Philips India has become the latest entrant in the air purifier segment, keeping in line with its strategy to grow its business by offering innovations in the personal health and well-being space.

The company’s range of air purifiers initially will be sold in Delhi, Mumbai and Bangalore. The product will come in four variants priced in the range of ₹16,995-₹49,995.

Jayati Singh Chakraborti, Marketing Director, Health & Wellness (Air and Coffee), Philips Consumer Lifestyle India said: “The air purifier segment is still a nascent segment in the country but given the growing pollution, we thought it was the right time to bring in this product to India.”

She added that while consumers know about outside air pollution but lack awareness about indoor air-impurities and pollutants.

The company’s range of air-purifiers is built for maintaining indoor air-quality in the residential space and targeted at families as well as consumers who suffer from allergies or respiratory ailments. Industry estimates have pegged the air purifier segment at ₹150 crore in the country.

Some of other consumer appliance companies that are currently present in the segment include Sharp, Panasonic, and Eurkea Forbes. Chakraborti said that the segment has been growing at 45-50 per cent CAGR in the past few years and expected to grow at 60-65 per cent CAGR in the coming years.

“The idea is to focus on educating the consumers, creating this category in the first year and then scaling it up,” she said.

The company will initially be importing the product. It will not only look at a retail-led push for the product but also engage with medical professionals like doctors to push sales.