Left to their own devices, literally and figuratively, by callous authorities both at the centre and the state level, desperate denizens of India’s national capital and surrounding areas are trying whatever measures they think can reduce the intensity of the gas chamber they are trapped in. And it’s proving to be quite a ‘windfall’ for some business segments, turning on its head the conventional wisdom that pollution stunts economic growth.
It goes without saying that air purifiers lead the pack. Virtually a non-existent home appliance category in the country a decade ago, its makers are now laughing all the way to the bank. Retailers are saying that sales of air purifiers have tripled compared to previous months. Top players include international brands such as Dyson, Panasonic, and Philips. Indeed, this is a sign of the times when the air purifier market, which grew to nearly Rs 800 crore last year, is expected to cross Rs 3,000 crore in the next few years.
It’s not the only gadget coming to the rescue. Many air-conditioner brands even claim their AC filters can clean out particulate matter (PM), which is the reason for the pollution in Delhi.
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The respiratory sector refers to what was essentially a medical market segment selling medicines and inhalers for asthmatic and bronchitic patients. This segment is growing at a compounded growth rate of 12%. According to a market research firm, the maximum sales happen once winter and pollution hit northern India, peaking in December and January before declining from February onward when the spring season starts. In fact, diabetic and cardiac medicines dominate India’s pharmaceutical revenue, except during the cold months of October, November, December etc., when respiratory illness medicines overtake them to the top spot!
On the ground, this is translating into brisk sales for items like masks, pediatric nebulisers and low-dose inhalers. One shopkeeper said that while they used to sell 5 to 6 masks per day earlier, the number has risen to nearly 50 masks per day now.
A community doctor THE WEEK spoke to in Gurugram, Haryana, said the initial claim of authorities that pollution after Diwali was lower than in previous years was an outright lie. “It is so high this time that I have never seen this many young and able-bodied men coming in with chest congestion, coughs and even requiring nebulisers,” she said.
Meanwhile, those who can (read: afford to) are fleeing Delhi for cities with cleaner air. Real estate company representatives say the demand for a second home in the hills that are within driving distance of a few hours, like Nainital and Kasauli, or in smaller towns near Delhi with clean air, like Dehradun and Hardwar, has doubled in the past month.
“As pollution levels in the NCR rise, residents are increasingly exploring second homes in serene, pollution-free destinations like Kasauli, Rishikesh and Dehradun. The demand spans all age groups, with younger families prioritising cleaner environments for long-term living,” said Avneesh Sood, director of leading realty firm Eros Group.
“It’s a trend driven by necessity and the desire for a better living standard,” he added.
While earlier, such demands for second homes came from the affluent classes, brokers and real estate companies say they are increasingly being approached by middle-class people who are pleading with them to find something that will fit their budget.
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