Eureka Forbes launches India made air purifier in market

Shapoorji Pallonji Group firm Eureka Forbes, a leading consumer goods company, has launched its first 'made in India' model to consolidate its position in the segment.
The company which has set up a unit at Bengaluru, plans to manufacture its entire range of air purifier for its domestic as well as global markets from here, as per its long-term strategy.
Priced at Rs 31,990, Eureka Forbes has introduced Aeroguard 4s in India and is also exporting it to over a dozen countries.
"This is part of our long-term approach in the market where we are building the category. We are feeding the market for long-term based on the inputs, which we have," Eureka Forbes CEO - Direct Sales and Senior VP, Marketing, Marzin R Shroff told PTI.

Eureka Forbes has invested around Rs 40 crore towards building its air purification business.
"We have invested over Rs 40 crore towards building our business on air purification. This includes a manufacturing facility and state-of-art research, development and certification capabilities inhouse," he added.

The company is using the new facility for other products as water purification devices for its global markets.
At present, Eureka Forbes has a range of eight model of air purifier and except Aeroguard 4s, rest are manufactured in China. However, the company has plans to manufacture them here one by one in its long term approach.

"Most models in the future will be produced and scaled up from here. Today, we are learning and testing the market. However, in the future, like we have done in Water, all models will be manufactured in India," he added.
The Bengaluru plant has a capacity to roll out 100,000 units per annum which can be extended to 500,000 units per annum.
"We have already started working on the second model. It takes around 12 to 18 months to design and develop a model," Shroff said.
According to Shroff, although, presently there is not any quality specification for the air purifiers here, but Eureka Forbes is getting its its range certified from world renowned German 'GUI-Lab', known for highest standards of air quality.

"All products (air purifier) whether they are made in China or India, are launched after they certify it," he added.
Eureka Forbes is also exporting Aeroguard 4s to global markets from its Bangalore unit to around 13-14 countries.
The Mumbai-based firm has presence in categories as water and air purification systems, vacuum cleaners and security systems. However, its water and air purification business contributes around 70 to 75 per cent of total turnover.
Shroff had earlier told PTI that Eureka Forbes aims to become a USD 1 billion company by 2020.
Eureka Forbes, through its wholly-owned subsidiary Lux International, operates in over 48 countries in Europe, North and South America, and Australia.