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

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Atmosphere Mini
Atmosphere Mini

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%[5]

–       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

Kolkata, September 27, 2019: Amway India, the country’s largest direct selling company[6], announced the launch of Atmosphere Mini™– indoor air purifier. Amway, the makers of Atmosphere™- the world’s largest selling home air treatment products[7], has developed Atmosphere Mini™ which is equipped with better than HEPA[8] grade filter to capture particles as small as 0.0024 microns with a single pass efficiency of 99.99%[9]. 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[10]. 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%[11] and comes with Allergy UK Seal of Approval[12]. 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[13]. 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[14]

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[15]. 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. 

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