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

Amway India, the country’s largest direct selling company, announced the launch of Atmosphere Mini™– indoor air purifier. Amway, the makers of Atmosphere™- the world’s largest selling home air treatment products, has developed Atmosphere Mini™ whichis equipped with better than HEPA grade filter to capture particles as small as 0.0024 microns with a single pass efficiency of 99.99%. Atmosphere Mini™ 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™, AnshuBudhraja, 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. 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% and comes with Allergy UK Seal of Approval.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 isthe world’s number one selling car air treatment product. Within a year of the launch, Drive emergedas 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.  Commenting on the product Atmosphere Mini™, Ajay Khanna, Category Head - Wellness, Amway India, said, “As a leader in the nutrition & wellness category, we endeavor to offer solutions that truly meet consumer needs and expectations with the aim to improve overall wellbeing. With the increasing awareness of the issue of air pollution and health-consciousness amongst consumers, the market for air purifiers has opened with consumers seeking the best solutions.We are very bullish about the category and will be supplementing the growth of the category by driving large scale consumer education and adoption through our network of direct sellers who are trained on the product as well as driving awareness through comprehensive social media campaigns, and on-ground activations.”
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