'Expect the unexpected' is the brand promise of 'moonbow', which in tangible terms
simply translates into something unanticipated, a surprise. This quality of the brand will
be visible through differentiated product experiences and significant benefits that it
will offer to target consumers. 'moonbow' is meant for consumers who are conscious about
the overall well-being of their family and want to live a robust and healthy lifestyle.
Air purifiers is the first product being introduced under this brand. Powered by Puri
5 technology, aÂ 5 stage filtration process in every model irrespective of the price band,
'moonbow' is an uniquely different product that the Indian consumer has not yet
The importance ofÂ 5 stage filtration lays in its ability to sieve away unsafe levels
of particulate matter in the air, also known as particle pollution or PM up to 2.5
micrometer in size. There are several sources of PM 2.5 size particles: dust, cooking,
automobile emissions, forest fires, agricultural burning to name a few, which impact our
breathing process,Â and their contribution is on the rise. This is where 'moonbow' air
purifiers with their inbuilt modern technology will make the difference.
Speaking at the launch,Â Mr. Sandip Somany, Joint Managing Director, HSIL Ltd, said,
"We as a company are always on the lookout for growth opportunities in the market, which
can complement both our existing business as well as provide scope to venture into new
business categories, linked with homes and improving consumer lifestyle. Entering the air
purifier category, is based on market prospect, which is positive, driven by the
environmental situation and consumer demand to live smart and breathe fresh. As for the
decision on adding another brand to our brand portfolio, we felt the need to differentiate
within our product offerings as well, since 'moonbow' will focus on 2 newÂ products related
to well-beingÂ and freshness. It is a very strategic assessment of the company's vision for
the future as we target 5% market share in the first year of operation. We are aiming to
be among the top two in 3 years," he added.
'moonbow' air purifiers are being launched simultaneously on e-commerce (amazon) and
brick-n-mortar outlet (Croma). Three models are introduced priced at INR 34,990, INR
15,990 and 12,990 respectively. In the first phase of launch, 'moonbow' air purifiers will
be available in select Tier A cities that fall under bad AQI (Air Quality Index).