Start-Up company eyes Indian market for anti-pollution mask

Kris Lal

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New Zealand based start-up Company Healthy Breath Ltd (Innovators of the award winning MEO anti-pollution mask) is set to enter the Indian market this year.

Concerning reports throughout 2017 have likened breathing air in New Delhi to be equivalent to smoking 50 cigarettes per day.

It is with this knowledge that the Company looks to proceed with an introduction of their range to India.

Healthy Breath Limited Owner David Gao said that air pollution has been a growing concern for many years in densely populated cities around the world.

Revolutionary Mask

“Our mask is revolutionary in terms of the materials it uses, with Lanaco (NZ Wool products manufacturer) creating a filter, unlike any other in the world. This means, in places like India, we can offer a high level of protection while maintaining a sustainable product that is proudly made in New Zealand,” he said.

Mr Gao said that the brand has collaborated with Iconic New Zealand designer Karen Walker, giving the mask a fashionable edge, often absent in most designs.

“Teaming up with Karen Walker was a no-brainer for our company. She is a New Zealand fashion Icon, greatly respected worldwide. We aimed to pair fashion with function, and judging consumer reaction, I believe we have achieved this.”

Passage to India

The MEO mask has been successfully launched in New Zealand and Australia. The next destination was Korea, where a multimillion-dollar distribution deal has been signed.

Mr Gao said that the Indian market has rich potential.

“In India, we have seen concerning reports about air pollution. Our goal is to get MEO to the Indian market, where I believe consumers will love the offering, and more importantly, have the choice to protect themselves and their families against air pollution with a premium, New Zealand-made product.”

“We have had contact from consumers in India through the social media and our website keen to purchase the product. We are currently seeking a distribution partner to allow us to enter the market correctly as each region is different.”

Hazardous Delhi

In early November, the recorded levels of air pollution were so high in Delhi, that American based air carrier United Airlines, cancelled flights due to pollution levels within the city recorded ‘hazardous.’

There was also 20% spike in air pollution-related hospital admissions, and significant delays to transport and infrastructure within the city during the period.

MEO has seen its sales triple at Auckland International Airport throughout its Duty- Free channels in less than a month.

“Our Duty-Free channels have performed exceptionally well. We believe that travellers will account for a good percentage of our client base. We know that families travel together, and in light of this, we will be releasing a children’s range this month,” Mr Gao said.

Exciting Development

The exciting development would be ‘lite’ version to the existing offering, to be announced this month.

Meo is currently looking for potential distribution partners into India and its surrounding regions.

For more information, please visit

Kris Lal is Director of ‘Curator Social,’ a company based in Auckland.

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