A sharp rise in hazardous air pollution across India has triggered a significant spike in the demand for air purifiers. A new report from Croma, the Tata Group-owned electronics retailer, reveals that sales of these devices have climbed by a staggering 30 per cent year-on-year in 2025.
Delhi-NCR Drives National Demand, Budget Segment Dominates
The data, compiled from sales across Croma's 225 online and offline stores, paints a clear picture of regional urgency. The Delhi-National Capital Region (NCR) alone accounted for a massive 72 per cent of all air purifier sales at the retailer. This overwhelming share underscores the severe air quality challenges faced by residents in the capital and its surrounding areas.
Maharashtra followed at a distant second with 12 per cent of sales, while Karnataka contributed around four per cent. The study, released on Thursday, December 4, 2025, indicates that air purifiers are transitioning from seasonal luxury to essential household items.
"Air purifiers are no longer viewed as niche or seasonal products; they've become an essential year-round necessity, especially for customers in cities like Delhi NCR," a Croma spokesperson stated.
Consumer Preferences: White, HEPA Filters, and Premium Brands
When it comes to features, consumers showed a strong preference for proven technology. HEPA filters remained the top choice due to their effectiveness against dust, pollen, and mould. Many buyers opted for advanced models offering multi-layered protection, combining pre-filters, activated carbon, and UVC LED technology.
In terms of aesthetics, white was the most popular colour, making up 77 per cent of units sold. Black models accounted for 19 per cent, with metallic shades at four per cent.
The budget range of Rs 5,000 to Rs 15,000 formed the largest segment by volume, contributing 49 per cent of Croma's total air purifier sales. However, the super-premium category was not far behind, with a 36 per cent share, indicating a willingness to invest in higher-end products with better coverage and smart features.
Brand loyalty was pronounced, with Philips and Dyson together commanding 84 per cent of the overall air purifier sales at Croma in 2025.
Pollution Alerts Drive Immediate Action and Extended Warranties
The report highlights how consumers are reacting swiftly to environmental cues. Croma recorded its highest weekly air purifier sales ever in a single week, which alone made up 27 per cent of the company's annual sales for the product. This suggests direct correlation with visible pollution alerts, changing weather, and air quality news.
Furthermore, the trend shows a move towards securing long-term performance, with 12 per cent of customers opting for Croma's ZipCare extended warranty and service plans.
The spokesperson added that Croma's focus is on guiding customers to choose the right purifier based on room size, budget, and specific health needs, while providing access to advanced, well-designed technology.
