Culture & Lifestyle / This Is Not A Hoax: Canadian Startup To Sell Canned Air To India

This Is Not A Hoax: Canadian Startup To Sell Canned Air To India

Culture & Lifestyle May 03, 2016

What started out as a gag gift is now an in-demand product in some of the world's most highly polluted countries.

Moses Lam, former mortgage broker and founder of Vitality Air, started the concept of "canned air" after he sold a bag of fresh Canadian air on eBay for 99 cents.

When a second bag went up to $168, Lam decided there could actually be a market for the concept. 

Lam said, “It started as a novelty back in the summer of last year. There were forest fires in Calgary and with all the smoke, people started using our product.” 

Moses Lam, Founder of Vitality Air
Photo Credit: Greg Southam/Postmedia News

Vitality Air made headlines in Canada last year after it launched its product in China. Smog levels in Beijing are considered hazardous. Now, the company sells variously sized cans of "100% Rocky Mountain air" sourced from Lake Louise and Banff and tested for maximum purity. Consumers breathe in the air from the cans through a mask, and the air comes in two flavours.

Lam says the company's air collection method is a “trade secret” but consists of a “giant vacuum” process. “We suck up all the air in Banff, about 150,000 litres every time, and it takes about 40 hours,” he said.

Vitality Air bottles, 100% Rocky Mountain Air
Photo Credit:

Vitality Air is planning to sell canned natural air to Indian consumers this month. 150 sample cans of fresh air arrived in New Delhi last week. This product could be a godsend for New Delhi's inhabitants since the city is ranked first on a World Health Organization list of cities with the foulest air.

The canned air will become available in three-litre and eight-litre options, and twin-packs will cost between Rs 1,450 and Rs 2,800 (approximately $21–$42 US).

“The pollution in India is more than in China," says Lam. "We expect it to be our largest market.”

A Glimpse at Air Pollution in New Delhi
Photo Credit:

Pollution levels are reaching all-time highs in India. With over 8.8 million vehicles and large industrial zones, New Delhi is struggling to reduce pollution.

“The fact that we need to bottle our air and breathe it, just shows how poor the air quality is,” said Chandra Bhushan, deputy director general of the Centre for Science and Environment (CSE), a research and advocacy firm in New Delhi.

The bottles have arrived in India and test marketing will begin soon, starting with the Canadian High Commission in New Delhi and then setting up kiosks in malls along with raising visibility on social media.

Main Image Photo Credit:

Nomaan Khan

Nomaan Khan


After spending some time in a completely different field, Nomaan decided to drop it all and switch to Mohawk College to pursue his longtime interest in the world of Journalism. His experience working in multimedia platforms has helped him develop exceptional skills in thinking on his feet, being ...