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

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

–       Certified by Allergy UK for removing the maximum number of particles and pollutants known to cause allergies

–       Atmosphere Mini™ treats indoor air by removing particles as small as 0.0024 microns with an efficiency of 99.99%[1]

–       With over three decades of expertise in air treatment solutions, Amway is bullish about the growth of the air purifier category; aims 20% of the market by 2020

Amway India, the country’s largest direct selling company[2], announced the launch of Atmosphere Mini™– indoor air purifier. Amway, the makers of Atmosphere™- the world’s largest selling home air treatment products[3], has developed Atmosphere Mini™ which is equipped with better than HEPA[4] grade filter to capture particles as small as 0.0024 microns with a single pass efficiency of 99.99%[5]. 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™, Anshu Budhraja, 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[6]. 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%[7] and comes with Allergy UK Seal of Approval[8]. 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 is the world’s number one selling car air treatment product[9]. Within a year of the launch, Drive emerged as 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[10].

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.”

The Atmosphere Mini™ comes equipped with ‘Better than HEPA’ grade filter that effectively captures 99.99% particles, as small as 0.0024 microns. Which means, if 10000 particles of any size down to 0.0024 micron goes through the filter of Atmosphere Mini™, only one particle will pass through. The Atmosphere Mini™ is packed with a comprehensive 3-in-1 filter:

–          The first stage is a pre-filter layer to capture larger, airborne fibers and hair

–          The second stage filter traps 300+ pathogens and particulates such as common bacteria, virus, pollen, pet dander and molds.

–          The third stage is a carbon filter layer that captures 15+ different gaseous contaminants such as formaldehyde, VOCs, SO2 and NO2 to name a few. It also is incredibly useful in reducing common household odors such as pet odors, tobacco smoke, and cooking odors.

The British Allergy Foundation has certified Atmosphere Mini™ with the Allergy UK Seal of Approval for removing over 100 contaminants identified as common triggers of allergies. The product is also certified by the ECARF (European Centre for Allergy Research Foundation) for reducing the allergens. 

Another notable feature in Atmosphere Mini™ is the particle sensor which is designed to detect across the full range of airborne particulates.  Not only does it detect and react to smoke and PM2.5 but also bigger particles such as dust, and allergens like pollens & house mites.

The Atmosphere Mini™ is further supplemented by high-speed performance offering a Clean Air Delivery Rate (CADR) of 220m3/hours. The CADR of Atmosphere Mini™ is independently verified by AHEM (Association of Home Appliance Manufacturers).

Designed in USA, Atmosphere Mini™ is a portable and compact device, which is suitable for Indian homes with an intuitive and simple user interface. It also comes with a companion app –Atmosphere Connect, which lets the users control and operate the unit remotely. The app comes with additional features such as tracking filter life and measure the system’s reactiveness to change in indoor air quality.

Amway offers 3 years warranty and in-home after-sale service support with an assurance of service delivery within the given timelines[11]. The Atmosphere Mini™ is sold through the company’s network of direct sellers. The product is also available for purchase on the company-owned website.

Amway’s legacy in the air purification category

Amway has 30 plus years of experience in providing home air treatment solution with over 80 patents in air treatment technology. It started in 1986 with the air purifier brand Pure Flow sold in the USA and Canada. Pure Flow was available in the market for 11 years before getting refurbished and rechristened as Advanced Air Treatment System in 1997. In the year 2005, Amway launched Atmosphere – a technologically advanced and well-researched air purifier of the highest quality. In 2009, Atmosphere became the first product certified as “Asthma & Allergy Friendly” by a Certification Program administered by the Asthma and Allergy Foundation of America (AAFA) in partnership with the international research organization, Allergy Standards Limited (ASL). Ever Since there has been no looking back for the brand, which is growing steadily, and as per Verify Markets study of 2017 global sales revenue – ATMOSPHERE™ is the world’s largest selling home air treatment product[12]. Over 3.5 million units of air treatment system have been sold so far, making it the most popular brand globally.

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world’s #1[13]direct selling with presence in over 100 countries & territories.

Globally, Amway is 60 years old, US$ 8.8 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending.  Amway has nearly 1000 scientists across 100 research and development and quality assurance laboratories worldwide.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use[14]. With the aim of increasing consumer outreach Amway has set up more than 63 Xpress Pick & Pay stores across the country.

Amway products are popular not just in India but across the world. Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand[15]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[16]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration.

Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will Over Weight) which has been really appreciated by the consumers in India. Amway forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen & Atmosphere Drive car air purifier and the Energy Drink and Whey Protein under the brand XS. Last year, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers.

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. India is one of two key global manufacturing hubs for Amway, along with China, in addition to the company’s U.S.-based manufacturing operations. Amway manufacturing facility has won the prestigious LEED Gold Certification from the U.S. Green Building Council as being one of the most environment friendly and sustainable facilities in the country.