Worsening air quality across Indian metros during winter 2025 is driving a sharp shift in urban consumer behaviour, with Mumbai emerging as a key hotspot for pollution-related searches, according to the latest data from Justdial Limited.
While Delhi continued to face severe air quality episodes, Mumbai also recorded a noticeable deterioration in Air Quality Index (AQI) levels during peak winter weeks. Monitoring stations across traffic-heavy and industrial zones reported AQI levels ranging from Poor to Very Poor, highlighting that pollution concerns are no longer limited to North India.
Against this backdrop, Justdial data shows a strong surge in searches linked to air quality solutions and regulatory compliance during October–November–December 2025 (OND’25). Searches for Air Purifier Dealers rose 103% pan-India year-on-year, with Mumbai ranking among the fastest-growing markets, alongside Gurgaon. The sharp increase reflects growing concern around indoor air safety as outdoor pollution levels worsen.
Mumbai also stood out in searches for Pollution Under Control (PUC) Testing, signalling heightened awareness around vehicular emission compliance. Pan-India PUC searches increased 55% year-on-year in OND’25, with Mumbai showing notable traction among major metros. This indicates that residents are not only seeking to protect indoor environments but are also responding proactively to emission norms.
The data points to a dual behavioural shift—immediate protective action through air purifiers and a longer-term, compliance-driven approach toward reducing pollution impact. Compared to the previous quarter (July–August–September 2025), pollution-related searches continued to show steady growth, suggesting sustained intent rather than a short-term seasonal spike.
Justdial’s findings underline that for cities like Mumbai, pollution is increasingly influencing everyday decisions. From cleaner indoor air to responsible vehicle ownership, urban consumers are responding with greater urgency, positioning pollution as a year-round concern shaping search behaviour and lifestyle choices.
