A STUDY ON HVAC FILTER MARKET FOR LUXURY BUS SEGMENT IN INDIA

EXECUTIVE SUMMARY

The history of HVAC filter started in 1940s when it was discovered by the
American automobile manufacturer Nash Motors in their trade name Weather
Eye. Air filter is a device made of fibrous or porous materials which helps in the
removal of solid particles such as dust, pollen, fungus and bacteria from the air.
Filters contain catalyst such as charcoal(carbon) which helps in the removal of
odors and gaseous pollutants. Air filters are mostly used in building ventilation
systems and in engines.

Since this study deals with HVAC filters, there is a need to identify both the
customers in OEM’s of HVAC filters and Independent after market customers
as they are directly related to HVAC system.

In the present situation everyone is focusing more on pollution free

environment there is a huge market for HVAC filters. The people in India
started using more luxury vehicles due the high comfort and reduced cost in the
ticketing of luxury buses. This creates an increase in sales of HVAC systems.
Thereby increasing the sales of HVAC filters.

The MANN+HUMMEL Group is headquartered in Ludwigsburg within the

metropolitan area of Stuttgart, Germany and is one of the three world leaders in
development, production and distribution of liquid and air filter systems, intake
manifold systems and cabin filters. Additional products include cylinder head
covers made of plastic with many integrated functions for the automotive
industry, and filter elements for the maintenance and repair of motor vehicles.
For general engineering, process engineering and industrial engineering sectors
the product range includes industrial filters, membrane filters and equipment for
water filtration.

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Over

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INDUSTRY PROFILE

Air Pollution is one of the most serious problem in the current generation.
In the case of air pollution, India is the third largest after China and United States.
So in order to protect from harmful gases and dust particle filtration is very
important. Filtration is defined as the separation of the useful from the harmful.

The filter industry is growing at a rate of 14%. Filtration can be seen all
around the world in both developed and developing countries. From drinking
water to the air we breathe everything is filtered to prevent various bacteria’s,
virus and dust from entering our body that causes various diseases. So the filter
industry has a huge market share in the present world. Indian filter Industry has
carved a niche in the global market and earned a reputation for the durability,
quality, and style. The Filter Industry provides the best current technology in
support of cleaner environment.

Population growth has led to an increase in the demand of filters in the

market. The improvement in the digital technology as computer circuits have
grown smaller and smaller the filtration technologies have grown and became
more sophisticated. Due to rapid urbanization the improved infrastructure and
requirement of human beings including water, power, transportation all of which
require filtration. The change in the climate and natural resource scarcity has
made an awareness among the humans defining the need of filtration, so that we
can develop an ever growing population with sufficient supply of fresh air and
water. The increase in demand of filters will create industrial expansion and
innovation.

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Application of filters in automotive industry is numerous. Depending on

the type of vehicle, around one hundred different types of filters are used to get
maximum efficiency and better life of engine and its parts. Some filters should
be changed frequently such as oil filters, intake air filters and cabin filters, while
other filters may last the life of vehicle. Critical filters are used in diesel fuel/
water separation, fuel vapor recovery system and fuel injectors. All these filters
requires different pore size and surface characteristics to meet the stringent
specifications.

The major players in filter industry are:

 MANN+HUMMEL FILTER PVT LTD

 WIX
 BOSCH
 MAHLE
 PUROLATOR
 LUBER FINER
 DONALDSON
 BALDWIN

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COMPANY PROFILE

Background and Inception of the Company

MANN AND HUMMEL FILTER PVT LTD is a German based

manufacturing Company established in 1941 by Mr. Adolf Mann and Dr. Erich
Hummel and headquartered in Ludwigsburg, Germany. MANN AND HUMMEL
FILTER PVT LTD comes under MANN+HUMMEL GROUP. The company is
specialized in the global filtration market. The company provides customers and
business partners with innovative products and services for an excellent price-
performance ratio. The main operations of the company are focused on the health
and mobility of people. The success of company mainly depends on combining
the knowledge and experience of employees with reliable technology and have
been able to convince the customers with excellent products and services for
many years.

The company provides employment for 20,000 employees and its

subsidiaries have more than 80 locations in 5 continents. The sales revenue of the
company comes around 3.5 billion Euros. Around 73000 different types of
products are produced by the company. The company is owned by the family of
two founders. The company works successfully with start-ups and other
companies from a variety of sectors to develop intelligent products and digital
services. In India the company is located in Bangalore, Tumkur and Bawal.
Research & Development centre and main office is situated in Bangalore.
Production centres are located in Tumkur and Bawal.

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Nature of business carried

MANN AND HUMMEL FILTER PVT LTD is engaged in the

manufacturing and exporting of different type of industrial and automobile filters
and engine plastic components. The company develops, manufactures and
distributes liquid and air filter systems, intake systems, thermal management
components, powertrain and engine plastic components, such as manifolds, ducts
and cylinder head covers with integrated functions for the automotive industry.
The products are supplied to its various customers in Original Equipment
Manufacturer, Original Equipment Supplier, Independent Aftermarket and
Private Labelling. The company gains access to new technology and markets and
comes in contact with new ideas, products and materials. This helps in creating a
flexible environment to meet the requirement of customers.

The first products were fabric air filters made in Ludwigsburg. After
more than seven decades, the company could attain as a global market leader for
filtration with locations on all continents. As the introduction of assembly line
production, the company could enter into industrial mass production. The
company management introduced extensive various social policy measures like
company health insurance, profit sharing, company pension scheme, house
ownership at a low cost through a house program has made employment at
MANN+HUMMEL even more attractive. Investment in the field of research and
development helped the company in focussing more on filter market and to
become a leading filtration specialist.

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Vision, Values, Mission and Quality Policy

Vision

Leadership in filtration by inspired people delivering outstanding solutions and

superior results.

Values

Filter stands for:

 Focus
 Integrity
 Leadership
 Teamwork
 Excellence
 Respect

Mission

To be a reliable partner for the customers, a top-class employer for the

employees, a profitable company that takes its environmental and social
responsibility seriously.

Quality Policy

The company is focused on the health and mobility of people by ensuring

the customers with best quality products with the help of innovative technology
and committed with customer focus, satisfaction and optimum utilization of
resources.

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Strategy

The strategy ensures that the management do not deviate from the path
towards ‘market leadership in filtration’. The focus of the whole company
strategy is the development of more sustainable and increasingly intelligent
products. Every decision in the day to day activities are taken based on this.
Excellent plan is put into practice on a daily basis in order to achieve this success.
The strategic plans are designed to illustrate the development opportunities for
the MANN+HUMMEL Group all over the world.

Product Profile

The company is mainly into the production and export of liquid and air
filter system which is made of synthetic fibre layer, cellulose and ultrafine glass
fibre. Powertrain and engine plastic components are also produced by the
company with the help of polyphenols. All these products are made of good
quality materials according to the requirement of customers to satisfy their needs.

The filter consist of three layers, particle filter layer, carbon layer, bio function
layer. Based on the purpose or function different types of filters are used in
engines. Engine plastic components like manifolds, ducts and cylinder head
covers that are used in engines to reduce weight, increase performance and
durability. Filter separates the useful from the harmful.

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Some of the products are:

Cabin Air Filter Fuel and Oil Filters

Intake Manifold Water filter

Area of Operation

The company has its subsidiaries spread in all the 5 continents in almost 80
locations. The products are sold in both regional, national and international
market. The company always wanted to be close to the customers and meet their
needs. Therefore, it is still best to make the most important decisions personally
at a local level. As a result, subsidiaries are spread on all five continents. Since
there is a large demand for filters in automobile and industrial sector the business
is spread around the world.

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Ownership Pattern

The Company is running as a family business with constant growth in

revenue for four generations. The ownership of the entire company lies with
MANN family and HUMMEL family. The company is governed by the board of
directors consisting of both MANN family and HUMMEL family. The profit is
shared among the board of directors and rest is used for R&D and employees
welfare.

Infrastructural Facilities

The introduction of assembly line in the 1950s has led the company to
enter into industrial mass production and internationalization. As a result
company expanded its business in almost 80 locations in all the 5 continents. The
company invested most of the profit in research & development so a large number
of R&D centres were opened in almost all the locations. The headquarters consist
of highly advanced R&D centres in 4 floors. As the business is spread around the
world the company has its subsidiaries in all the 5 continents. Highly advanced
plant with imported machines are used for delivering high quality products that
satisfy the needs of the customer. The plant and company offices are provided
with a good environment with the help of their intelligent air solutions, so the
employees can work efficiently and become a top class employer to the
employees.

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Achievements / Awards

 1942 - First air filter in cyclone design.

 1958 - First spin-on filters for oil.
 1968 - First plastic passenger-car air filter.
 1981 - First plastic intake manifold.
 2003 - First fully plastic oil module worldwide.
 2013 – World’s first diesel fuel filter with three-stage water separation.
 3000 patents and applications.
 Top 50 patent applicants in Germany.
 International General Motors Award “Supplier of the Year”1999.
 Toyota Certificate of Recognition 2001 for quality.
 Honda Supplier Award 2002 for excellence and quality.
 Volkswagen Group Award in 2002.
 SPE-Management Awards in 2003.
 Ford Q1 Award in 2003.
 Bosch Supplier Award in 2005.
 Nissan North America Quality Award in 2009.
 Maruti Suzuki Award in 2011.
 “MANN-FILTER most popular filter brand in Chinese Aftermarket” from
China Automobile Industry Co. Ltd.
 Volvo Quality through Excellence Award in 2013.
 Nissan Quality Excellence Award 2013.
 Best Employer of the Year 2014.
 Ford World Excellence Award in 2015.
 Everest Award 2017: MANN+HUMMEL, Brasil.

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MCKINSEY 7S MODEL

STRUCTURE
Structure defines the way in which people in an organisation are grouped
and to whom they are accountable. It defines how the organization performs or
works. The main departments in a structure include production, marketing,
human resources and accounting. The employees of the company are classified
into Top Management, Middle Management, Supervisor and Worker staff.

The Top Level Management consists of board of directors, chief

executive. Top management is responsible for the smooth functioning of the
company and they are the policy makers of the organisation. Every important
decisions with regard to diversification, productivity, manpower planning etc are
taken by the top level management. The information’s flow from top management
to the bottom level. The strategic plans and policies for the enterprise are prepared
by them. It controls and coordinates the activities of all the departments.

The Middle Level Management consist of branch managers and various

departmental managers. The middle management caries out the implementation
and execution of policies and make plans for sub units of organization. They
participate in training and development of lower level management. They
evaluate the performance of junior managers. They are concerned about the day
to day operations of the firm.

The Lower level management consist of supervisory/ operative level of

management such as supervisors, foreman, superintendent etc. They ensure the
policies and objectives of the company are carried out on time. They motivate
and helps to solve the problems of workers. They are responsible for the quality
as well as the quantity of production.

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STRATEGY

Strategy is defined as the sum of actions of a company intended to achieve

long term goals. The top management creates the organizational strategies while
the middle and lower level management adopt the goals and plans. Company’s
strategies are framed based on the mission, which defines why the company is
into business. Strategies of the company are prepared based on the how to become
a reliable partner for customers, a top class employer for the employees, a
profitable company that takes its environmental and social responsibility
seriously.

The company is focussed mainly on becoming a leadership in filtration

by acquiring many top filter brands. Strategies are prepared to satisfy the
requirement of customers and make huge profit margin out of it. The company
tries to maintain the existing customer by becoming a reliable partner. It is the
duty of the marketing department to attract new customers and create sales. The
employees are considered as a main part of the company. All the members are
allowed to express their ideas to improve and develop innovative products. The
quality of a product is an important factor coming to the development of
strategies. The company is able to maintain its customers by delivering a good
quality desired products at minimum cost. The customers are given huge
discounts when they purchase in large quantity.

Some of the strategies implemented to deliver good quality desired

products are doing control and inspection of products before delivering. All the
errors are well analysed and corrected and finally it is delivered to customers. The
company’s products are fully based on creating an eco-friendly environment and
creating social responsibility among the people.

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SKILLS

A skill can be defined as the learned ability to bring about predetermined

result with maximum certainty to the minimum outlay of energy and time. Skill
sets are essential for the employees of the company to excel in business. Such
skills can be enhanced with the help of proper training and development.
Continuous evaluation is required to improve the skills of the employees. Skills
could be developed by employees only by proper training and application of
knowledge acquired during training through practice.

The key elements of skills are as follows:

a) Consistency
b) Coordination
c) Minimum effort
d) Continuous practice

Some of the basic and essential skills that every employees requires are:

a) Leadership skills
b) Communication skills
c) Team management skills
d) Problem solving skills
e) Decision making skills
f) Time management skills
g) Learning skills
h) Stress management skills

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STAFF

Staff defines the employees of the company. The employees of the

company are classified as Top management, Middle management, Junior
Management, Supervisors and work staff. The employees are recruited through
both on campus and pool drive. The employees are given proper training for about
6 months and they are given certain task or projects and they have to work on it.
All the employees of the company work in a team, whole heartedly and that leads
to the success of the company. Employees are given proper recognition and
rewards in the company based on performance. Some of the employees are send
on international assignments based on their efforts made in the company. All the
employees are working whole heartedly to achieve their vision of Leadership in
Filtration. The company invest more on Research & Development to develop
innovative technologies in the filters to have a unique selling proposition in the
market.

The Top management consist of Managing Director, Chief General

Managers and various functional department managers. The Middle level
management consist of Senior Managers and Deputy Managers in respective
disciplines. The Junior Management consist of Assistant Managers, Senior
Executives and Assistant Executives in respective disciplines. The Supervisory
category consist of Senior Quality Inspectors and Senior Security Inspectors.

The Top Management is responsible for the smooth running of the

company. They carry out the framework of mission, vison, strategy and policies
of the company. Every decision regarding production, diversification manpower
planning etc. will be done by top management. The middle level management
executes the decision of top management. The junior management will carry out
supervisory role and ensures the companies policies are carried out.

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STYLE

The management of the company is adopting Top-Down style of flow of

information. The policy formulation and other important strategic decisions are
taken at the board level. The company considers its main asset as its employees
so they are given more importance by maintaining employee relation, labour
welfare, safety and security. The employees are given proper training at the time
of joining and they are given proper remuneration.

Review meetings are done whenever a new product launch or bulk sales
happens. The problems and effects of the product in the market is discussed and
a final decision is taken by the top management. Before launch of a product a
proper market study is undertaken in order to analyse the market and to conclude
whether the product will meet the requirement of customers. The problems faced
by the employees are discussed and issues are sorted out and solutions are found
out. So that the productivity of the company will not be affected in any manner,
such meetings also helps in improving the co-ordination and co-operation
between the inter department and employees. This will also help to avoid
distortion communication or delay in communication.

The company focus mainly on the health of the employees so they can work
effectively and efficiently. The company provides holiday packages for
employee’s family once in a year. The company celebrates almost all the
important moments with the employees to motivate them and boost their efforts.
All the employees in the company work as a team and as a family. They help each
other to solve the problems. A great co-ordination can be seen among all the
employees. All the problem are well discussed and solutions are found out.

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SYSTEM

Order execution system is followed in this company. A particular order is

procured by the sales team by visiting various reputed buyers. The design and
requirement of the buyer is processed by the sales team and they will prepare a
detailed costing report and submit the same to the buyer and the buyer may or
may not negotiate on the price offered. Once if the buyer accepts the price, they
will issue a purchase order with all the details, terms and conditions.

The company upon the receipt of purchase order will take necessary steps
to source the required raw materials based on the order quantity received. The
purchase order of the raw materials will be initiated by the material department
of the company. Raw material quality and quantity inspection is done and it is
stored in the warehouse. The designing team will design the product and gets the
approval from the customer and top management and hence the design is sent to
the production line to start the production. A sample is first manufactured and
that is sent to the buyer for approval if there is any modification it is sent back to
the company and hence the sample is sent to the production line for large scale
production.

The raw material is carried out from one machine to another to get the
final finished product that satisfies the needs and requirement of the buyer. Then
the product is passed down for final quality inspection. The products that pass the
quality inspection are send to the buyer and those doesn’t meet the quality
standards are either modified and sent or moved to scrap. The final products after
inspection are packed and labelled and handed over to the shipping and invoice
is sent to the buyer. Based on this payment is done.

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SHARED VALUES

Shared values of the company include customer satisfaction, product

diversification, sales boosting and follow business ethics and commitment to the
community and environment by creating an eco-friendly environment. The
commitment to the buyer with regard to the quality and timely delivery of
product. The company has given more importance in becoming a reliable partner
for the customers and a top class employer for the employees. The company is
focused on creating an eco-friendly environment and takes social responsibility
seriously. The Air purifier manufactured by the company is used in their offices
to show the customers in experiencing the fresh air in the surroundings. Shared
Value is the interface at which business goals meet social needs. The company’s
ultimate goal is to create an eco-friendly environment and work on the social
responsibility which makes the company unique from rest of the competitor’s.

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SWOT ANALYSIS

STRENGTH

 The company creates more value for its customers to maintain the
relationship for future.
 The company has successfully completed 77 years of experience in the
filter industry.
 The employees are considered as company’s asset so that they feel like
they are working for their own family.
 The company has fully fledged Research and Development centres which
consist of advanced technological equipment’s to introduce innovative
products into the market.
 Highly educated and skilled employees helps in finding the solutions for
almost all the problems.
 All the employees work whole heartedly as a team to find solutions for the
problem.
 The large warehouse can store the raw materials and finished goods which
helps in reducing the lead time.
 Different types of filters are manufactured by the company which are used
based on their application.
 The company has strong vision and values that helped in the rapid growth.

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WEAKNESS

 The company diversified from the filter market to the manufacturing of

engine plastic components which resulted in the acquisition of major
market share by the competitors.
 Lack of promotions on filters in the market has led to the reduction in sales.
 The life of the filter is less, which has adversely affected the company in
terms of sales volume.
 After sales service and maintenance cannot be provided for filters because
they cannot be serviced and reused.
 Customers are not able to access the company because offices and plants
are available only in limited locations and they are far from each other.

OPPORTUNITIES

 The government of India is focussing more on eco-friendly environment

so the company has a huge filter market.
 As the growth rate of luxury bus market is high there is a huge market for
HVAC filters.
 Pollution is increasing at a fast rate so company can invest more on air
purifiers.
 As the pollution outside the vehicle or building is high so with the help of
filters and air purifiers we can create a clean healthy environment inside
the vehicle or building.

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THREATS
 Recession, macroeconomic uncertainty and un-employment are the
economic indicators which will daunt the industry for a long period of time.
 Change in government policies and regulations adversely affected the use
of vehicles in the present world that resulted in the reduction of sales of
filters.
 The competitors like Bosch who has already diversified into different areas
is a threat for the company.
 Sales has reduced due to high price because of the usage of high quality
raw materials.

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LITERATURE REVIEW

According to the study done by International Center for Technology

Assessment (July 2000), the polluted air inside vehicle cabin is a hidden threat to
drivers. People spend most of their time in vehicles. They use vehicles to go for
work, to buy products from super market or to meet family members etc. Traffic
and other roadway delays also makes people to stay inside car for a long time
even though they just wanted to travel only short distance. The study shows that
air pollution inside cabin is more severe than outside. The air inside cabin
includes more amount of carbon monoxide, benzene, nitrogen oxides and fine
particulate matter than ambient air. The concentration of carbon monoxide is
expected to be 10 times higher inside vehicle cabin than outside. Studies have
shown that more exposure to volatile organic components and particulate matter
can cause serious health issues. Some of the particulate matter are cancer agents.
These pollutants can irritate eyes, nose and respiratory system of people who are
exposed to them. People who are asthma patients and has other respiratory
problems face more difficulty than general public in breathing because of polluted
air inside cabin.

Richard Tay, Zhongchao Tan and Xiaoying Cheng (2008) has conducted
a study on relationship between perceived in-cabin air quality and driver’s self-
reported health and alertness. They found that the quality of air inside the vehicle
cabin can disturb the attention of drivers while driving. This affects the driving
performance and safety of all road users. The pollutants like carbon monoxide
(CO) and nitrogen dioxide (NO2) emitted by other vehicles from the exhaust
enters the vehicle cabin and it affects the driver’s health and alertness. CO2 at 700
parts per million (ppm) or lower does not have any effect on humans but more
than that they will experience dizziness, nausea, headache, tiredness within 45

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minutes. There is a threat for life if people are exposed to highly polluted air for
more than 3 hours. With the help of questionnaire they found that perception of
air quality in vehicles cabin are significantly related to the alertness of drivers
while driving.

Heinz Burtscher, Andreas Mayer, Siegfried Loretz, Markus Kasper and

Jan Czerwinski (2009) has done a study on the need of air quality filtration in
vehicle cabins. They analysed the use of filter system which allows the reduction
of concentration of ultrafine particles in vehicle cabins. The nanoparticles cannot
be fully removed with the help of ordinary filters used in ventilation system, so
the concentration of nanoparticles inside and outside the cabin remains more or
less same. The use of very high efficient filters and a high performance blower
allows reduction of nanoparticles inside the cabin.

A study has been done by Feng-Chyi Duh (July 2015) on the effects of
different ventilation methods on vehicle cabin air quality. Due to the rapid growth
of automobile industry the importance of air quality inside vehicles has become
an important social topic. He found that changing the internal circulation of air
conditioning system to external circulation will reduce the carbon dioxide
concentration by 50%. The interior temperature of the cabin will result in increase
in the concentration of toxic compounds. The concentration of volatile organic
components is higher in concentration in warm parked vehicles when compared
to moving vehicles with operating air conditioning. The use of air fresheners act
as a mask but does not remove odors. The study has shown that heat index could
be reduced by 50% and volatile organic compounds can be reduced by 77%.
Detailed analysis shows that it’s better to use external circulation in air
conditioning system than internal circulation.

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According to Bin Xu, Xiaokai Chen, Jianyin Xiong (2016) the air quality
inside motor vehicle cabins are not good. People spend almost 5% of their time
in vehicles every day. The emissions from exhaust fumes which is carried inside
by the ventilation of the car and emissions from various interior components are
the significant sources of air pollutants that leads to many breathing problems like
asthma. All these diseases arise due to the high concentration of pollutants inside
the cabin. They has identified various pollutants like semi-volatile organic
components, ultrafine particles, carbonyls, aromatic hydrocarbons and microbes
as the primary cause for air pollution inside the vehicle cabins. Air can be
recirculated and purified with the help of high efficiency air filters to lower down
the air pollutant concentration. This is the most effective way of reducing air
pollution inside vehicle cabin. They insist the future work should focus on
improving air quality inside the cabin with the help of advanced air filters and
investigate on the various air pollutants that causes various health risks.

Joanna Faber (2017) has studied about the air quality inside passenger
vehicles. Based on his study he found that vehicle interior is a specific
environment which includes lubricants, hard and soft plastics, paints, adhesives
and many others. Particularly in case of newly produced vehicles number of
volatile and volatile organic compounds (VOC) are emitted in a large amount and
that influences vehicle interior air quality (VIAQ). Many of these compounds
may not be harmful for human health but some of them are toxic and the vehicle
manufactures have to take a major concern while delivering vehicles. The
pollution level inside cabin varies from one vehicle to another which may be
influenced by atmospheric conditions, external pollution, user habits, quality of
materials used and others. He has explained the main air pollutants and their
concentrations inside vehicle cabin. New vehicles and old vehicles in different
locations has been analyzed by him to determine the vehicle interior air quality.

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Synthetic materials inside vehicle emits number of volatile organic compounds.
The concentrations of different organic compounds are higher in new vehicles
and it decreases with the vehicle age increases. In used vehicles organic
compounds from exterior sources can be eliminated with the help of proper air
filters and thereby air quality inside vehicles can be improved. But in case of new
vehicles air quality depends on the quality of materials used in vehicle cabin.

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RESEARCH METHODOLOGY

TITLE:
A STUDY ON HVAC FILTERS FOR LUXURY BUS MARKET IN INDIA.

STATEMENT OF THE PROBLEM:

The company is already having a filter market for all the applications in
different types of vehicles segments, but the percentage of sales of HVAC filter
in luxury buses is less compared to other segments. This led to the study of HVAC
filters for luxury bus market in India.

OBJECTIVE:
 To determine the size of luxury bus market in India.
 To identify the major bus fleet owners and HVAC companies in India
 To understand the HVAC filter market in India.
 To analyze the product gap analysis of HVAC filters.

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