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Air fresheners market in India is at its nascent stage. It is valued at Rs 50 crores only and is growing at an average annual rate of 6.2%. Air fresheners are not considered in the priority list of Indian consumer class. This segment is characterized by low awareness among users, high cost, little competition, and ease of usage. However, its market holds a huge potential due to rapid urbanization, increase in disposable income, and growing lifestyle of Indian consumer class. The most common air-freshener used in Indian homes is "moth balls". Nowadays, its use is extending to cars also. For example, Ambi Pur (the no. 1 European brand) was launched as air fresheners for cars. The product has quickly gained popularity among car owners.
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