A few weeks back, first oxygen bar, the Life Care O2 Bar, was opened in the vicinity of Delhi's commercial hub Connaught Place. The concept is simple--pay for inhaling pure city air, but without city in it. "Earlier when environment was clean, people paid for getting smoke through cigarette, cigars et al and now when even a non-smoker in Delhi smokes eight cigarettes a day, people are willing to pay for getting pure air," says Deepak Singh, a partner of the oxygen bar.

Rising pollution, emergence of new diseases and growing health consciousness are the indirect contributors to this business.

Hitherto the influence of western cultural import was restricted to fashion designers and Bollywood directors only, but now the Indian entrepreneurs are alsohooked on to it. The coming up of such bars in Delhi shows that they are falling in line with the alternative theory of marketing--`availability of product creates demand'. This theory is more applicable to the rapidly changing society like ours where values and ethos are increasingly being driven by market forces.

Though the concept of oxygen bars is already prevalent in the western countries, it is yet to carve a niche here. "Witnessing the success of this concept in the western countries, we thought of introducing it in the domestic market and here is our oxygen bar," says R K Chaudhary, the other partner in the project who was already into medical equipment business.The response has been encouraging.

Says Ajay Malik, one of the first customers at Singh's oxygen bar: "I started feeling fresh and rejuvenated within 15-20 minutes. Inhaling pure air is a soothing experience."

Some customers were, however, not upbeat on the idea. "I didn't feel any change after taking pure air. Most people say they feelvigorous. But it is only psychological," says Ranjana Jetly Battacharya.

Medical grade O2 machine works on pressure swim absorption technique. It captures the atmospheric oxygen which first passes through a molecular sieve that traps the nitrogen in the air, then goes through a bottle of humidifier to neutralise the dry oxygen, before flowing it to lungs.

The customer is made to sit comfortably on soft-cushioned chairs and his only job is to inhale. And the price tag at which this oxygen comes is sure to increase your inhaling power! A daily four litre dose comes with a price tag of Rs 200 an hour, climbing to Rs 2,250 a month. The rate of annual membership is Rs 18,000 and for six months Rs 10,000. Purest of oxygen for a quarter of an year will cost Rs 5,000.

But why would anyone want to shell out hard earned money for the privilege of inhaling pure oxygen? Dr Anand, in-charge of Life Care, lists the reasons. "One, it makes you feel energetic; two, it helps you rejuvenate your brain cells; Three, itkeeps your mental faculties alert."

He claims that this technology is particularly beneficial for asthma and blood pressure patients. It is also recommended for pregnant women as they require more oxygen. Diabetic patients can reduce their insulin level as oxygen oxidises extra sugar. Citing an experiment held in Japan, he says oxygen breaks down alcohol because the liver function depends on oxygen supply.

The enthusiasm of these medical entrepreneurs does not end at oxygen bars only. The overwhelming response from people has boosted their zealousness and now they are planning to launch a oxygen billiard room and gym.

"It was quite cumbersome to sit idle and and keep on inhaling, so we thought of introducing oxygen rich billiards room and gym where one can come and enjoy as well as get pure oxygen," says Chaudhary.

Their long-term planning includes providing pure oxygen in discos, restaurants and even providing small oxygen containers to two-wheeler riders.Life Care claims to be a pioneer in thecountry. But not long ago, a similar concept was launched by the Health Spa, only to abandon it after protests from various quarters.

"The concept of pure oxygen created unwanted debate. To avoid further controversy, we dropped the idea," says Puneet Gupta, director, Health Spa. Leaning to Cassandra on the issue of opening of a new oxygen bar, he adds, "I wonder how the vocal section of the society will react this time."

However, Singh plans to go ahead with their services. "This is a well accepted phenomenon throughout the world. But even if after the positive result it has shown, IMA files a PIL against us, we are ready to fight our case till the end," says Singh.

So strong is their determination that they are opening up a new oxygenated gym in Defence Colony next week, trying to get it inaugurated by none other than environment minister!

As long as IMA does not ignite a legal battle and both parties are firm on their respective stands, the success of oxygen bars lies in concept selling.

It'swhite-collared quackery; we'll take them to court

When pollution is cursed each time one sneezes, how useful is packaged air medically? In an interview with Saurabh Azad, Dr Prem Aggarwal, general secretary, Indian Medical Association, spoke on the futility of such bars. Excerpts

What is your reaction to the opening up of oxygen bars in the Capital?

We strongly condemn them. These people are trying to cash in on the psychology of the masses. This is a white-collared quackery.

What is IMA's plan of action to discourage such concepts?

We are planning to file a public interest litigation against such bars and we will see to it that such bars are banned.

Does pure oxygen has any positive effect on our body?

It has yet not been proved scientifically whether pure oxygen has any positive effect on the body of any normal person. The amount of oxygen our body requires is already available in the atmosphere.

What about the claims made by the oxygenbars?

It may have a momentary soothing impact but if you approach them with a notion that inhaling pure oxygen will purify your lungs pollutants you have already inhaled and improve your health, then you will get nothing but disappointment. In fact, pure oxygen has a harmful effect on the body of normal human beings. We do recommend oxygen, but only to patients. For even them, it is not advisable to take pure oxygen for more than four to five days.