In the 1930s and 1940s, cigarette companies marketed their products using endorsements from doctors. They claimed cigarettes caused “less irritation,” despite the lack of concrete research. Decades later, the truth emerged, and society realized the devastating health impacts of smoking. Fast forward to today, and air pollution has become the modern equivalent of this oversight. Unlike cigarette ads, the dangers of air pollution are backed by mountains of research—and they’re impossible to ignore.
Credits: Mint
According to Anmay Shahlot, co-founder of Atovio, air pollution isn’t just about chronic illnesses. “It actually eats up the years you have and reduces the life expectancy of Indians by an average of 5.9 years. Imagine!” he says. This grim reality inspired Shahlot and his co-founders, Aditi Agrawal and Siddharth Goel, to take action.
The Birth of Atovio
A common worry about India’s declining air quality gave rise to the direct-to-consumer (D2C) company Atovio, which is situated in Hisar. To address this issue head-on, Shahlot, an MBA graduate from IIM Indore; Agrawal, an architect from the Jindal School of Art & Architecture; and Goel, an electronics engineer from IIT Kanpur, pooled their knowledge. The three of them experienced firsthand the devastation caused by poor air quality while growing up in heavily polluted places like Gurugram, Kanpur, and Hisar.
Goel explains, “We wanted to make a product that could really make a difference.” As a result, Atovio created portable air filters that were especially made for the pollution levels in India.
Made in India, For India
While their fathers’ connections in Chinese manufacturing offered a tempting shortcut, the Atovio team chose a different path. “We wanted to align with the Prime Minister’s ‘Make-in-India’ initiative and offer a product tailored specifically for Indian consumers,” explains Agrawal.
Building everything—from design to manufacturing—in India came with its challenges. The team pooled personal savings to fund research and development, ensuring the product was both effective and aesthetically appealing. After rigorous testing at the National Aerosol Facility at IIT Kanpur, Atovio launched its air purifiers in November 2024, just in time for the Diwali pollution spike.
The Technology Behind Atovio
Atovio’s devices employ cutting-edge Advanced Variable Anion Technology to tackle air pollution. This technology generates millions of anions per second, which interact with oxygen to create negatively charged ions. These ions neutralize positively charged pollutants like PM2.5 particles, bacteria, and viruses, causing them to cluster together and fall out of the breathing zone.
According to tests conducted at IIT Kanpur, Atovio’s air purifiers can reduce pollution by 90% within 30 minutes in a 35-cubic-foot space. This impressive performance ensures cleaner, healthier air for users, whether they’re indoors or outdoors.
Sleek, Portable, and Effective
Atovio currently offers two products:
The Pebble: A lightweight, wearable air purifier with a sleek design and filter-free technology. Perfect for daily use, it’s a hassle-free way to breathe clean air on the go.
The Oasis: A desktop air purifier shaped like an elegant flower pot. Ideal for workspaces, it combines functionality with aesthetic appeal.
Both products feature convenient USB-C charging and require minimal maintenance, making them practical for busy lifestyles.
A Growing Impact
Despite being a young startup, Atovio has already made waves. The brand’s products have been endorsed by prominent figures like Savitri Jindal, Shashi Tharoor, and Luke Coutinho. Their commitment to quality and innovation has earned them credibility and a growing customer base.
“One of our key challenges is raising awareness,” says Shahlot. “People treat air pollution as a seasonal issue rather than the epidemic it truly is. We’re not fear-mongering; we’re offering a solution.”
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Credits: Startuppedia
Looking Ahead
Atovio’s founders are already working on new products tailored for specific demographics, including children, babies, and homeowners. With a small but dedicated team, they’re on a mission to ensure every Indian has access to clean air.
As air pollution continues to pose a grave threat, Atovio offers hope—not just in the form of innovative products but as a reminder that meaningful change begins with action. For the millions struggling to breathe freely, Atovio’s portable air purifiers are a breath of fresh air, quite literally.
