10-11-2017 NIJHUM RUDRA
When it comes to air pollution, people only think about smog and dangerous car secretion. But, this outdoor air pollution turns out to be more hazardous when it becomes indoor air pollution and it happens when certain air pollutants from particles and gases contaminate the air of indoor areas.
In order to tackle these impediments, Honeywell invents and manufactures technologies that address the need of the above trouble with its state-of-the-art indoor air purifiers. As a Fortune 100 company with approximately $40 billion in sales in 2015 and 118% total share owner return over the last five years, Honeywell has established a track record of strong financial performance over the time.
We spoke to Sudhir Pillai, General Manager, Honeywell Home and Building Technologies, India about the various scenarios of Indoor pollution, the current market scenario of air purifier in India and the steps required to augment the same.
By Nijhum Rudra
1. What are the top causes of indoor air pollution?
Asbestos is the foremost causes of indoor air pollution and can be found in numerous materials utilized mainly in the construction and automotive sector. They are most commonly found in coatings, paints, building materials, and ceiling and floor tiles. The other possible causes of indoor air pollution include furnishings, cleaning agents, cooking, pet dander, aerosols, fumes from paints and upholstery, and accumulated dust in enclosed spaces all contribute to indoor pollution, which can be 10 times higher than outdoor air pollution.
2. What are the best ways of tackling some of these sources of indoor air pollution?
Simple measures can profoundly affect the air we breathe inside our homes:
However, a more scientific way of reducing indoor air pollution, especially in closed spaces, is by using an air purifier.
3. How big is the air purifier market in India? What is Honeywell’s share of the air purifier market?
In 2016, the air purifier market in India witnessed a sale of ~125,000 units. Volumes are expected to double this year based on market research by companies like TechSci and 6w research.
4. What is the potential for the air purifiers market in India over the next five years?
With growing awareness about indoor air pollution, and as consumers experience the benefits of using air purifiers from trusted brands like Honeywell, the category could grow more than 10 times in the next five years.
5. How are Honeywell air purifiers different from other purifiers in the market?
The Honeywell Air Touch range of air purifiers comes with the assurance of the company’s patented HiSiv technology, HEPA filter, and pre-filter. The three-layer filter combination eliminates large dust particles, PM2.5, bacteria, formaldehyde, harmful gases, and volatile organic compounds. The filtration technology is recommended for Indian homes by Indian Medical Academy for Preventive Healthcare. These air purifiers are designed to be intuitive and come packed with user friendly features.
The latest feature is real time ambient air pollution measurement, which most air purifiers do not offer. The Honeywell Air Touch Gold and the Move Pure car air purifier arevery well received by consumers. We are confident that the newly introduced Air Touch I8 and Air Touch A5 will be equally liked by consumers.
7. Honeywell has the broadest portfolio in air purifiers. Can you tell us more about the range?
Honeywell is a leading brand in the indoor air purification space with one of the widest portfolio available to address pollution inside homes, cars, and institutions. So, whether you are at home, at work, or travelling, we have an indoor air purifier for you.
Its complete range of air purifiers is available on e-commerce platforms like Amazon, Flipkart, and PayTM, and offline channels, including large and small format retail stores.
8. On what basis should one select the air purifiers? What is an average life span of the filter and usually what is the cost for replacing the filter?
The lifespan of a filter is largely dependent on the usage of the product and the pollution level. However, HEPA filter life can last up to two-three years under the right conditions, though one year is more realistic in spaces with larger amounts of particulate matter in the air.
The pre-filter in Honeywell Air Touch range of air purifiers is washable. The air purifiers filter cost ranges from INR 2500 to INR 6000 depending on the model.
9. For your latest launch, you have collaborated with Kareena Kapoor Khan. What is the reason for choosing Kareena Kapoor Khan for this endorsement?
Honeywell is a Fortune 100 diversified technology conglomerate, positioned to become a software-industrial leader. The customer for our technology and engineering solutions has been mostly B2B even though the end-consumer has always been a beneficiary.
Now for products like the Honeywell Air Touch air purifier, the buyer is a digitally aware end consumer. Accordingly, it is imperative for us to go B2C. You will find these products across e-commerce platforms like Amazon, Flipkart, and PayTM, as well as large- and small-format retail stores already.
Today, women are the more significant buying-decision makers around the world. Ms. Kareena Kapoor Khan is not only a lifestyle icon, she is also seen as a person of discerning taste and choices. She is a successful woman professional, health and fitness-conscious, and a mother. She represents an increasingly influential consumer segment, and stands for the value, lifestyle, and healthcare benefits that the Honeywell Air Touch air purifiers stand for.
10. How do you think this campaign will stand out, and what do you expect this campaign to achieve?
Even though the market is bombarded with commercials everywhere, in the indoor air purification space, there is limited consumer awareness around indoor air pollution. Most people assume that once you shut yourself in a home, you are protected from outdoor air pollution. That is not true. Cooking, incense, pet dander, aerosols, fumes from paints and upholstery, all contribute to indoor air pollution. This campaign will help us raise public awareness about the hazards of indoor air pollution. Secondly, we have technology available today at an affordable price, which is an immediate, ready-now solution, especially for those who are sensitive to indoor air pollution.