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PHILIPS INDIA: LAUNCH OF NEW AIR PURIFIERS1

Neha Srivastava and Sandeep Puri wrote this case solely to provide material for class discussion. The authors do not intend to
illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.

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Copyright © 2021, Ivey Business School Foundation Version: 2021-10-15

“At Philips, we believe in delivering meaningful and accessible innovation in personal health, and we
understand that in the current scenario, consumer focus is shifting more aggressively towards health and
hygiene. Air purifiers today have moved from being a seasonal product to a year-long necessity.”
Gulbahar Taurani,
Vice-President, Personal Health,
Philips Indian Subcontinent2
In October 2020, Philips India, a company known for its meaningful and accessible innovations in the field
of personal health, launched a new range of air purifiers designed for use in urban homes as part of its New
Urban Living Series. The company introduced the new air purifiers to consumers at an opportune time, as
India had passed 77 million cases of COVID-19 on October 22, 2020, while smog-related respiratory illnesses
due to pre-winter stubble burning reached a peak at the same time.3 As COVID-19 principally affected the
lungs and had a prolonged effect on breathing, consumers’ sensitivity regarding poor outdoor air quality and
post-lockdown indoor air pollution had increased.4 However, it was still highly challenging to penetrate the
growing residential consumer segment in India, which accounted for 22 per cent of the total sales volume of
air purifiers in the country. Despite sales being expected to grow at a 29 per cent compounded annual growth
rate (CAGR) over the next four years and to reach US$38.99 million by 2023, awareness of deteriorating
indoor air quality and the associated health hazards remained limited, while air purifiers continued to be
associated with many myths (e.g., air-conditioned rooms did not need air purifiers, indoor air was not as
polluted, etc.).5 This consumer segment largely considered air purifiers a seasonal product and so restricted
their purchases to the three-month window during the winter season when pollution levels were at their
highest.6 According to a 2020 report by Swiss firm IQAir, 22 of the world’s 30 most polluted cities were
located in India, including the national capital Delhi, which was found to be the most polluted city worldwide.
Most of the polluted cities in India were located in the north Indian states of Uttar Pradesh, Bihar, and
Haryana,7 which led to the concentration of buyers being restricted to the northern part of India.8 Thus, selling
air purifiers to consumers in this segment from other parts of India represented an uphill task.
Philips India had positioned its New Urban Living Series air purifiers as year-round products and introduced
competitive prices to cater to the newly health- and price-conscious Indian buyers in the residential
consumer segment, although going forward the company was likely to struggle with market penetration in
the segment. Would Philips India’s brand positioning and marketing strategy concerning its air purifiers
sufficiently capitalize on its competitive advantage in terms of brand strength and product innovation to

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ensure sales throughout the year? Could any alterations to its strategy foster better consumer diversity across
the country given that air purifier sales were typically seasonal and restricted to a certain part of the country?

PHILIPS—COMPANY OVERVIEW

Headquartered in Amsterdam in the Netherlands, Philips, a health technology giant focused on improving
people’s health and well-being through meaningful innovation,9 was founded by Gerard Philips in 1891.
The company was originally a manufacturer of carbon-filament lamps. In fact, by the end of the 19th
century, Philips had become one of the largest lamp producers in Europe. The company went public in 1912
and was listed on the Amsterdam Stock Exchange. Since that time, the company has expanded its portfolio,
venturing into the manufacturing of innovative and affordable products, such as radios, televisions, electric
shavers, X-ray equipment, compact audiocassettes, compact discs, and light-emitting diode (LED) lighting.
In 2014, the company restructured to become a health technology leader through integrating its healthcare
and consumer goods businesses and segregating its lighting business unit as a standalone company.10 In
2020, with the aim of focusing more on health and well-being, as well as on providing superior care, Philips
launched a range of three-dimensional (3D) scanners for performing computed tomography (CT) scans, the
Allura Clarity interventional X-ray system, and a range of smart air purifiers. During the first quarter of
2020, the company reported a turnover of €4980 million, with the personal health segment accounting for
€1376 million in sales.11 Through its desire to deliver accessible and innovative products to consumers,
Philips emerged as a global market leader in the health technology domain.12

Philips’ decision to redesign its brand logo and present a new brand identity (with the tagline “innovation
and you”) in 2013 followed extensive consumer research.13 The redesigned “shield” in the brand logo
symbolized innovation and trust and epitomized the brand identity of Philips India. To shift its brand image
from a consumer electronics giant to a dedicated global health technology leader, Philips India focused on
creating products that catered to people’s lifestyle, health, and well-being and also on making healthcare
more affordable and accessible.14

In 2016, the company launched the Future Health Index (FHI), which was “an annual, data-intensive global
study report” designed to assess whether healthcare systems were prepared to deal with challenges related to the
elderly, the lack of skilled healthcare personnel, and the upsurge in chronic illnesses. The aim was to engage all
stakeholders (government agencies, healthcare institutions, and industry leaders) in addressing healthcare
challenges and bringing about change. In 2020, in an effort to establish market leadership and change both its
target audience and public image from an electronics giant to a health technology leader, Philips launched the
“Leading conversations on the future of health” campaign. To achieve the change in public image from an
electronics giant to a health technology giant, Philips initiated a three-part strategy: (i) a media blitz concerning
the FHI and a plan to use data to generate interest and fuel discussion regarding healthcare and digital
technologies, (ii) FHI roundtables with healthcare decision makers to capitalize on the media-generated interest
in healthcare issues, and (iii) the creation of an FHI microsite (i.e., a thought-leadership content platform)
intended to maximize the inputs from the FHI roundtables and address region-specific healthcare challenges.
The sustainable campaign’s success led to Philips being recognized for its commitment to healthcare and also
helped it to outpace competition with a 53 per cent share of voice in social media campaigns.15

PHILIPS INDIA

Philips India, a subsidiary of Philips, was incorporated under the name Philips Electricals Company (India)
Limited in Kolkata, India, in 1930.16 The company’s six business systems—performance, culture, people,
strategy, governance, and process—drove value for its stakeholders in the short, medium, and long term.17

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Philips India’s strategic focus was on “innovating with purpose” in order to become a leader in health
technology through accessible and affordable innovation.18

Philips India was the leader in the electronic and lighting segment due to its diverse product range (e.g.,
vacuum cleaners, hearing aids, LED lamps, kitchen appliances, car accessories, and personal-, health-, and
air-care products).19 Philips India had one of the largest distribution networks in the country, including high
rural and urban penetration, having chosen to adopt a key account management approach to identify major
retailers and strengthen its distribution channels.20 The fiscal year (FY) 2019–20 proved challenging for
Philips India due to the unfavorable macroeconomic situation, slowing market growth, and COVID-related
national lockdown.21 However, despite the reduction in net profit from ₹1.760 billion22 in FY 2018–19 to
₹1.515 billion in FY 2019–20 (see Exhibit 1), the company was able to deliver 5.8 per cent sales growth in
the personal health sector (see Exhibit 2), which accounted for 25 per cent of the company’s total turnover.
The company kept itself consistently relevant to consumers by launching several innovative and affordable
products, particularly in the area of healthcare, such as air purifiers, fetal heart-rate monitors, and sleeping
aids for those with sleep apnea.23 More recently, it launched the intelligent SenseIQ hairdryer and straightener,
pen trimmer, and other personal healthcare products, in addition to the New Urban Living Series air purifiers.24

Philips India positioned its products in accordance with consumer needs25 and used both adaptive
intelligence solutions and digital technologies to provide consumers with uniquely different products, such
as health-monitoring machines, that were relevant and resonated with consumer values. This helped to
bridge the gap between medical staff and patients and also empowered patients to manage and monitor their
own chronic health conditions (e.g., sleep apnea) before reaching out to healthcare professionals who could
access their digital health records.26 The company launched new-generation products such as the Philips
Sonicare CleanCare+ toothbrush, an electric toothbrush that promised a 100 per cent improvement in gum
health,27 which garnered a customer rating of 5/5.28 Philips India’s OneBlade Face, a new range of easy-
on-the-skin hybrid electric trimmers,29 was also well received in the market, with a customer rating of
4.8/5.30 In addition, the company launched products such as the SimplyGo Mini, a lightweight portable
oxygen concentrator31 that had a nine-hour battery life and a 4.3/5 customer rating.32 These oxygen
concentrators proved critical in relation to the management of COVID-19 patients. The company also
launched a hospital-to-home ventilator for COVID-19 care, the Philips Trilogy Evo Portable, which could
be used across all of the patient’s care environments.33

Strengthening Consumer Engagement

In 2020, Philips India witnessed many changes in consumer behaviour and adapted to these changes by
launching products intended to help it stay relevant in changing ecosystems. When there was a manufacturing
and supply chain disruption during the COVID-19 lockdown, Philips India made sure to remain connected
with its consumers. The company used a digital platform to develop engaging content, not only to sell its
products but also to build a deeper connection with consumers, to make them feel part of the brand’s journey,
and to make them feel more engaged in the brand’s story. All of these activities resulted in significant
engagement and many meaningful conversations with customers, who thought that the brand cared about
them. As the lockdowns necessitated by the pandemic resulted in the closure of hairdressers and barbers,
Philips India launched the Pen Trimmer to help consumers deal with their facial hair. This launch was the
result of effective social listening. As Taurani noted, “As a brand, Philips is committed to providing
meaningful innovations that help in improving a consumer’s life. Going ahead as well, we will stay true to
that. We aim to grow our business further in India by innovating even faster in the space of DIY products,
cooking, and home appliances.” He added, “We will keep innovating to help solve consumer problems. We

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will also work on creating new platforms for the consumers to stay connected with us. Therefore, we will go
aggressive on innovation and consumer dialogue.”34

In October 2020, Philips India launched the Khushiyon Ki Ladi (chain of happiness) advertising
campaign to highlight the joy of festivities. The campaign showed how a wonderful gesture by someone
could start a beautiful chain of smiles, happiness, and celebration. As Taurani noted,

All of us have experienced a lot of uncertainties in 2020. Overall consumer sentiment is sombre owing
to the still-raging pandemic and its economic impact. Our consumers have been impacted, we have been
impacted and our customers have been impacted as well. As a brand, we fully realise this. But we also
strongly believe that if each one of us does our small bit, we can improve the situation. Hence, in a huge
departure from usual brand strategies of hard-selling own products & features, #KhushiyonKiLadi is an
appeal to the people of India that no matter what, you must celebrate this festival season, because when
you celebrate, you enable someone else to celebrate as well.35

NEW URBAN LIVING SERIES AIR PURIFIERS

After recognizing Indian consumers’ current focus on health and hygiene, as well as their desire to counter
rising pollution levels, Philips India launched its New Urban Living Series air purifiers for modern
households in October 2020. The air purifiers were equipped to automatically sense pollutants in the air
1,000 times per second and to remove pollutants 800 times smaller than particulate matter (PM) 2.5, and
they had a clean air delivery rate (CADR) of 400 cubic metres per hour.36 These features served as a point
of differentiation for the New Urban Living Series air purifiers in terms of speedy purification and superior
filtration, which assured consumers of a healthy breathing environment.37 The air purifiers were targeted
toward urban households and were available in three categories: 3000i, 2000i, and 1000. They could be
well fitted and controlled using the Clean Home+ app, Alexa, or Siri in the small- to medium-sized bedroom
and living room areas.38 The three models had different technical specifications to provide more choices to
the market given the diverse needs, demographics, and lifestyles of the large urban population in India (see
Exhibit 3). The New Urban Living Series air purifiers promised to remove 99.97 per cent of indoor
pollutants from the air with their three-stage filtration process and claimed to be effective against smoke,
dust, pollen allergen, and bacteria, as well as against 99.9 per cent of viruses. The COVID-19 pandemic in
India prompted consumers to change their lifestyle and increase their focus on health and hygiene. 39 This
information was displayed through rings in different colors, with blue assuring a healthy breathing
environment. The price of the air purifiers ranged between ₹17,500 and ₹39,995.40

Philips India turned to consumer research to assess consumer needs in this regard and found that urban
Indian consumers faced increased health concerns due to pollution and its consequences, such as asthma,
breathing issues, and allergies.41 These insights suggested anxiety about respiratory issues related to year-
round indoor air pollution and pointed toward a shift from air purifiers being considered a luxury to a
necessity. In light of evolving consumer needs, Philips India positioned its New Urban Living Series air
purifiers as a year-long necessity. Taurani asserted that due to the circumstances stemming from COVID-
19, the consumer focus had become increasingly directed toward health and hygiene. As Philips India was
committed to making meaningful healthcare innovation technologies accessible to everyday people, it was
imperative that its air purifiers moved from being a seasonal product to a year-long necessity. The New
Urban Living Series air purifiers addressed this demand for pure and healthy air all year round, and the
company pitched the air purifiers to urban consumers as high-efficiency products offering a speedy air
purification solution with a state-of-the-art user interface that provided an effortless user experience.42

In 2019, Philips India started a real-time digital out-of-home (DOOH) campaign using DOOH-integrated real-
time Air Quality Index (AQI) data to connect with the right target audience and raise awareness of air pollution

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and how to deal with toxic pollutants. The aim was to emphasize and communicate how air purifiers could no
longer be considered a luxury due to poor air quality, meaning that they had become a necessity.43

Philips India differentiated itself from its competitors by leveraging the expertise it had developed through
over four decades of air purification research and cutting-edge technology to offer an economical air
purification solution tailored to the needs of Indian consumers. Philips India’s consumer-friendly state-of-
the-art technology had an affordable starting price of ₹17,500 for its New Urban Living Series air purifiers
with Aera Sense technology, which could scan pollutants 1,000 times per second and clear PM 2.5 allergen
and harmful gases from the room. The New Urban Living series extended to consumers the brand promise
of a healthy breathing environment. 44

Moreover, given its extensive experience in manufacturing and selling products, Philips India had a well-
established distribution network across the country. It leveraged its established distribution network across
the electronics retail and e-commerce channels to reach residential air purifier customers.45 Aside from
selling air purifiers through its website,46 the company also sold via major e-retailers such as Amazon47 and
Flipkart.48 The company also offered home servicing in more than 200 cities across India. In the air purifier
category, despite not having launched any mass media commercials, the company created informative
videos with the taglines “Clean, allergen-free air in minutes” and “Breathe again with Philips air purifier,”
focusing on increasing awareness of indoor pollutants, the likely problems associated with them, and the
technological solutions provided by the company’s New Urban Living range.49

INDUSTRY OVERVIEW

Air Treatment Products Market

The drastic increase in air pollution had become a serious problem in the highly populated nation of India.
As a result, the country emerged as a fast-growing market for air treatment products.50 The Indian market
could be segmented into two product categories—air purifiers and cooling equipment (see Exhibit 4). The
cooling equipment category included window, room, and split air conditioners; desk fans; standing fans;
tower fans; air coolers; and ceiling fans. The Indian air treatment product sector witnessed 6.8 per cent
volume growth in 2020 and was expected to grow at a CAGR of 6 per cent until 2024. Moreover, it was
likely to increase volume sales to 73.6 million units by the same year. 51 Rapid urbanization and a rise in
India’s per capita income, which had increased by 10 per cent from ₹1,26,406 in 2019 to ₹1,35,050 in 2020,
drove the demand for air treatment products.52 The fair growth prospects of the sector attracted many
unorganized and private-label players, which led to fierce competition and to the availability of extensive
options to price-sensitive Indian consumers.53

Air purifiers, being among the most dynamic categories in the sector, accounted for 18 per cent volume
growth in 2019.54 Furthermore, sales grew by 50 per cent in 2020 due to the COVID-19 pandemic and
increased awareness of indoor pollution.55 A 2020 survey showed that six of the world’s 10 most polluted
cities were located in India.56 While agricultural practices, such as jhum cultivation (slash-and-burn
agriculture), industrial pollutants, and road transport dust all contributed to the high air pollution in India,57
the COVID-19 pandemic exacerbated fears of lung-related health issues. Taken together, these factors were
projected to increase demand over the coming years for air purifiers that could provide filtered and fresh
air by removing all of the hazardous particles otherwise present in the air.58

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Air Purifier Market

Air purifiers improved the quality of indoor air by removing harmful contaminants such as dust, mold spores,
pollen, and second-hand tobacco smoke from the air in enclosed rooms.59 Although sold as standalone
portable appliances, air purifiers could also be used as filters or purifiers for a centralized air treatment system.
However, many consumers preferred standalone air purifiers due to their mobility and affordability.60

The Indian air purifier market, although still in its infancy, experienced unprecedented growth in 2020 due
to the COVID-19 pandemic and fears about lung-related diseases. The market was valued at ₹4 billion in
2020,61 with an annual growth rate of 15–20 per cent, and it emerged as one of the most promising
consumer-durable categories in the country.62 The air purifier market in India began cementing its position
in the 1990s due to the activities of local players, such as Kent, Bluestar, and Eureka Forbes. However,
within two decades, the market had witnessed a large influx of local and foreign players, including Dyson,
Honeywell, Hitachi, Xiaomi, Sharp, and HUL’s Pureit.63

Institutional buyers, such as hotels, hospitals, schools, gyms, restaurants, corporate and government offices, and
retailers, constituted the major customer segment, followed by household and residential consumers. The low
penetration of air purifiers among Indian residential consumers was likely due to the misconception that air
pollution indoors was lower than that outdoors.64 Yet, according to an ASSOCHAM India study, the residential
air purifier market size was projected to grow from US$18.34 million in 2020 to US$38.99 million in 2023 (see
Exhibit 5) because firms had started raising awareness of the harmful effects of indoor air pollution among
household consumers.65 In addition, the effectiveness of air purifiers had increased, meaning that they could
capture particles as small as 0.0024 microns, while they had achieved 99.99 per cent efficiency.66

The residential air purifier market could be further segmented based on filter types (see Exhibit 6) and CADR.67
The primary air purifier had a basic three-layer filter system that included a pre-filter, a high-efficiency
particulate air (HEPA) filter, and a carbon filter. The major brands differentiated themselves from others by
adding a multi-layered filter system and innovative product features, such as pollution indicators and remote
control, to attract consumers.68 The potential market for HEPA-filter air purifiers was huge in the residential
sector because of their ability to capture 99 per cent of impure particles sized 2 microns or larger as well as their
high filtration capacity for removing air pollutants and smoke from homes. Therefore, such air purifiers were a
major competitive element among brands when it came to attracting household consumers. The price of air
purifiers ranged between ₹7,000 and ₹100,000, and most companies sold air purifiers through e-commerce
platforms. The promising prospects for the category had led to fierce competition, and both established players
and new entrants (e.g., Honeywell International Inc., Dyson Limited, Blueair, Xiaomi Corporation, Hindustan
Unilever Limited, and Philips India) jostled for market share (see Exhibit 7).69

The product category, however, attracted purchases only seasonally (mostly in winter), when pollution and
smog increased, meaning that respiratory illness among residential consumers was high. Furthermore, sales
were concentrated in only a few cities, such as Delhi, Gurgaon, and Chandigarh, where smog levels were
very high during winter. Additionally, customer loyalty was muted due to the low differentiation among
the brands present in the Indian market.70

MAJOR PLAYERS

Honeywell International Inc.

Honeywell International Inc. (Honeywell), an American multinational conglomerate, manufactured air

purifiers for households, offices, commercial spaces, and cars.71 In 2015, it introduced its range of air

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purifiers into India under the brand name “Air Touch.” These air purifiers provided three layers of filtration,
including a pre-filter, a HEPA filter, and the company-patented HiSiv technology or activated carbon
filter.72 The Air Touch A5 purifier was the basic affordable model, which was priced at ₹11,490, while the
high-end Air Touch S8 was designed for big rooms and priced at ₹35,990.73 While Honeywell’s India and
China teams co-designed the air purifier units, the manufacturing was performed entirely in China.
Honeywell sold air purifiers through e-commerce platforms such as Amazon, Flipkart, and PayTM, in
addition to offline channels such as large- and small-format retail stores.74

Xiaomi Corporation

Xiaomi Corporation (Xiaomi MI), which was founded in April 2010 and had developed into a well-known
name in smartphone manufacturing, introduced its range of air purifiers to India in 2018 at the affordable
starting price of ₹6,499 with the aim of capturing the low-price air purifier market with smart devices
operated using mobile phone apps.75 Its air purifiers were available for purchase on Mi.com, Flipkart, and
Amazon India, as well as some other e-commerce sites, along with Mi stores located across the country.76

Dyson Limited

Dyson Limited (Dyson), a British firm that was well known for its premium and trendy design offerings in
the air purifier range, introduced it air purifiers, which were priced between ₹25,900 and ₹55,900, to India
under the “Dyson Pure Hot+Cool” and “Dyson Pure Cool Me” brands.77 A small liquid-crystal display
(LCD) screen attached to the air purifier projected details of the airflow speed, mode, and filter life. Dyson
sold its air purifiers through Dyson stores, Croma stores, e-commerce partners, both Amazon and Flipkart,
and the company website. To enhance the consumer experience, it also provided in-home demonstration
services in selected Indian cities.78

Havells India Limited

Havells India Limited (Havells) was a fast-moving electrical goods (FMEG) company in India that had
market dominance in relation to a wide spectrum of electrical products, such as cables, wires, motors, fans,
modular switches, home appliances, air conditioners, and commercial and industrial applications.79 In
November 2019, Havells launched its range of room air purifiers under the brand name “Freshia.”80 The air
purifiers, which were priced between ₹14,490 and ₹43,290, offered a five- to nine-stage filtration process.81
Given its extensive experience in manufacturing and selling products, Havells leveraged its well-established
distribution network across electronics retailers, exclusive brand showrooms, and e-commerce channels to
reach residential air purifier customers.82

Blueair

Blueair, a Unilever-owned indoor air purification technology company headquartered in Stockholm,

Sweden, identified India as one of the top-priority markets for its air purifiers.83 Blueair air purifiers were
known for their electrostatic charging and mechanical filtration process, and they were marked at a starting
price of ₹17,990.84 Blueair had an advantage on the distribution network front due to Hindustan Unilever’s
influential sales and distribution network in India.85

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Samsung India

Samsung Group (Samsung), a South Korean multinational company, sold its air purifiers in India at the
starting price of ₹24,000. Samsung air purifiers provided three purification steps and had dual-power fans
for the clean and powerful distribution of air. Samsung air purifiers promised to remove up to 99 per cent
of PM 2.5 pollutant particles.86 Samsung India had a strong distribution network. Its consumer electronics
products were available in more than 30,000 retail stores.87 In addition, its products were also available on
leading e-commerce platforms such as Amazon and Flipkart.88

EVOLVING INDIAN CONSUMERS

India was home to 22 of the world’s 30 most polluted cities, including the capital city Delhi, which was
ranked as the most polluted city worldwide.89 Rapid urbanization, construction and demolition activities,
vehicular pollution, coal-based power generation, agricultural operations, and dust were the main causes of
the rising air pollution in the country. Indian consumers were largely unaware that their air-polluting in-
house activities (e.g., cooking on wood or coal stoves, burning incense sticks), pet dander, fumes from
paints, aerosols, and other factors all led to respiratory diseases, such as lung cancer, stroke, heart disease,
chronic obstructive pulmonary diseases, respiratory infections, and allergies. Indoor air pollution in India
was, therefore, estimated to be 10 times higher than outdoor pollution. People had little awareness of the
World Health Organization’s (WHO) guidelines on the AQI or that most Indian cities had dangerously
elevated AQI levels, which was posing a high risk to their health. Much of the Indian population was also
unaware that they were living in a city that exceeded the WHO’s AQI guidelines for PM 2.5 (particulate
matter size of 2.5 micrometres or less in diameter) and PM 10 (particulate matter size of 10 micrometres).
Air pollution was the cause of two million deaths every year in India.90

Institutional buyers bought more than half of all air purifiers sold in India, as residential buyers had little
awareness of indoor pollution and the associated health hazards. In addition, residential consumers with
limited budgets perceived air purifiers as being an expensive and useless lifestyle product. They were also
deterred by the filter-replacement costs they would have to incur because most filters wore out in a few
months, thereby increasing the total cost of air purifiers.91 Affordability was one of the main concerns
among Indian buyers when they considered purchasing products.92 Consumers considered buying air
purifiers only in the winter months, especially after the festival of Diwali, when the outdoor and indoor air
quality plummeted drastically and made headlines across televisions and newspapers. Indian residential
consumers only purchased air purifiers when they could see and feel bad air quality or when doctors
suggested such an approach for easing respiratory problems.93

Residential consumers were largely unaware that various home products, such as building materials and
home furnishing goods, emitted volatile organic compounds (VOCs) that could have long-term negative
impacts on the respiratory tract. Indoor spaces had an emission intensity 10 times higher than outdoor spaces
and thus posed a serious threat to human health.94 Low awareness regarding the benefits of air purifiers was
also one of the main reasons the Indian residential sector accounted for so few purchases in this product
category. However, the Indian government was making substantial efforts to educate people about indoor
pollution and its damaging health effects.95 In fact, government initiatives had started changing people’s
perception of air purifiers and their usage, thereby providing a huge opportunity for market players to enter
this product segment. Moreover, due to the growing urban population, increasing per capita income, and
extensive media coverage of the hazards of indoor pollution, people’s perception of air purifiers was
expected to further change and fuel growth.96 Due to the COVID-19 pandemic, people had to stay indoors
throughout the year, which altered the momentum for air purifiers, leveraging sales to achieve a healthy
lifestyle among consumers.97 Additionally, the pandemic infused a sense of responsibility among

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consumers, who became more conscious of the quality of the air they breathed, which made the use of air
purifiers a year-round necessity.98

THE ROAD AHEAD

Philips India, a renowned name in relation to lighting and health technology products, aligned the
introduction of the New Urban Living Series air purifiers with its mission and brand philosophy of
improving people’s lives through meaningful innovation.99 Although the ever-increasing outdoor and
indoor pollution levels, rise in respiratory illnesses and diseases, COVID-related lung complications, and
severely smoggy Indian winters, especially in northern and eastern India, were all great opportunities for
Philips India to push its New Urban Living Series air purifiers,100 the road ahead was paved with challenges.
While the lack of standardization and absence of regulatory control had resulted in hordes of unorganized
players flooding the market with low-priced (as low as ₹4,000) and inferior-quality air purifiers, sales of
such air purifiers were fueled by low awareness among residential consumers of different filter types and
the absence of a testing agency to certify products’ quality.101 In addition, the highly competitive air purifier
market had too many local and global players, including Xiaomi Mi, with its low-priced ranges.

Moreover, with the COVID-19 pandemic continuing unabated, the demand for HEPA filters, which were
already widely used in hospitals and airplanes, was predicted to increase among the residential segment due
to their ability to remove 99.97 per cent of particles sized 0.3 micrometres (in diameter) or larger from the air,
including viruses.102 Philips India was in a position to capitalize on this opportunity by leveraging its strategic
capabilities and promoting the New Urban Living Series to succeed in the residential market, but despite being
a trustworthy and innovative brand, it appeared to lack aggressive marketing. The company followed the
“show, don’t tell” mantra and believed in keeping marketing strategies simple.103 The lack of a go-to-market
strategy, which was essential for capturing the Indian market, seemed to be a hurdle in terms of its growth in
the air purifier market. To ensure deeper penetration for its New Urban Living Series air purifiers, Philips
India needed to decide whether its current brand positioning and marketing strategy sufficiently capitalized
on its competitive advantage and if any alterations to the strategy could push year-round sales across India.

Neha Srivastava is an Assistant Professor at the National Institute of Industrial Engineering (NITIE), Mumbai, India;
Sandeep Puri is a professor at the Asian Institute of Management, Philippines.

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EXHIBIT 1: SELECTED FINANCIALS FOR PHILIPS INDIA (IN BILLION ₹)

2018–19 2019–20
Gross income 43.386 45.764
Profit before exceptional items and tax 2.959 2.346
Exceptional items (0.352) 0.142
Profit before tax 2.607 2.488
Provision for current tax (1.094) (0.878)
Income tax provisions related to prior years written back 0.184 -
Deferred tax – credit/(charge) 0.063 (0.095)
Profit after tax 1.760 1.515

Source: “Annual Report - Philips India Limited,” Karisma KFintech, September 24, 2020,
https://dyvmwwyqozzzb.cloudfront.net/main/PHIL-Annual-Report-2019-20-1.pdf.

EXHIBIT 2: REVENUE FROM PHILIPS INDIA PERSONAL HEALTH SEGMENT (IN BILLION ₹)

2018–19 2019–20
Sale of goods 10.915 11.583
Sale of services 0.082 0.051
Revenue from contracts with customers 10.997 11.634

Source: “Annual Report - Philips India Limited,” Karisma KFintech, September 24, 2020,
https://dyvmwwyqozzzb.cloudfront.net/main/PHIL-Annual-Report-2019-20-1.pdf.

EXHIBIT 3: MODELS OF PHILIPS INDIA AIR PURIFIERS

1000 Series 2000i Series 3000i Series

Model AC1758 AC2958/AC2959 AC3059
Room size Up to 36 m² Up to 39 m² Up to 48m²
Clean air delivery rate 300 m³/h 330 m³/h 400 m³/h
Filters out PM2.5 99.97% 99.97% 99.97%
Filters out virus and bacteria 99.99% 99.99% 99.99%
Three-layer filter (pre-filter, charcoal filter, Yes Yes Yes
and HEPA filter)
Smart features (app/Alexa connectivity) No Yes Yes

Source: “Air Purifier and Air Humidifier,” Philips India, accessed March 4, 2021, https://www.philips.co.in/c-m-ho/air-purifier-
and-air-humidifier/air-purifier/latest#filters=AIR_PURIFIER_SU.

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EXHIBIT 4: SALES OF AIR TREATMENT PRODUCTS BY CATEGORY IN INDIA, 2019

Air Purifier Cooling

Retail volume - 2019 (000s) 185.7 53,676.2
% CAGR (2014–2019) 35 8
% CAGR (2019–2024) 25 8
% Current year growth 20 8

Note: CAGR = compound annual growth rate.

Source: Adapted by the case authors from “Air Treatment Products in India - Analysis,” Euromonitor International, January
2020, https://www.euromonitor.com/air-treatment-products-in-india/report.

EXHIBIT 5: INDIAN RESIDENTIAL AIR PURIFIER MARKET SIZE (IN MILLION US$)

38.99
30.48
23.7
18.34
14.14
10.86
6.12 8.33

2016 2017 2018 2019 2020F 2021F 2022F 2023F

Source: “Bio-Medical Waste and Air Pollution: Emerging Hazards and Better Understanding of Health Risks,” TechSci
Research and ASSOCHAM India, February 2019,
https://www.techsciresearch.com/admin/gall_content/2019/2/2019_2$thumbimg114_Feb_2019_051205230.pdf.

EXHIBIT 6: MARKET SEGMENTS (BASED ON FILTER TYPES)

• High-Efficiency Particulate Air (HEPA) – HEPA filters consist of glass fibers interlaced to create a
fibrous maze and are able to trap 99.97 per cent of particles that are 0.3 microns in size.

• Activated Carbon – These filters use a bed of activated carbon/charcoal to remove contaminants
and impurities by means of chemical absorption.

• Electrostatic Precipitator – This filtration technology uses ionization to charge dust particles, after
which they are collected by metal plates or filter media that carry an opposite charge.

• Ionic Filters – An ionizer operates by sending out electrically charged ions that bond with harmful
impurities in the air. This results in the contaminants falling to the floor.

Source: Adapted by case authors from “Global Air Purifier Market (2018-2023),” Netscribes (India) Pvt. Ltd., February 2019,
https://www.researchandmarkets.com/reports/4766822/global-air-purifier-market-2018-2023

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EXHIBIT 7: COMPARISON OF PRICING AND FEATURES OF PROMINENT BRANDS IN THE INDIAN

AIR PURIFIER MARKET

Product/Company Urban Living Pure Cool Air Touch Air Purifier 2C (Xiaomi MI)
Series 2000 Me A5
(Philips) (Dyson) (Honeywell)
Price ₹17,500 ₹ 27,900 ₹12,290 ₹7,999
Coverage Area 36 Sq. m 20 Sq. m 30 Sq. m 42 Sq. m
Clean Air Delivery 330 m³/h 313 m³/h 250 m³/h 350 m³/h
Rate
Filter Technology Yes Yes Yes No (additionally purchased)
(HEPA Included)
Power 46 W 58 W 50 W 33 W
Consumption
Warranty 24 months 24 months 12 months 12 months

Source: Created by the case authors on the basis of information from “New Urban Living Series: Air Purifier,” Philips, accessed January
2, 2021, https://www.philips.co.in/c-m-ho/air-purifier-and-air-humidifier/air-purifier/latest#filters=AIR_PURIFIER_SU&layout=12; “Pure
Cool Me: Air Purifiers,” Dyson, accessed January 2, 2021, https://www.dyson.in/products/air-purifiers; “AirTouchA5: Home Air-Purifiers,”
Honeywell, accessed January 2, 2021, https://honeywellconnection.com/product/air-touch-a5-air-purifier/; “Air Purifier 2C: Air Purifier,”
Mi India, accessed January 2, 2021, https://store.mi.com/in/item/3194100034.

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ENDNOTES
1
This case has been written based on published sources only. Consequently, the interpretations and perspectives presented in this
case are not necessarily those of Philips India or any of its employees.
2
“Philips Introduces New Urban Living Series Air Purifier Range with Superior Filtration for Modern Households,” Philips News Center
India, October 22, 2020, https://www.philips.co.in/a-w/about/news/archive/standard/about/news/press/2020/20202210-new-urban-
living-series-air-purifier-range-with-superior-filtration.html.
3
M. Saraswathy, “Dual Impact of COVID-19 and Smog Doubles Demand for Air Purifiers,” Money Control, November 20, 2020,
https://www.moneycontrol.com/news/business/companies/dual-impact-of-covid-19-and-smog-doubles-demand-for-air-purifiers-6139991.html;
“Coronavirus India Lockdown Day 210 Updates,” The Hindu, October 22, 2020, https://www.thehindu.com/news/national/coronavirus-
india-october-22-2020-live-updates/article32914860.ece.
4
M. Saraswathy, op. cit.
5
“Home Air Purifier Market to Hit $39 mn,” The New Indian Express, February 25, 2019,
https://www.newindianexpress.com/business/2019/feb/25/home-air-purifier-market-to-hit-39-mn-1943443.html; “Air Purifiers: 7 Myths
You Should Stop Believing,” The Economic Times, November 6, 2019, https://economictimes.indiatimes.com/news/politics-and-
nation/air-purifiers-7-myths-you-should-stop-believing/myths-around-air-purifiers/slideshow/71935161.cms.
6
“Air Purifier Makers Expect Rise in Sales as Pollution Level Worsens,” ET Brand Equity, October 22, 2018,
https://brandequity.economictimes.indiatimes.com/news/business-of-brands/air-purifier-makers-expect-rise-in-sales-as-pollution-
level-worsens/66310390.
7
PTI,“ Twenty-two of the World's 30 Most Polluted Cities Are in India: World Air Quality Report,” The New Indian Express, March 16,
2021, https://www.newindianexpress.com/nation/2021/mar/16/twenty-two-of-the-worlds-30-most-polluted-cities-are-in-india-world-
air-quality-report-2020-2277377.html.
8
“As AQI Dips across India, Air Purifier Sales Soar over 50%,” Business Today, December 8, 2020,
https://www.businesstoday.in/current/corporate/as-aqi-dips-across-india-air-purifier-sales-soar-over-50-percent/story/420560.html.
9
“Company,” Philips, accessed November 25, 2020, https://www.philips.com/a-w/about/company.html.
10
“Royal Philips Is Headed for a Breakup,” Fortune, September 23, 2014, https://fortune.com/2014/09/23/royal-philips-is-headed-for-a-breakup/.
11
Philips, Q3 2020 Quarterly Report, accessed November 25, 2020, https://www.results.philips.com/.
12
“Company,” op. cit.
13
“Philips Unveils New Brand Logo and Tagline,” Economic Times, November 16, 2013,
https://economictimes.indiatimes.com/industry/cons-products/electronics/philips-unveils-new-brand-logo-and-
tagline/articleshow/25846437.cms?from=mdr.
14
Grace Ong, “#PR Awards Highlight: How Philips Repositioned Itself as a Healthcare Brand from an Electronics Giant,” Marketing Interactive,
September 22, 2020, https://www.marketing-interactive.com/prawards-highlight-how-philips-solidified-its-positioning-as-a-tech-healthcare-leader.
15
Ibid.
16
“Philips India Limited,” Money Control, December 27, 2007, https://www.moneycontrol.com/company-facts/philipsindia/history/PI.
17
“How We Create Value for Our Stakeholders,” Philips India Limited, accessed January 19, 2021, https://www.philips.com/a-
w/about/company/our-strategy/how-we-create-value.html.
18
“Our Strategic Focus,” Philips India Limited, accessed January 19, 2021,
https://www.results.philips.com/?_ga=2.193609386.641340489.1611033537-1987219745.1610190302#strategy.
19
“Products,” Philips India Limited, accessed November 27, 2020, https://www.philips.co.in/.
20
“Philips India Limited,” India Brand Equity Foundation, accessed March 2, 2021, https://www.ibef.org/download/PHILIPS.pdf.
21
“Annual Report - Philips India Limited,” Karisma KFintech, September 24, 2020, https://dyvmwwyqozzzb.cloudfront.net/main/PHIL-
Annual-Report-2019-20-1.pdf.
22
₹ = INR; 1 USD = ₹ 73.67 on October 22, 2020.
23
“Philips Supports Patient Care with Air Purifiers Sleep Aid Devices, e-Alert System,” Pharmabiz Bureau, May 31, 2016,
http://www.pharmabiz.com/NewsDetails.aspx?aid=95489&sid=1.
24
“How Philips Is Strengthening Its Consumer Engagement to Grow in India,” Business Insider, August 31, 2020,
https://www.businessinsider.in/advertising/brands/article/philips-will-focus-on-faster-innovation-in-diy-cooking-and-home-appliances-
segment-to-grow-in-india/articleshow/77804566.cms
25
“Philips Introduces New Urban Living Series Air Purifier Range with Superior Filtration for Modern Households,” op. cit.
26
“Digital Health Technology Can Revolutionize Healthcare in India, Identifies Philips’ 2019 Future Health Index Report,” Philips News
Center India, August 21, 2019, https://www.philips.co.in/a-w/about/news/archive/standard/about/news/press/2019/20190821-digital-
health-technology-can-revolutionize-healthcare-in-india-identifies-philips-of-2019-future-health-index-report.html; Philips, Adaptive
Intelligence: The Case for Focusing AI in Healthcare on People, Not Technology, Philips Position Paper, September 2018,
https://www.philips.com/c-dam/b2bhc/master/Products/Category/clinical-informatics/hi-av-category/education-center/2018-
Adaptive_Intelligence_white_paper.pdf.
27
“Philips Sonicare CleanCare+,” Philips, accessed June 29, 2021, https://www.philips.co.in/c-p/HX3214_11/sonicare-cleancare-plus-
sonic-electric-toothbrush#see-all-benefits.
28
“Electric Toothbrushes,” Philips, accessed June 29, 2021, https://www.philips.co.in/c-e/pe/electric-toothbrushes.html.
29
“OneBlade,” Philips, accessed June 29, 2021, https://www.philips.co.in/c-p/QP2525_10/oneblade-face.
30
“OneBlade Face,” Philips, accessed June 29, 2021, https://www.philips.co.in/c-m-pe/oneblade-trim-edge-and-shave.
31
“COPD Treatment and Management,” Philips, accessed June 29, 2021, https://www.philips.co.in/c-e/breathe-easier.html.
32
“SimplyGo Mini,” Philips, accessed June 29, 2021, https://www.philips.co.in/healthcare/product/HCNOCTN350/simplygo-mini-
portable-oxygen-concentrator-poc.
33
“Home,” Philips, accessed June 29, 2021, https://www.philips.co.in.
34
Samarpita Banerjee, “How Philips is Strengthening Its Consumer Engagement to Grow in India,” Advertising & Media Insider, August
31, 2020, https://www.businessinsider.in/advertising/brands/article/philips-will-focus-on-faster-innovation-in-diy-cooking-and-home-
appliances-segment-to-grow-in-india/articleshow/77804566.cms.

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35
“2020 May Have Been Difficult, but Philips’s New Ad Campaign ‘Khushiyon Ki Ladi’ Gives You a Heartwarming Reason to Celebrate
This Festive Season,” ET Brand Equity, October 23, 2020, https://brandequity.economictimes.indiatimes.com/news/marketing/philips-
khushiyon-ki-ladi-gives-you-a-heartwarming-reason-to-celebrate-this-festive-season/78827102.
36
“Philips Introduces New Urban Living Series Air Purifier Range with Superior Filtration for Modern Households,” op. cit.
37
Ibid.
38
“Philips Urban Living Series Air Purifier Launched, Price Starts at Rs 17,500,” The Times of India, October 22, 2020,
https://timesofindia.indiatimes.com/gadgets-news/philips-urban-living-series-air-purifier-launched-price-starts-at-rs-
17500/articleshow/78805527.cms.
39
“Philips Introduces New Urban Living Series Air Purifier Range with Superior Filtration for Modern Households,” op. cit.
40
“Philips Urban Living Series Air Purifier Launched, Price Starts at Rs 17,500,” op. cit.
41
“Philips Launches Affordable 800 Series Air Purifiers Exclusively Designed for India,” Philips News Center India, November 28,
2019, https://www.philips.co.in/a-w/about/news/archive/standard/about/news/press/2019/20191128-philips-launches-affordable-800-
series-air-purifiers-exclusively-designed-for-india.html.
42
Phillips Launches New Air Purifiers, Says ‘Effective against Viruses’,” Mint, October 22, 2020, https://www.livemint.com/technology/tech-
news/phillips-launches-new-air-purifiers-says-effective-against-viruses-11603364142166.html.
43
“Philips Launches Real-time DOOH Campaign in Delhi to Raise Awareness about Air Quality,” Exchange4Media, December 13,
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about-air-quality-101723.html.
44
“Philips Launches Affordable 800 Series Air Purifiers Exclusively Designed for India,” op. cit.
45
“Philips India Limited,” op. cit.
46
“Philips Air Purifiers - Breathe the Difference,” Philips, accessed March 8, 2021, https://www.philips.co.in/c-m-ho/air-purifiers.
47
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48
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49
Philips India, “Breathe Again with Philips Air Purifier,” October 15, 2020, YouTube video, 0:25, October 15, 2020,
https://www.youtube.com/watch?v=qa_RoTySJLY&list=RDCMUClB1xP7WLivnQmVvbemIgEg&start_radio=1&t=3.
50
M. Saraswathy, op. cit.
51
Air Treatment Products in India - Analysis, Euromonitor International, January 2020, https://www.euromonitor.com/air-treatment-
products-in-india/report.
52
“Per Capita National Income in India FY 2015-2020,” Statista Research Department, October 16, 2020,
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53
“As AQI Dips across India, Air Purifier Sales Soar over 50%,” op. cit.
54
“Air Treatment Products in India - Analysis”, op. cit.
55
“As AQI Dips across India, Air Purifier Sales Soar over 50%,” op. cit.
56
Douglas Broom, “6 of the World’s 10 Most Polluted Cities Are in India,” World Economic Forum, March 5, 2020,
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57
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58
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59
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60
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61
M. Saraswathy, op. cit.
62
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manufacturers/articleshow/72483187.cms?from=mdr.
63
“Air Purifier Sales See a Spike of 50-60% over Last Year,” The Times of India, November 18, 2019,
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64
Air Purifier Still Struggling to Get Some Air,” Economic Times, November 15, 2018,
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air/articleshow/66629065.cms?from=mdr.
65
“Bio-medical Waste and Air Pollution: Emerging Hazards and Better Understanding of Health Risks,” TechSci Research and ASSOCHAM
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66
M. Saraswathy, op. cit.
67
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68
“Global Residential Air Purifier Market: Analysis of Growth, Trends, and Forecasts Report (2019-2024),” op. cit.
69
Air Purifier Sales See a Spike of 50-60% over Last Year, op. cit.
70
M. Saraswathy, op. cit.
71
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72
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73
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74
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75
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76
“Mi Air Purifier,” Digit, December 2, 2020, https://www.digit.in/air-purifier/xiaomi-mi-air-purifier-2-price-52745.html.

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77
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89
“Twenty-two of the World's 30 Most Polluted Cities Are in India: World Air Quality Report,” op. cit.
90
“Global Residential Air Purifier Market: Analysis of Growth, Trends, and Forecasts Report (2019-2024),” op. cit.
91
“How to Choose an Air Purifier,” op. cit.
92
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95
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96
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98
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99
Company,” op. cit.
100
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101
M. Saraswathy, op. cit.
102
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travel-airbus/articleshow/75673594.cms?from=mdr.
103
Grace Ong, op. cit.

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