Highlighting the needs to spread awareness about indoor air pollution and it’s harmful impact than outdoor air pollution and how Air Purifiers can confine the harmful impact of indoor air pollution, Mahesh Gupta, Chairman, KENT RO Systems Ltd has unveiled details of his recent foray into the same space.
What are the growing opportunities and challenges of Air Purifier market?
The most pressing challenge is to create awareness about its need and to educate consumers on the availability of right solution to combat indoor air pollution. Although, the media has created a stir in the minds of people by highlighting the menace of increasing air pollution, but, the consumer also needs to be educated about the solution to this problem.
The consumer needs to understand that indoor air pollution is more harmful than outdoor air pollution and that the indoor air pollution can be prevented by use of Air Purifiers. The opportunity lies in the fact that the modern consumer is aware and is willing to spend on health products to protect his family.
What is the current market size of Air Purifiers in India? How much is you brand’s share in it?
Since the market for Air Purifiers is at a nascent stage, it would be too early to gauge the size of market and our share in it.
In Indian market, there are several other brands which are also offering the same product and at the same price. What is the USP of your product? How are you enhancing the consumer experience?
Kent Air Purifier is based on the High Efficiency Particulate Arrestor (HEPA) filters. The HEPA filter used by Kent is a high grade state of the art filter developed by Japanese technology.
We have developed a three stage purification process, wherein the polluted air is first passed through a Pre-Filter, which absorbs the large sized particles in air. Then, the air is passed through a Carbon Filter, which removes the organic impurities like foul smell, VOC & NOX etc. Finally, air passes through the HEPA filter, which removes particulate matter and bacteria to make the Air absolutely clean and fresh.
What is your observation about the buying pattern of the consumer and what is the traction in India towards it?
The air pollution in India has increased exponentially in the past few years and the media has been a catalyst in positively highlighting the hazardous effects of Air Pollution to human beings.
The media attention has brought this issue into limelight and consumers have started showing interest towards Air Purifiers. There has been a perceptible increase in demand of air purifiers in past few months.
Are you supplying your product only in metros or its in demand at tier II & III cities as well?
We would be initially concentrating on the state capitals and tier I cities. And subsequently, we would expand our reach to all cities where the air pollution is a matter of concern.
How much investment being made by the company in Air Purifier products? What kind of margin are you expecting?
It is too early to focus upon the revenue targets. At the moment, we are working on making our presence felt in this segment.
What about the manufacturing facility?
We own manufacturing facility in Roorkee.
What is your business model and revenue model for the air purifier business?
It is a combination of direct marketing and white goods channel sales.
What is your strategy to grab the lion’s share in the market?
Make innovative products and do good promotion to increase its visibility.
What about the price and replacement cost of your product? What is your pricing strategy?
We are in the mid-price segment, but our products are of superior quality.
