Eveready introduces air-purifiers to leverage brand strength

To boost its small home appliances category, battery major Eveready Industries today introduced air-purifiers, days after announcing plans to restructure its packet tea business.

The company will try to leverage its brand stregth to get a pie from Rs 120 crore air purifer market in India.

"The Air Purifier market in India is at a nascent stage and we believe this category will be critical in providing cleaner air indoors. We plan to target 5 to 10 per cent of the market by making the product more affordable and accessible to the larger consumer market, Eveready India managing director Amritanshu Khaitan said.

The company has not disclosed the price points in the already highly competitive air purifiers market.