Popular electronics retailer Croma has witnessed a significant 30% jump in year-on-year sales of air purifiers, according to recent data. This surge, recorded across both online and offline platforms, underscores a growing national concern over deteriorating air quality, with the Delhi National Capital Region (NCR) emerging as the epicenter of demand.
Regional Breakdown and Driving Factors
The sales figures for 2025 paint a stark picture of regional air quality challenges. Delhi NCR alone accounted for a massive 72% of Croma's total air purifier sales, highlighting the severe and persistent pollution problem in the area. Maharashtra followed at a distant 12%, while Karnataka contributed 4%, indicating a gradual rise in awareness in other states as well.
A spokesperson for Infiniti Retail Ltd, which operates Croma, stated that these devices have transitioned from niche products to household essentials. "Air purifiers are no longer viewed as niche or seasonal products," the spokesperson said. "They've become an essential year-round necessity, especially for customers in cities like Delhi NCR. Our focus is to guide customers in choosing the right purifier based on room size, budget, and health needs."
Consumer Preferences: Technology, Design, and Price
When it comes to technology, HEPA filters remain the top choice for buyers, prized for their efficiency in trapping dust, pollen, and mold spores. There is also strong demand for advanced models that offer multi-layered protection. These units typically combine pre-filters, activated carbon filters for odors, and UVC LED technology, providing a comprehensive defense against various pollutants.
Design aesthetics play a crucial role in purchase decisions. A clear trend towards minimalism is evident, with 77% of units sold in white, 19% in black, and 4% in metallic shades. This preference for neutral tones allows the appliances to blend seamlessly into modern home interiors.
On the pricing front, the mid-range segment of Rs 5,000 to Rs 15,000 was the largest, contributing 49% of total sales. However, a substantial 36% of sales came from the super-premium category, signaling that a significant segment of consumers is willing to invest heavily in high-end models equipped with smarter features and wider coverage areas.
Market Leaders and Category Dominance
The market continues to be led by two major brands. Philips and Dyson together commanded a staggering 84% of Croma's overall air purifier sales, reinforcing their stronghold in this rapidly growing category. Their dominance is attributed to brand trust, advanced technology, and effective marketing.
The sustained sales growth, particularly the pattern of bulk purchases, points to a profound shift in consumer behavior. Air quality is no longer just a seasonal worry but a constant factor influencing lifestyle and wellness purchases in urban India.
