Brands
Coughing, Breathing Difficulties, Lung Infections: Consequences of Air Pollution
Every year, as winter settles, the familiar smog returns — bringing with it a sharp rise in coughing, breathlessness, and burning eyes. The pollution levels spike dramatically during these months, often crossing the “severe” mark on the Air Quality Index (AQI).
The Pollution Inside the Homes
What many people underestimate is how this pollution affects health, not just outdoors but within our own homes. From short-term irritation to chronic respiratory illnesses, the consequences are real, and they can begin as much inside our homes as outside.
What makes the situation worse is that these pollutants are microscopic. They can easily enter homes through open windows and ventilation systems, making even indoor spaces unsafe without an effective air purifier for the home. That’s why maintaining clean indoor air through effective air purification has become more of a necessity than a luxury.
Immediate Health Effects You Can Feel
If you’ve been waking up with a sore throat, dry cough, or heavy chest, air may be the culprit. Short-term exposure to polluted air can cause:
● Persistent coughing and sneezing
● Burning or itchy eyes
● Headaches, dizziness, and fatigue
● Breathing difficulties, especially for asthma patients
Polluted air irritates the respiratory tract, forcing the lungs to work harder. Using a reliable air cleaner at home can reduce your exposure to irritants and help maintain healthier indoor air quality.
Dealing with Long-Term Health Consequences
Prolonged exposure to polluted air isn’t just uncomfortable but dangerous. Fine particulate matter (PM2.5) can penetrate deep into the lungs and even enter the bloodstream. Over time, this can lead to chronic bronchitis, asthma, reduced lung function, and cardiovascular issues. This is where HEPA filter technology plays an important role in long-term protection. An air purifier with a HEPA filter captures up to 99.97% of airborne particles as small as 0.1 microns, including dust, smoke, pollen, and bacteria, offering cleaner, healthier air to breathe.
Even indoors, people remain at risk if the home environment isn’t adequately protected. Installing a home air purifier can help create a safe zone.
How You Can Reduce Exposure to Pollution
While large-scale improvements require government and community action, you can still take meaningful steps at home to protect your family’s health:
1. Monitor the AQI: Check the air quality updates regularly before stepping outdoors and take preventive steps like using a mask beforehand.
2. Limit outdoor activity: Avoid walks or workouts outdoors during high-pollution hours.
3. Keep windows closed: Especially during peak traffic or smoggy periods.
4. Use an air purifier: The best air purifier is one that suits your room size and effectively removes fine pollutants.
Modern air purifiers are designed for different room capacities, from compact bedrooms to larger living areas. A high-efficiency home air purifier with multi-stage filtration ensures your indoor air stays fresh, even when outdoor conditions worsen.
Conclusion
The coughing, breathing difficulties, and infections that many people experience are a direct result of prolonged exposure to polluted air. Investing in cleaner indoor air through reliable air purification is one of the most effective ways to safeguard your family’s health.
Eureka Forbes, a trusted name in air purification, offers some of the best air purifier options for homes. Their advanced HEPA air purifiers are engineered to capture up to 99.97% of fine particulate matter, allergens, and airborne bacteria, making them ideal for both comfort and protection. With models designed to suit different room sizes, from compact 200 sq. ft. bedrooms to large living spaces of up to 670 sq. ft., Eureka Forbes provides solutions for every household.
Whether you need an air purifier for a small apartment or a spacious home, their range combines efficiency, smart technology, and durable design to deliver continuous air purification.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
