fire extinguishers with a patented and innovative space age
India Air Purifier Market Outlook, 2021 Page 15

technology fire suppressant. The air in your home can be up to 10 times more polluted than
outdoor air. Pollutants like dust, allergens, mold, spores and bacteria are invisible to the eye but
have an adverse effect on health. Aeroguard’s superior purification technology helps remove
allergens and maintain a healthy environment in your home. Get the Aeroguard with ACTON
for a healthy and allergen-free environment for you and your loved ones. The air quality inside
your car can be up to 5 times more polluted than outside air, as micro-particles dust, pollen,
harmful gases, viruses and bacteria are not filtered and remain inside the car. Most airconditioning
systems are ineffective in keeping these pollutants out. Aeroguard Car Air Purifier
effectively reduces germs, bacteria, viruses, mould, fungus and odour from your car making it a
healthy & comfortable drive for you and your loved ones.
Table 3: Key Facts of Eureka Forbes
Founded 1982
Parent Company
Key people
Industry
Headquarters
Other manufacturing/
distribution centers
Number of employees
Forbes & Company Ltd
Suresh Goklaney (Vice Chairman)
Home Appliances
B1/B2, 701, 7th Floor, Marathon Innova Marathon
NextGen, Off Ganpatrao Kadam Marg Lower Parel,
Mumbai – 400 013, India.
Amapara, West Bengal, Hyderabad
10000 (approx)
Contact Number +91 22 3044 9700
Web Address
Products
Revenue (2013-14)
www.eurekaforbes.com
Water purifiers, Vacuum Cleaner, Air Purifier, Security
System
INR Xxxx Crore
Source: Company website, Annual Report
India Air Purifier Market Outlook, 2021 Page 16

15. Disclaimer
The contents of this report are based on information generally available to the public from
sources believed to be reliable. No representation is made that it is timely, accurate or
complete. Bonafide Research has taken due care and caution in compilation of data as this has
been obtained from various sources including which it considers reliable and first hand.
However, Bonafide Research does not guarantee the accuracy, adequacy or completeness of
any information and it is not responsible for any errors or omissions or for the results obtained
from the use of such information and especially states that it has no financial liability whatsoever
to the subscribers / users of this report. The information herein, together with all estimates and
forecasts, can change without notice.
All the figures provided in this document are indicative of relative market size and are strictly for
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India Air Purifier Market Outlook, 2021 Page 17