Multistage air purification, magic fill for automatic water refill, intelligent full remote control, fully closable automatic louvers, system restore function, cool flow dispenser and empty water tank alarm are some of the new age features that are being offered in today's evaporative air coolers. Earlier, when there was a mention of air coolers, all one could think about was big, bulky, noisy steel bodied structures fitted outside a window and whose only feature was high speed air throw for cooling. Time has changed now and so have the evaporative air coolers. The over-sized air coolers have been changed to sleek looking trendy ones. And cheery on the top, these smart and light weight coolers don new and cool features to lure customers in an effort to make the most of the early onset of summer. Big players are introducing more and more feature-rich air coolers every year in order to grab the biggest slice of the market. According to a recently published report of Bonafide Research, "India Evaporative Air Cooler Market Overview, 2016-2022", the organized evaporative air cooler market is expected to grow at a CAGR of more than 14% in the next five years. Symphony who is the market leader have introduced a surfeit of features in their recent evaporative air coolers. These air coolers have i-Pure Technology for multi-stage air purification, Power Saver Technology for low power consumption, Dura-pump technology for extended pump life, Empty water tank alarm for water level warnings, Intelligent remote which gives full-function with timer facility and feather-touch digital control panel for ease of operation. Even though Symphony has been losing market share in the past few years, it is working hard to maintain the brand position in the market and not let any other company threaten its dominant spot. As the air cooler segment has been evolving at a faster rate than expected, companies like Bajaj, USHA International, Voltas etc. are betting big on new products with innovative features. Voltas, which has seen tremendous growth in the air coolers segment, has managed to gain a remarkable market share in the first two years only. Presently, branded air coolers are available in the Indian market between the price range of INR 3200 to INR 18,500 in various types such as window, desert, tower and personal coolers. Innovations include modern features being added this year like anti-bacterial material, increased air flows and robust design. Consumers sensed a certain vacuum in air coolers segment for better quality products and thus to tap into this gap new branded players are entering the market, along with abundant new models being launched every year. Major companies operating in the evaporative air cooler market of India are Symphony Limited, Bajaj Electricals Limited, Usha International Limited, KAIL Limited and Voltas Limited.