Amway India Strengthens its Consumer Durable Category with the launch of Next Gen home air purifier- Atmosphere Mini

– Certified by Allergy UK for removing the maximum number of particles and pollutants known to cause allergies

– Atmosphere Miniâ„¢ treats indoor air by removing particles as small as 0.0024 microns with an efficiency of 99.99% 1

– With over three decades of expertise in air treatment solutions, Amway is bullish about the growth of the air purifier category; aims 20% of the market by 2020

Amway India, the country’s largest direct selling company 2 , announced the launch of Atmosphere Mini™– indoor air purifier. Amway, the makers of Atmosphere™- the world’s largest selling home air treatment products 3 , has developed Atmosphere Mini™ which is equipped with better than HEPA 4 grade filter to capture particles as small as 0.0024 microns with a single pass efficiency of 99.99% 5 .

Atmosphere Miniâ„¢ comes with the Allergy UK Seal of Approval, making it one of the very few air purifiers to be certified to remove over 100 contaminants identified by Allergy UK as common triggers of allergies.

Speaking on the launch of Atmosphere Mini™, Anshu Budhraja, CEO, Amway India said, “Air Pollution is a serious issue in India with the majority of people breathing air 10 times or more, over the WHO safe limit 6. Air pollution is experienced in different forms throughout the year across the country. Therefore, there is a growing need for air purification solution to breathe better and stay healthy. As global experts in air treatment systems, Atmosphere Mini™ is a next-generation air purifier, which is equipped with better than HEPA grade filter that removes particles as small as 0.0024 microns with a single pass efficiency of 99.99% 7  and comes with Allergy UK Seal of Approval 8 . Amway has over 30+ years of expertise in making home air treatment systems and Atmosphere Mini™ is one of the best-suited air treatment solutions for the Indian conditions.”

Further talking on the category, he added, “We forayed into the air purifier market last year with the car air purifier – Atmosphere Drive which is the world’s number one selling car air treatment product 9 . Within a year of the launch, Drive emerged as one of the top-selling brands in the car air purifier market. Encouraged by the overwhelming response from our consumers and the potential of the category, we are now introducing Atmosphere Mini™ and are aiming to capture a sizeable market share of 20% in the air purifier category by 2020.”

The air purifier market in India stood at INR 312 crore in 2018 and is expected to register a CAGR of over 24% over the forecast period 2018-2023. The market size of the air purifier industry is estimated to reach INR 896 crores by 2023