Swedish firm Blueair set to ramp up product distribution in retail space

Meenakshi Verma Ambwani New Delhi | Updated on January 16, 2018

Aims to grab 20% market share in air-purifiers in 5 years

Swedish air purifier company Blueair is set to ramp up distribution of its products in the offline retail space in the next few months. The company’s products, which are currently available in Mumbai and Delhi, will be seen on retail shelves in the top 50-60 cities by next year.

“We are ramping up our distribution and by mid-2017 our products should be available across the country. At the same time, we are also in talks with e-commerce platforms to ramp up our online presence. Setting up a few brand stores is also part of our plan,” said Girish Bapat, Director -West and South Asia Region.

The company has launched two new ranges of air purifiers -- the affordable range called Blueair Blue priced ₹22,990 onwards and Blueair Classic priced ₹55,000 onward.

With air pollution rising in Indian cities, companies such as Blueair are betting big on the nascent air purifier market, which is expected to touch the inflection mark by 2020-21. Bapat said while awareness about air pollution levels among consumers is increasing, this is not yet translating into significant sales volumes for more than a dozen brands in the segment.

In August this year, Unilever Plc announced that it is acquiring Blueair, whose top markets at present include China, the US, Japan and South Korea.

“As the Indian market for air purifier expands, our objective will be to address different segments and come out with new products at affordable prices every six months. We are working on getting the equation of value and affordability right. We are aiming for a 20 per cent market share in the air purifier market by 2020-21,” he added.

Asked if the company would start manufacturing its products in India, Bapat said: “It is imperative for us to look at making India a manufacturing base as domestic consumption will be high. We are working on it and hope to be manufacturing ready in the next three to four years.”

Published on October 06, 2016

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