India is a horrendously polluted country. The air is pathetic indoors and out.

Air Purifiers are a proven, 200M+ units sold category in SEA. ~25 brands (Daikin, Mi, Philips, Toshiba, Sharp, Panasonic, Hitachi, +) have produced this outcome, manufactured predominantly by ~8 OEMs in Shenzhen.

India is at the start of this demand curve.

The category is currently pull only, entirely premium, and fully imported. Mi, Philips, Honeywell, and Coway do 70% of sales, and the remaining 30% is Dyson, Ikea, Qubo, Sharp, and Eureka Forbes, etc.

• ~350K — units/year across 9 brands

• ~2% — household penetration

• 40M — India TAM (households)

• 2× — nearly doubled each year, organically

Together, the industry does ~350,000 units per year across 9 brands. It's a space that has nearly doubled each year, entirely organically.

Out of a 40M household India TAM, current penetration is ~2%. Only Coway and Qubo do any semblance of category creation and push marketing.

Almost all products are uninspired catalogue picks of existing Chinese products.
There is nothing wrong with their offerings. They work great. This is pretty much a perfected product category. But their devices & filter replacements are prohibitively expensive, and poorly distributed even within e-comm. They're also, ugly.