ENTERPRENEURSHIP

Team Assignment on
START UP IDEA- AIR PURIFICATION TOWERS

無汚染 MU OSEN PVT. LTD.

UNDER THE SUPERVISION OF
DR. DEEPAK PANDIT

PROJECT REPORT BY
VIPUL TUTEJA (PGMA 1947)

AYUSH JAIN (PGMA 1946)

AUISHIK SEN (PGMA 1948)
VICTOR PAUL (PGMA 1949)
MILIND PANT (PGMA 1950)
 1. EXECUTIVE SUMMARY

Over the last 30 years, scientists have documented a broad range of health consequences that
are suspected to be correlated with exposure to air pollutants. Respiratory disorders, including
asthma and lung function shifts, cardiovascular diseases, adverse pregnancy (for instance
premature birth) and even mortality are among those.

In 2013, the WHO concluded that air pollution in outdoors is carcinogenic for humans.

無 汚 染 (Mu Osen PVT. LTD) is a company which is formed to provide pollution free
environment of living to all the people’s residents of Delhi i.e. working on a large scale model.
So for this company is going to contact the central government initiate to make India a
pollution free country. In this initiative Delhi government has started taking some action for
that they has started giving large scale industries to come up with the model to step ahead to
reduce the pollution level . For this initiative our company has stepped and proposed a plan
with high end technology so to can reduce the secondary pollutants P10 pollutants (smog).
Firstly we will start New Delhi then to other cities that are facing high air pollution only then
we will think of expanding our business to the 40 most polluted countries i.e. developing
countries.

Talking about the product these are a kind of tower which will work on ecofriendly recourses
which will absorb the polluted air and produced fresh air and other elements which will help
them in making harmful gases to make compounds of water, oxygen, Carbon dioxide etc. and
producing by product as pure water and air. These by product can also be sold to raise the
funds to initiate for the project expansion. The solar tower sucks into polluting air and passes
through multiple filter layers before it is re-entered. It can clean air for a radius of 10 km. In
almost two years, the tower was built. While anti-smog towers in India are also being built, the
technology has not been tested in Delhi yet. So our focus is to improve and test the upgraded
technology on large scale so that air pollution problem can be effectively made extinct the
problem of air pollution in shorter period of time.

1. Business Type: - Private Limited Company

2. Location:- New Delhi , India
3. Key Partners: - Central government, Banks, Research organizations etc.
Key Objectives:-
(i) High quality air quality index and satisfaction for the society up to maximum reach.
(ii) Consistent high standard of production.
(iii) Continuous quality improvement (up to date technology).
(iv) Complex design but effective process.
2. BUSINESS DISCRIPTION

a) Industry Background & Business Environment

Mu Osen PVT. LTD. Is an organization started by bunch of entrepreneurs to come up with an

idea to solve the problem of high air quality improvement. There are two major part when air
pollutants i.e. PM2.5 are the primary emission pollutant comes and other is PM 10 which are
the secondary pollutants. Our focus is on the reduction of the PM 10 pollutants which basically
effect the smog factor and the gases that effects the change in life style of the people living in
the high pollution areas.

無 汚 染 (Mu Osen PVT. LTD) is a company which is formed to provide pollution free
environment of living to all the people’s residents of Delhi i.e. working on a large scale model.
So for this company is going to contact the central government initiate to make India a
pollution free country. In this initiative Delhi government has started taking some action for
that they has started giving large scale industries to come up with the model to step ahead to
reduce the pollution level . For this initiative our company has stepped and proposed a plan
with high end technology so to can reduce the secondary pollutants P10 pollutants (smog).
Firstly we will start New Delhi then to other cities that are facing high air pollution only then
we will think of expanding our business to the 40 most polluted countries i.e. developing
countries.

Scenario towards this type of large scale project is not that much but this type of initiative to
provide 15-20% reduction with the instant use of the smog tower, Government is also
understanding the emergency to the air quality as safe as possible. The solar tower sucks into
polluting air and passes through multiple filter layers before it is re-entered. It can clean air for
a radius of 10 km. In almost two years, the tower was built. The tower will mostly work in
winters and the areas will be suitably selected so that the equally impact can be seen to all
around place of that targeted area.
To this sector government id making more and more awareness to get more output and if
project seems to be adequate they will be helping to get funds and become partner in that
initiative also.

b) Product Description

Our solution is for the secondary harmful pollutants i.e. smog which are being caused by the
biomass burning, industry and transport emission. And impacting lots to the environment.
In our project we want to build the smog reduction filter towers in the cities having an array of
328 feet-high air filtration pods, each capable of producing more than 353 million cubic feet of
clean air per day, serving an area of 100 hectares. Inflows at the base of a tower suck in air and
pass it through five stages of filtration -- including charcoal-activated carbon, negative ion
generators and electrostatically-charged plasma to trap airborne particles. Air is forced upwards
where it passes through a photo catalyst filter to sterilize bacteria and viruses, before being
released into the air. Project will be working on Hydrogen fuel and solar energy this will be
providing a great example for the other organization that fossil fuel are the requirement we
don’t have right to extinct it. The bi product produced during our project will increase the
revenue as the fresh and pure water can be sold through online as well as the off line mode but
the customer will be very precise who are health freak , doctors etc.

c) Value Proposition of the offering

The Value proposal is a tool to ensure that the product or service is placed according to the
values and requirements of the customer. As a framework to ensure the product and the
market conform, the Value Proposition Canvas was initiated. The relationship between two
parts, customers segments and value proposals, is a detailed examination. The Quality Proposal
Canvas may be used when a current product or service is to be improved or if a new offer is
created at all. So below is the value proposition canvas through which our product can easily be
differentiated from other products and the requirement of the customers and their needs.
 Value proposition Customer Segmentation

From above left side will be showing the value proposition and other about the customer
segmentation.

Customer Profile

 Gains – the benefits which the customer expects and needs, what would delight
customers and the things which may increase likelihood of adopting a value proposition. So
through our product we will be providing purified atmosphere free from the secondary
pollutants and reduction in the health problems especially breathing, cancer etc.
 Pains – the negative experiences, emotions and risks that the customer experiences in
the process of getting the job done. The product from our company will be handing the
problems that are being faced by the people living in the polluted regions like accidents,
irritation in eyes, breathing (asthma), depletion of ozone layer causing skin problem and
harming the environment at much alarming rate.
 Customer jobs – the functional, social and emotional tasks customers are trying to
perform, problems they are trying to solve and needs they wish to satisfy. After activing
working of the project the needs incurred from the people like requirement of pure and fresh
 air, certified and reliable air filters, reduction in secondary pollutants(PM 10) and effective
designing with compact spacing with high fuel efficient to be taken care of.

Value Map

 Gain creators – how the product or service creates customer gains and how it offers
added value to the customer. Smog tower will be helping the government affect to solve the
problem of respiration problem which is impacting more and changing the life style of the
people. And other will be the formation of smog towers will be helping to retain the
atmosphere to survive and purify it.
 Pain relievers – a description of exactly how the product or service alleviates customer
pains. Effecting reduction of the secondary pollutants from the atmosphere which puts
adverse impact on the life of people other benefits are providing pure fresh air and water as
the buy product which can also be sold as done in other parts from China. Biggest relief will
be from the problems of accident, asthma, cancer etc.
 Products and services – the products and services which create gain and relieve pain,
and which underpin the creation of value for the customer. So our product id Air purification
tower(smog tower) which makes the reduction in air quality instantly up to 15-20% and also
be providing the bi product as pure and fresh water and air that will be packed and be sold in
and outside India through offline as well as online channel.

3. MARKETING POTYENTIAL AND MARKETING STRATEGY

India's air purifying market reached 49 million dollars in 2018 and is forecast to increase over 28
percent in CAGR in 2019-2024 to more than 220 million dollars by 2024, in response to
increasing health and wellness product spending and increasing awareness of the harmful
effect of air pollution. Furthermore, the country is expected to boost demand for air purifiers
over the forecast period, with increased technological advances, rising incidences of respiratory
illnesses, increasing available incomes and an increasing urban population. An aggressive
marketing strategy and demand for premium products are some of the other factors that would
positively impact on the air purifier markets of India.
Eureka Forbes Ltd., Philips India Ltd., Honeywell International Pvt Ltd., Kent RO Systems Ltd.
and Blueair India Pvt are some of India's leading operators in the field of air purification.
Panasonic India Pvt, Panasonic India Pvt. Ltd, India Pvt Crusaders Technologies. TechSci
Research conducted both main and comprehensive secondary research for this report. Ltd.,
Sharp Business Systems (India) Private Limited, Daikin Air Conditioning India Pvt Ltd., etc.
TechSci Research initially produced a list of manufacturers and suppliers of air purifier products
in India.

Above all was the potential of the small scale product in the air purification quality but as we
are providing the solution on much larger scale as we are initiating it from Delhi itself. So there
 is a growing potential but having less companies right now working on that level but many
government organizations, research institutes, angel groups etc. are putting their efforts to
address the problem of pollution. Only competitor is Evolo who has worked this type of project
and become successful as done in China. So lots of organization are putting lots of investments
to put impact towards the problem of air pollution so potential is there and that can also be
seen for smaller scale level but for larger scale it will be at more adverse levels due to rising
problem all around the world.

a) Target market – Market sizing

Our focus market will the central government if our product successfully implemented and start
causing some impact on the decreasing pollution level . Then only we will be shifting to
different state government as in each states there has been some cities where rise of pollution
showing their adverse.
With the help of SAFAR organization we will be linking up with the government. These type of
SAM (Serviceable and
initiating are necessary to overcome the major problem SOM(Serviceable of air pollution. and
TAM (Total Available Market)- Addressable market)- So the obtainable market)- The idea of
ThereAfter our level
is a high country
scopefor expansion we
in this problem
will beof air pollution
shifting has the other
towards ourdeveloping countries
is to start with the Indian
field the major markets are in risen to such extent that every society that will put our
where pollution level is country rising isat much
requiring one oralarming
the rate same as India.
every country in the world. Due potentials in front of the
to more and more rise in other solution to reduce the countries that want to reduce
pollution level earlier because of pollution . So know the problem the air pollution on the large
the developed nations and right is known by everyone but for scale. The scope is already
now due to the developing the servicing to everyone has to increasing after the China has
nations. These all require to show the world the results that built the largest air purification
reduce the pollution to do it in our product so for that purpose filters which is by the Dutch
the right way air purification we are choosing India to show designers and that too is
tower is one of the best ways. case our methodology that how impacting the smog pollutants.
And right now also lots of it can impact the pollution level The process is same for us also
countries are solution of this of India that results will but it is cost effective rate as our
problem showcase the value of the model will work on solar plus
product and put impact on the the hydrogen fuel cells.
rest of the world.
 b) Customer, competition and Market Share

Pollution is a problem which is face by every developing country but India is facing it at a very
alarming rate every year.
So in starting we will be solving this problem for the people of Delhi with the help of SAFAR
organization System of Air Quality and Weather Forecasting and Research, Ministry of Earth
Science, Govt. of India. Rising in pollutants in any form PM10 or PM 2.5 is very difficult to
reduce and may put impact on the areas more than a fixed time period which cause impact on
the life style of the people residing in that area. After the successful implementation of our
model in New Delhi we will move to other parts of India. Foremost we will be expanding our
model outside India especially in developing countries.

Our main customers are the Central government and their research organization but before
that we have to establish our project and show effect on the pollution on the effective basis
only then this will be reflected to the world. After that only our company will shift within India,
Delhi to other part of the country and later on expansion will be done on the other developing
nations who are on the red alert i.e. top 40 most air polluted countries.

Competition

Taking the real scenario Evolo is the only German company who has built air purification tower
on such an extended scale in China in 2016 with the collaboration with Chine Research
organization. Other competitors are their but they are working on much smaller scale that
effect the environment not for only indoors like Air Stalgamite, Blueair, Rabbit Air, Levoit,
Coway, Austin Air, Germ Guardian, Winix, Alen etc.

Market share

Market share on the small scale air purification mechanism are increasing on the regular basis
and will be a market capital of $2 billion by 2022 as people are becoming more aware and
serious about the health constraints.
About the large scale projects on purification tower only one company has the ability till now
i.e. Evolo so he was the 100% market share as their one project is successful and rest all are try
for it. So their total market power I being hold by that company. So now Indian government is
also taking initiative to take steps and project related to pollution so they agreed on making the
smog tower but still companies has to come and give reaction for that. But government also
want that project should be from make in India campaign. This will be giving boost in this sector
soon. So entering in monopoly is difficult but can be made possible.

c) Pricing, Promotion and distribution

Air purification tower (smog tower) needs lots of investment from personal (startup cost),
government funds, bank loans, and lots from angel institutes etc. So if pricing is at much high
rates the price for government will be less as they are already funding major about through
funds. They are the partners in project but with that they have to pay 60% price from the major
share that they will be receive from the citizens of that area. This product is the require every
one living in Delhi will accept that they can’t leave their homes permanently. So our product is
provides them the privilege to stay in their homes. So like taxes the cost will be divided
according to the population of Delhi and depends upon no. of has to be installed to secure that
area permanently.

Our pricing strategy will be according to the income of the individual resident of that area, and
upon their psychology.

No much promotion is required of these kind of project but still the offline mode will be much
effective i.e. through holdings and newspapers. The reason for less advertisement is due to
people will automatically see the problems when there is high pollution and face problem while
doing their daily activity and the health conscious people will automatically avail these kind of
services at any cost.

Distribution

Distribution will be in the hand of central government as after the completion of the project our
company will be handover the project to them. But only the bi product will be in the hand of
our company. The bi products i.e. pure and fresh air and water can packed in bottles and will be
sold through both offline and online mode similar as China for the entire world.