This Brand is Trying to Gain Success By Spreading Fresh Air to Every Lung Possible

Smita Nag
Smita Nag Aug 22 2018 - 3 min read
This Brand is Trying to Gain Success By Spreading Fresh Air to Every Lung Possible
India's air purifier market is set to grow at a CAGR of about 50% during 2014-19.

From the past couple of years, air quality in metro cities has turned toxic due to heavy pollution causing agents, which is causing severe health concerns for humans as well as all living beings. This has opened a door of opportunities for air purifying companies.

According to 'India Air Purifier Market Forecast & Opportunities, 2019' - a TechSci Research Report, India's air purifier market is set to grow at a CAGR of about 50% during 2014-19.

In a casual interaction with Franchise India, Jai Dhar Gupta, Founder, Nirvana Being, a pioneer in innovative products and solutions for protection against indoor and outdoor air pollution, speaks about how his experience pushed him to start a business to help others breathe pure air, which we have taken for granted all this while.

Tryst with the Idea

While preparing for a marathon in 2014, in Delhi’s morning air, Jai Dhar Gupta got a lung infection due to the air pollutants.

He immediately started to look for solutions to protect him and to put an end to his sons' asthmatic attacks due to Delhi's polluted environment both indoor and outdoor.

And this was how the idea of air purification through Nirvana Being struck him.

Nirvana Being and its team have been at the forefront of not only raising awareness on air pollution but also presenting various protective solutions that can help purify the environment.

Challenges and Marketing

Gupta says, “The challenge has been getting people to understand the need and importance of these products in their routine lives. People in India have various myths related to use of products meant to save them from air pollution – like using these products will lead to a decrease in their immunity levels.”

He says, “Nirvana Being is constantly and consistently working to attract attention and thereby spread the correct understanding and burst the many myths about pollution and the environment.”

He adds, “We’ve had ITC Maurya, The Oberoi, Fitness First, PVR Cinemas, Roseate House - I call these enterprises ‘thought leaders’ - all are first movers to implement Indoor Air Quality." 

Gupta speaks about marketing the business as: Our marketing is clearly led through an active social media campaign. The central air purification business is marketed through MEP consultants and architects, as well as the Executive leadership at Companies.

Spreading Awareness

About Expansion plans, Gupta says, “Nirvana Being has a twofold growth strategy, wherein we are offering new enterprise solutions, latest consumer products and are responding to opportunities by adding further value to the masses well-being, related to air pollution. We are focusing on the geographic expansion of markets beyond Delhi NCR.”

He adds, “With the latest WHO report, we wish to actively address air pollution issues in other Indian cities, where the awareness is very low and the environmental conditions are getting worse every day.”

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