Oxygen Optimizer is not Air Purifier

Whenever we talk about Air Pollution, only conventional method to curb comes in mind are Air Purifiers. Although, beside Air Purifiers there are Oxygen Optimizer in the market too which is other method to improve air quality. Prodyut Bora, CEO of Bonphul elaborates us about the product and its characteristics.

Prodyut Bora, CEO, Bonphul

What is an oxygen optimizer?
Oxygen optimizer is a product that optimizes indoor oxygen level at 21%, neither more, neither less. Mountain fresh air--or, more correctly, pure air--is supposed to have 21% oxygen, 78% nitrogen and 1% other gases. An oxygen optimizer manages the most crucial
aspect of air: oxygen.

Bonphul is a product pioneer--1st in India, 2nd in the world--in the domain of building oxygen optimizers. Bonphul is a 6-month old company, and hence the product is only that old in the domestic market. But Bonphul sees a huge market potential for its products: our analysis shows that this is Rs 25,800 crore market. Even if Bonphul can capture 2% of the potential, this is a Rs 516 crore market opportunity.

What’s the difference?
An air purifier and an oxygen optimizer are both Indoor Air Quality (IAQ) products. But while an oxygen optimizer acts like a sieve and removes particulate matter, an oxygen optimizer adds additional oxygen to indoor air such that it reaches the optimal level of 21%. The operating words here are ‘removes’ and ‘adds’: one removes something, one adds something.

The best use of the oxygen optimizer is in the night when one is asleep. As all doors and windows are closed at night, there is very little leakage of oxygen. As one is stationery, one gets to consume maximum amount of oxygen.

What is Bonphul product portfolio?
Bonphul has two range of products:
Residential & Light Commercial Range
- 10 LPM (litres per minute)
- 20 LPM
Heavy Commercial Range
- 50 LPM

Competitors and USP of the products
As a product pioneer, Bonphul does not have any competition. At this moment it is enjoying a first-mover advantage. The USP of the product is that it provides Mountain Fresh Air in the midst of a polluted city at almost close-to-zero operating cost.

Almost anybody who has ever been to the mountains know how it feels: the freshness, the vigour. And once having tasted the mountain air, almost everybody desires to return to it again and again. Bonphul cannot get you the mountains, but it can definitely provide you its air. Bonphul has globally-recognized international certifications like ISO and CE. It is also a Member of the Indian Green Building Council. This is more than good enough for our customers.

We are also seeing significant tractions in real estate, corporate offices and high-end private residences. There is an equal interest between the enterprise and consumer segments. Everybody understands the importance of oxygen and how it can enhance quality of life. The only difference we find is that enterprise deals take much longer to finalize due to the number and layers of decision-makers.

What is marketing strategy to tap market?
We have three strategies, and they are: educate, educate, educate.
1. Educate about the many aspects of pollution, and why oxygen is the most important aspect.
2. Educate about how oxygen contributes to health and well-being.
3. Educate about the availability of a product that can give mountain-fresh air (21% oxygen).
To execute this strategy, all we need is (financial) means. The more the means, the faster we can grow.