In the last six months, air fryers have become increasingly popular, with many people, including colleagues and friends of the author, owning one. According to Amazon India, sales of air fryers, especially from brands like Agaro and Philips, have grown by 1.65x.
Philips launched the air fryer in India in 2012, and Pooja Baid, Chief Marketing Officer of Versuni India (formerly Philips Domestic Appliances), reflects on the device’s journey. She explains that during the COVID-19 pandemic, as people spent more time at home, they explored healthier and more efficient cooking methods, boosting the air fryer’s popularity. The device became widely known for frying without oil, and Philips focused on educating consumers about its versatility.
Baid shares that the main challenge was overcoming misconceptions about the air fryer’s capabilities. While many knew it could fry without oil, many didn’t realize it could also make items like cakes, pizzas, and even roti. Extensive research dispelled misinformation, and Philips has worked to showcase the air fryer’s full potential.
The key consumer demographic has shifted from early adopters in metros to a broader range of customers, with growing interest from non-metro areas. The typical buyer now spans ages 22-55 and includes both men and women, as the air fryer offers convenience and flexibility for anyone who enjoys cooking. Philips’ campaigns have helped bridge the gap, especially with festive seasons driving a spike in sales.
Ultimately, air fryers have become more than a trendy kitchen gadget; they represent a modern, healthy cooking alternative.