Philips India: Launch of New Air Purifiers
Philips India is a leading player in the air-treatment products market in the country. Philips India's launch of the New Urban Living Series air purifiers aligns with the company's continued focus on enhancing people's health by leveraging technology to promote healthy living and prevention. The case describes how, given the challenges in the residential consumer segment, Philips India intends to back its competitive strategy logic of entering the air purifier market and leverage its brand equity in healthcare to differentiate itself from its rivals and overcome the hurdles it is likely to encounter in a nascent but overcrowded market. Neha Srivastava is affiliated with National Institute of Industrial Engineering. Sandeep Puri is affiliated with Asian Institute of Management.