Call it a case of deft marketing, or an alarming sign of times to come, a canary down the coal mine that is the ambient air of major cities in India. Recognising that air pollution in major cities is turning almost fatal for some age groups and people with respiratory conditions, developers are now actively pitching better air quality as a major draw for homebuyers, and are even able to charge a small premium for it.

While much of the supply of such properties, which are often branded as "AQI homes", are coming from Tier-II markets such as Indore and Ahmedabad, some major cities are also getting in on the game, such as Pune. Developers in Pune, which is also facing severe air quality issues due to vehicular and construction-related pollution, as well as industrial pollution, are also ramp

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