How India's Air Crisis Has Spawned a Thriving Pollution Economy For Air Purifier Companies, Startups and Even Creators

India’s air quality crisis shows no sign of abating. In mid-December 2025, Delhi’s Air Quality Index (AQI) spiked above 440, according to government sources, categorised as hazardous, prompting flight cancellations, transport delays and public health advisories. The wider Delhi-NCR region continues to log very poor to severe pollution levels, with nearby cities such as Panchkula and Rohtak also breaching critical thresholds in recent days. This has now permeated into other cities with urban spaces across India, from Kolkata to Himachal, from Mumbai to Bengaluru, stating low to poor AQI levels.

This environmental emergency is reflected in consumer behaviour and market data. India’s air purifier market, valued at hundreds of millions of dollars in 2024–25, is forecast to grow at double-digit compound annual rates over the coming decade, driven largely by rising health awareness and deteriorating outdoor air quality.

The Air Purifier Boom and Numbers That Cannot Be Ignored

The Indian air purifier market has experienced exponential growth, transforming from a niche luxury segment to a household necessity. According to industry reports, the market was valued at around Rs. 248 crore in FY24 and is projected to more than double to Rs. 564 crore by FY29, growing at a compound annual rate of roughly 18%. Other forecasts estimate the sector in 2025 at around USD 128 million (~Rs. 1,100+ crore), with some projections suggesting it could exceed USD 640 million by 2031 at a CAGR above 30% as awareness rises. 

Sales in India demonstrate stark seasonal peaks tied to air quality trends. Retailers report that a single winter week can account for more than a quarter of annual air purifier sales, while chains like Croma recorded a year-on-year sales jump of about 30% in 2025, reflecting heightened demand as smog worsens.

In cities such as Delhi-NCR, demand spikes even more dramatically: Amazon India noted a 20x increase in searches and purchases during severe pollution episodes compared with off-season periods. 

This surge has shifted how products are merchandised, major electronics retailers now dedicate entire sections to air quality devices, and e-commerce platforms report search volumes for terms like “air purifiers” multiplying several-fold during high AQI events, underscoring how deeply the crisis has rewired consumer behaviour. 

The demographic purchasing these devices has also evolved significantly. Initially confined to affluent households and expatriate communities, air purifiers now attract middle-class families, young professionals, and parents of small children.

Cities beyond metropolitan centres, such as tier-two and tier-three locations like Lucknow, Patna, and Kanpur, have witnessed remarkable upticks in demand as pollution spreads geographically. The average selling price has simultaneously decreased from approximately Rs.12,500 in the last FY to substitutes as low as Rs. 3500 this FY, making technology accessible to broader consumer segments.

Industry estimates suggest nearly 8 million air purifiers have been sold across India in the past three years, with projections indicating this figure could double by 2026.

Corporate Consolidation and Brand Perspective

Established players and emerging brands have swiftly capitalised on this burgeoning market. International giants like Dyson, Philips, and Honeywell compete alongside Indian manufacturers such as Kent, Eureka Forbes, and newer entrants like Atovio, each vying for market share in an increasingly crowded landscape. The sector has witnessed aggressive marketing campaigns, celebrity endorsements, and technological innovations ranging from HEPA filtration to UV sterilisation and smart connectivity features.

Atovio, one of the rising names in this space, offers insight into evolving consumer behaviour. According to the company, "We have seen a clear shift from occasional purchases to far more informed decision making. Consumers are increasingly both health-driven and influenced by wider environmental narratives. On one hand, people are tracking AQI levels, respiratory health and daily exposure during commutes and at home. On the other hand, there is a growing awareness that poor air quality is not an episodic problem but a long-term environmental reality."

Addressing the ethical dimensions of profiting from pollution, Atovio states, "Air pollution is not a market condition we celebrate. It is a public health crisis that demands responsible design and honest communication. We are careful about explaining what our products can address, where their limits lie, and how individuals can reduce exposure in practical ways."

The Subsidiary Economy and How Startups Are Breathing New Life

Beyond established manufacturers, pollution has catalysed an entire subsidiary economy of innovative startups and ancillary businesses. “People are definitely becoming more and more aware. Sales have thus increased for us; people are also searching for cheaper alternatives, and that is the market we are trying to capture and populate,” says a representative from one such startup.

Small-scale entrepreneurs have launched portable purifier rentals, filter replacement services, and installation consultancies. Co-working spaces and restaurants advertise their air purification systems as selling points, whilst property developers promote 'pollution-resistant' apartments with sealed windows and centralised filtration. 

“When we started building these, we weren’t thinking about creating a trend; we were responding to pain we saw in every neighbourhood. Pollution isn’t seasonal anymore; it’s constant. Our challenge isn’t just technology, it’s trust, helping people understand what works, and what doesn’t, in an environment where fear often outpaces facts,” says a representative from a IIT-IISC graduate startup, which has also shown up on Shark Tank.

The Creator Economy, DIY Solutions and Digital Influence

Perhaps most intriguingly, social media creators and influencers have discovered pollution as a lucrative content territory. YouTube channels dedicated to DIY air purifiers have garnered millions of views, with creators demonstrating how to construct makeshift filtration systems using box fans, HEPA filters, and basic materials—often at a fraction of commercial product costs. Instagram wellness influencers promote indoor plants, breathing exercises, and 'natural detox' methods, whilst lifestyle bloggers review and compare commercial purifiers, earning affiliate commissions.

These homemade solutions, whilst economically attractive, raise questions about efficacy and safety standards. Nonetheless, they've cultivated dedicated followings amongst budget-conscious consumers and those sceptical of corporate solutions.

“I started posting DIY purifier builds because so many people messaged me saying they couldn’t afford branded machines but were desperate to protect their kids. Making clean air a conversation, not just a product purchase, was my goal. Some of my videos now get hundreds of millions of views on YouTube. It is also very profitable for me. I know it is problematic to say this, but I am stating it here; it is my influencer mindset of content creation that comes in before this. I sometimes wish for the crisis to be relevant forever,” states a creator who makes viral DIY air purifier videos and reels which go into tens of millions of views under anonymity.

The appeal extends beyond economics. For many, following creator-led solutions represents empowerment, taking control of health in circumstances where institutional responses and corporate companies’ costs feel inadequate.

"In a country like India, air quality challenges are highly localised. Community inventors and startups understand on-ground realities and are developing affordable, practical, clean-air solutions tailored to local needs. Their role goes beyond products — they also create awareness around indoor air quality, correct usage, and maintenance. Going forward, the clean-air market will grow through collaboration, where large brands bring technology and scale, while local innovators build accessibility and trust," says Pallavi Saini Kalta, a content creator on Instagram famous as blisslore, famous for her viral videos on DIY air purifiers.

“Last winter, I saw my neighbour buying an air purifier like it was a fan, that’s how normal this has become. I wanted one too, but I knew it would be heavy on the pocket, thus after doing some research and watching creators test DIY versions, I realised protection isn’t just about having a device, it’s about knowing when and how to use it. We shouldn’t have to mask our lives around pollution, but until we fix the air, we are all just breathing through solutions that only treat the symptom,” says a customer at an air-purifier store in Delhi in Kalkaji who said they were there to just inquire prices, a process that made them even more vigorously dedicated to their DIY purifier product.

As pollution persists and intensifies, the ecosystem profiting from compromised air continues expanding. Whilst businesses provide genuine solutions to legitimate health concerns, the fundamental irony remains stark: an economy thriving precisely because the environment deteriorates.