There are many who believe, that a day will come when we pay for even the air we breathe! Probably, that day has already dawned upon us! Recently, consumer goods major RB (Reckitt Benckiser) announced the launch of Dettol Air Protect Mask. The product has been launched together by Dettol and Amazon India respectively. The brand been exclusively launched on Amazon for a price of Rs. 699 and will soon be available in other e-commerce sites, according to a company statement.

With over 80 years of strong heritage in product innovation and creating new categories in the country, Dettol has been consistently ranked amongst the most trusted brands in the country. Dettol has further strengthened its legacy of product innovation and commitment towards improving the health and hygiene of consumers by launching a solution for the growing menace of air pollution.

“The timing of the product launch could not be better, as large parts of the country gears up for Holi bonfires this week, that are expected to send air pollution levels soaring high”, Arjun Purkayastha, the marketing director of Dettol in developing markets at RB, said. “The risk from air pollution is very real and getting worse by the day. While we all work towards a longer term goal of reducing pollution, it is also important to protect ourselves from its adverse impact on a daily basis.”

A 2015 WHO (World Health Organisation) report had revealed that 13 of the 20 most polluted cities in the world are in India. Particulate matter (or small airborne particles) is among the most detrimental of these pollutants. Studies link it with increased rates of chronic bronchitis, lung cancer and heart disease. Air pollution can potentially cause some dangerous allergies as well, including coughing, rhinitis, asthma and so on. Whether on a motorcycle or are just out for an evening jog, air pollution can pose a serious threat to a person’s health.

Saurabh Srivastava, the Director Category Management – FMCG (Fast Moving Consumer Goods), Amazon India said, “Customers today are very health conscious and we are witnessing an increase in demand for such products on our Health and Personal Care Store.” The e-tailing giant already sells a variety of air-filters and anti-pollution masks. One such offering from innovation giant 3M retails for Rs. 125 on Amazon, against the marked price of Rs.300.

Marketing consultants however, have few worries. They fear that the price tag might relegate the product to a niche. Another issue that could play a spoiler is the consumer behaviour in India, where a majority of the population still believes in washing and re-using things. In this case, the product filters may not be as effective, if they are washed.

The Dettol Air Mask claims to protect you from PM 2.5, bacteria, dust and even pollen. It is mean for daily use when there is haze, dust or pollution. The product comes with two replaceable filters for added protection with four layers of protection, two filters provided, adjustable ear loops for a comfortable fit, which are specially designed with zip lock carry bag.