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31,307-25.00USD/INR66.65-0.02PortfolioStocksMFETFGet ET Markets in your own languageDOWNLOAD THE APP NOWCHOOSE LANGUAGEENGENG - EnglishHIN - HindiGUJ - GujaratiMAR - MarathiBEN - BengaliKAN - KannadaORI - OriyaTEL - TeluguTAM - TamilLow reponse to Air Purifiers by consumers despite WHO's red flag to Delhi's airREAD MORE ON » Touch | Future groupIndian consumers don’t seem to have woken up to the idea of air purifiers, despite the World Health Organisation raising the red flag over the air quality in New Delhi Kolkata: Indian consumers don't seem to have woken up to the idea of air purifiers, despite the World Health Organisation raising the red flag over the air quality in New Delhi and several other cities reporting worsening levels of pollution. Marketers blame the inherent nature of local consumers for the low response to air purifiers, which remove contaminants from the air in a room. Indians look for instant gratification and visible result while purchasing any goods, especially health-oriented or which improve life, they say.

Air purifier sales are growing in India, especially after the recent WHO warning. But it is on a small base and the buyers are mostly expats and institutions, such as embassies, offices, government departments and luxury hotels. Air purifier makers say the market will touch just 20,000-25,000 units in 2015, and they are hopeful to double sales in 2016. But they say it is still a few years away for consumers to latch on to the category. Retailers blame high prices and the lack of consumer awareness about the new technology for the weak demand. "Consumers are slowly enquiring about it in retail stores, but still there is so much concern about whether air purifiers actually improve the air quality or even queries such as whether using it for a few hours at home will really help since people are mostly mobile nowadays," said Eureka Forbes' chief executive officer (direct sales) and senior vice-president (marketing), Marzin Shroff. Panasonic's India managing director and the president of industry body CEAMA, Manish Sharma, said though demand for air purifiers has gone up, it is at a slow rate.

"The market is still niche," he said. Manufacturers such as Philips, Panasonic, Kent and Eureka Forbes said consumers buying air purifiers are either for their kids or themselves if they are suffering from allergies, and their elderly parents suffering from respiratory problems. Kent chairman Mahesh Gupta said air purifier in India is yet to evolve and that it will happen only when consumers feel the need after falling repeatedly sick or doctors recommend it. "It's a slow process of evolution. It has happened even with water purifiers which is still an urban phenomenon," he said. India sales are moving in slow motion at a time when China's air purifier market is booming. Last year alone, more than 200 companies entered the market where consumer awareness is also on a high as increasing air pollution is choking that country's capital, Beijing. Manufactures in India are planning to launch consumer awareness programmes to push sales. Kent said it will soon start an advertising campaign about how air purifiers can remove particulate matter in air.