Kolkata: in India have doubled over the past two years, with annual sales nearing ₹1,000 crore, as falling prices and growing focus on healthy eating turn a once-niche product into the fastest-growing category in , industry estimates show.



In the top league


Air fryers now rank among the top two or three product segments after mixer-grinder for several small appliance makers, overtaking mass-market categories such as irons and induction cooktops. Leading players in the segment include Philips and .



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"Indians are health conscious but will not compromise on taste. That's where air fryers have made a mark... They deliver the same taste with guilt free eating, while reducing cooking oil requirement by up to 90%," said Gulbahar Taurani, managing director of , which sells the Philips range of small appliances in India.



He said air fryers have started eating into the business of ovens and convection microwaves.




The category, however, took more than a decade to gain traction after its introduction in India in 2012. A sharp correction in prices helped bring the product within reach of a much wider consumer base.



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"Price points that used to be around ₹10,000 have now crashed to about ₹4,000. This has opened up a much larger market," said Home Appliances founder and chief executive Ravi Saxena. The market is crowded with more than 40 brands, making it one of the most cluttered electronic categories in India.



Rising popularity


The growing popularity of such as Ozempic, which has brought greater focus on healthier eating habits, and proliferation of user-generated cooking videos and recipes on social media, have helped fuel the demand, industry executives said.




president Deepak Bansal said the product is gaining traction beyond metros, with adoption spreading to and smaller towns, adding that it is the fastest-growing category within kitchen appliances. "Companies are evolving within the health space and addressing consumer apprehensions, including concerns that these products may release harmful toxins," he said.




Wonderchef's Saxena highlighted "the growing concern about health in the post-pandemic era." Air fryers is the second-largest product category for the brand, overtaking cooktops and electric kettles this year.