Toxic air drives surge in air purifier sales across Delhi-NCR

For several years now, around October Delhi's skyline turns into a blur and the air heavy with pollutants. Today, as well, a dense, smoky haze settled over the region with the capital’s air quality being trapped in the ‘very poor’ category, with an overall Air Quality Index (AQI) of 316, according to the Central Pollution Control Board (CPCB).

As many as 28 monitoring stations across the city recorded readings above 300 - a level known to trigger breathing discomfort and eye irritation even among healthy individuals.

The worsening air has not only sparked public concern but also triggered a sharp surge in the sale of air purifiers, a product that once saw only seasonal interest in select metro households.

We’ve witnessed a strong 5X increase in air purifiers compared to typical days and Delhi-NCR witnessing a sharp 20X surge,” said K N Srikanth, Director, Home, Kitchen and Outdoors at Amazon India. The company has seen demand spike across price categories — with the economy range (below ₹10,000) growing 75% year-on-year, the mid-range (₹10,000–₹20,000) up 70%, and the premium segment (above ₹20,000) surging 150%.

Flipkart, too, is reporting a surge in demand. “The sharp decline in air quality across a few cities has become a serious concern, with more people seeking immediate ways to protect their homes and health,” said a Flipkart spokesperson. On Flipkart, demand for air purifiers in Delhi NCR has surged 8X in just the first two days of November compared to the first week of October. Orders through Flipkart Minutes have also seen a 12X rise in Delhi NCR.

The platform, the spokesperson added, is leveraging its quick-commerce and logistics network to meet the spike in urban demand. “At Flipkart, we are committed to addressing our customers' requirements by offering timely access to essentials, and our robust infrastructure helps us cater to their evolving needs more efficiently,” the spokesperson said.

Retailers say the demand isn’t just about panic buying during smog season anymore. Consumers are increasingly treating air purifiers as essential household devices. “We have witnessed strong double-digit year-on-year growth in the Air Purifier category, driven by worsening air quality and rising consumer awareness about the importance of cleaner indoor environments,” said Anurag Kumar, Chief Growth Officer at Eureka Forbes. “Demand has picked up sharply since early October, ahead of the festive season, as consumers are proactively seeking long-term air quality solutions rather than short-term fixes.”

This shift is visible in buying patterns. Srikanth said that customers are increasingly choosing from a wide range of models starting at ₹4,999 from brands such as Philips, Honeywell, Eureka Forbes, Dyson, Coway, and Levoit. “We offer over 30 models with one-day delivery options across Delhi-NCR,” he noted, adding that cleaner air and healthier homes have become key priorities for urban buyers.

Kumar added that the rise isn’t limited to entry-level models. “First-time buyers are opting for basic models starting at ₹4,999, while evolved consumers are upgrading to premium, smart purifiers with real-time PM 2.5 displays and app-based controls,” he said. “Our Forbes Air Purifier range is designed to meet these evolving needs, enabling users to monitor indoor air quality in real time and achieve purified air in 10 minutes.”

Short-term uptick?

However, not everyone sees this surge as a sign of lasting change. B. Thiagarajan, managing director of Blue Star, offered a more cautious view of the market’s potential. “Every year around Diwali, the air purifier market picks up for about one and a half to two months. After that, it goes back to square one,” he said. According to him, the total market size in India remains small — around ₹250 crore annually — and is largely concentrated in Delhi and Mumbai. “Even in Delhi, not even 1% of the houses own an air purifier,” he pointed out.

Thiagarajan questioned the long-term relevance of the category, noting that air purifiers work only in enclosed, air-conditioned rooms. 

Blue Star, he added, has kept its focus on embedding purification features within its air conditioners rather than pushing standalone purifiers. “For us, this is not even a ₹10 crore segment,” Thiagarajan said. “Our direction has been to build as many filters as possible within ACs, so there’s no need for an extra gadget on the floor.”

Still, for retailers and manufacturers, the seasonal spike remains significant. Amazon, Flipkart, and brands like Eureka Forbes are expanding their product ranges and delivery capabilities to meet the short-term demand. “We’re complementing the demand with initiatives such as influencer collaborations, print campaigns highlighting AQI values, in-store smoke chamber demos, and multilingual live sessions,” Kumar said.

A report by Markets & Data estimates that the Indian air purifier market could still expand at a compound annual growth rate (CAGR) of 12.23% between FY2026 and FY2033 - from $151.52 million to $381.37 million - driven by rising pollution, urbanisation, and health awareness.

But as Thiagarajan pointed out, the bigger challenge lies outside the living room. “Beyond a point, pollution like Delhi’s cannot be handled through air purifiers,” he said. “People will have to shut the door, run the air conditioner, and sit but that’s not practical. The real solution lies in cleaning the air outdoors, just like China has largely solved its problem.”