The economics of clean air

WITH WINTER POLLUTION NOW A GIVEN, AIR PURIFIER BRANDS ARE USING THE SEASONAL SPIKE TO PUSH YEAR-ROUND ADOPTION

- GEETIKA SRIVASTAVA

WINTER POLLUTION MIGHT no longer be an anomaly, but air purifier brands don't want their fortunes tied to a single season. As pollution episodes become a predictable civic concern, brands are using the October-December spike as a launchpad to reposition purifiers as year-round wellness devices.

Mohit Anand, co-founder & CEO, Secure Connection Ltd, the authorised global brand licensee of Honeywell, says the company is positioning air purifiers as "a year-round wellness essential", noting steady demand from households managing asthma, allergies or new-born care. Anmay Shahlot, co-founder, Atovio, which sells wearable air purifiers, echoes this shift, pointing out that "anything above AQI 100-150 affects health," creating use cases even in FebruaryApril months or closed office spaces.

Predictably, brands ramp up digital advertising across search, in platform, social media, and programmatic. Offline media such as print advertisements, retail activations and in-store displays are also significantly scaled up. While the acquisition cost remains high, marketers see the spends as a strategic investment to drive recall at the moment of strongest intent.