Written by Tanisha Cardozo || Team Allycaral
Croma has recorded a significant shift in consumer behaviour in 2025, with air purifier demand rising by 30 percent year-on-year across its online and offline channels. The company’s latest analysis reveals that Delhi NCR continues to dominate the category, accounting for an overwhelming 72 percent of all air purifiers sold, reflecting the region’s ongoing struggle with poor air quality and its heightened sensitivity toward pollution-related health concerns. Maharashtra followed with 12 percent and Karnataka with 4 percent, showing that other states too are witnessing an increase in awareness and adoption.
Consumers across India are choosing purifiers equipped with HEPA filters, widely recognised for their ability to eliminate airborne particles including dust, pollen and mould. A growing segment of buyers is also opting for advanced models featuring multi-layer protection combining pre-filters, activated carbon filters and UVC LED technology to ensure a more comprehensive defence against pollutants and odours. According to Croma, air purifiers have evolved from niche seasonal products to essential year-round appliances as customers increasingly prioritise clean indoor air, particularly in pollution-prone cities.
Design preferences also play an important role in purchase decisions. White continues to be the most preferred colour among customers, accounting for 77 percent of all units sold, followed by black at 19 percent and metallic shades at 4 percent. The preference for minimalist colours suggests that buyers want devices that blend seamlessly with modern home interiors. In terms of pricing, the ₹5,000 to ₹15,000 segment emerged as the highest-selling category with 49 percent of overall sales. The super-premium range contributed 36 percent, signalling that more customers are ready to invest in devices with better room coverage, enhanced filtration performance and smart features. Philips and Dyson together commanded an impressive 84 percent share of air purifier sales at Croma in 2025, reinforcing their strong leadership in the category.
Croma also reported that it witnessed its highest-ever weekly sales of air purifiers within a single week, which alone accounted for 27 percent of its annual category sales. This surge aligns with spikes in pollution alerts, changing weather patterns and heightened public attention on air quality. Approximately 12 percent of customers further opted for Croma’s ZipCare plans, ensuring long-term protection and service support for their devices. Through constant analysis of customer behaviour and external conditions, Croma continues to position itself as a trusted advisor, helping customers choose the right air purifier based on their space, budget and health needs while offering the latest advancements in design and technology.
