Lahar and Paheli Creating a Buzz
In Jabalpur, Katni, Sagar, Seoni and Narsinghpur, which fall under the Mahakaushal region of Madhya Pradesh, as well as several rural areas of Marwar, Lahar and Paheli pan masala have been creating a strong buzz. While Lahar is selling well in some markets, Paheli has created considerable excitement in others. During Tobacco Plus’s market survey, retailers said that consumers are appreciating the taste of both products. Along with good quality, both brands also offer higher quantity.
A similar situation is being witnessed in the Malwa region, particularly in Indore and Ujjain. Demand for both products is especially strong in rural areas. So much so that even established brands in these markets are facing stiff competition from Lahar and Paheli.
Lahar is available in two segments with MRP options of ₹10 and ₹20. The ₹10 pouch contains 25% extra masala, while the ₹20 pack contains 22 grams of masala.
Lahar is a product of Jatashankar Traders. During the survey, it was observed that apart from Madhya Pradesh, these brands are also witnessing strong sales in several mandis of Chhattisgarh. As a result, several regular brands are being affected.
Pan Bahar Number One in the Malwa Region
Pan Bahar, a product of Ashok & Company, has been continuously strengthening its presence in the plain pan masala market and has established a strong position in several mandis across the country. Madhya Pradesh is considered one of Pan Bahar’s strongest markets.
Although the brand has a good presence and strong sales across Madhya Pradesh, it is number one in sales in the Malwa region, particularly Indore and Ujjain. Its sales in the region have remained strong for decades. This success is credited to its C&F agent, Bantu Bhai. His firm holds the C&F agency for Pan Bahar across Madhya Pradesh.
Even during periods of product shortage, he never allowed the product to be sold in the black market. Wherever possible, he ensured regular availability of the product. Backed by its excellent taste and superior quality, Pan Bahar continues to receive strong market acceptance.
According to the Tobacco Plus market survey, the product is also in very good demand in Lucknow and other markets, while it has achieved good growth in Uttarakhand. In eastern Uttar Pradesh, particularly the Purvanchal region, Bahar, another product from the same group, also enjoys a strong position.
Signature Performing Exceptionally Well in Mahakaushal
In the Mahakaushal region of Madhya Pradesh, Signature, the premium product from the Dilbagh Group, has rapidly advanced and established itself as a successful brand.
All three variants of Signature—₹5, ₹10 and ₹20—are selling at the number-one position in the region. Market experts told Tobacco Plus that Signature has captured around 80% of the premium market.
At present, Signature is one of the most successful brands in the country and continues to gain popularity. Backed by excellent quality and a strong taste, Signature has achieved remarkable success in Delhi, Uttar Pradesh, Bihar, Madhya Pradesh, West Bengal, Odisha, the North-East and several other states.
It is particularly successful in the ₹5 and ₹10 MRP segments. Following the new taxation regime, the ₹5 pack contains 1.75 grams, with 55 pouches per packet. Similarly, the ₹10 pair contains 2.5 grams of masala, with 37 pouches per packet.
Its zipper and tin packs are also witnessing strong demand. The company is highly active in Gujarat as well, where demand for the brand continues to grow.
Vimal 5000 Creating a Buzz
Following the new taxation regime, Vimal 5000 has been creating a major buzz, while Vimal as a brand is also witnessing strong growth. Its growth is being seen across every state, from Delhi, Uttar Pradesh, Bihar and the North-East to Madhya Pradesh and Rajasthan. From Siliguri to Cooch Behar in North Bengal, Vimal 5000 has registered tremendous growth.
During the market survey, retailers told Tobacco Plus that in the ₹5 segment, it is number one in terms of sales. Market experts told Tobacco Plus that the extent of its growth can be gauged from the fact that it has captured around 60% of the market among the main running brands.
Following the new taxation, neither its price was increased nor was there even the slightest reduction in its gram weight. Most importantly, the brand did not face any shortage in the market. Market experts told Tobacco Plus that following the new taxation, Vimal’s sales have increased by 25–30% across the country.
Vimal 5000 is selling strongly from the smaller towns to the interiors of Uttar Pradesh. It has been the number-one brand in Gujarat for decades and also maintains a strong presence in the southern states.
Patel Pan Masala Gains Ground in Mahakaushal
Patel Pan Masala, a product of R.K. Products, Gwalior, has emerged as the number-two selling brand in the Mahakaushal region of Madhya Pradesh. It is available in a ₹20 zipper pack, containing 19.8 grams of masala.
Jabalpur, Chhindwara, Balaghat, Narsinghpur, Katni, Seoni, Mandla and Dindori, which fall under the Mahakaushal region, are considered excellent markets for jumbo-pack pan masala. This has traditionally been a cash-and-demand-driven market.
Following the new taxation, the supply of these products was disrupted. However, Patel Pan Masala benefited from being a locally produced product and managed to maintain its availability in the market. This proved advantageous for the brand.
It is worth mentioning that the region is a very strong market for jumbo packs. Rajshree has already established its presence here in ₹20 and ₹40 packs. According to customers and retailers surveyed by Tobacco Plus, Patel Pan Masala has established a strong foothold in the market. Besides offering higher quantity, the product is also appreciated for its good taste.
Shikhar Moving Towards a New Experiment
Shikhar, a leading brand that is rapidly moving towards becoming a pan-India brand, is now preparing to introduce a new concept. The proposed experiment is to offer three servings for ₹10.
During the implementation of the new taxation regime, supply disruptions affected sales in some mandis, but the brand has since recovered. Having won the hearts of consumers with its excellent taste, Shikhar is now rapidly working towards offering three servings.
Shikhar holds the number-one position in Delhi, Jharkhand, West Bengal and the North-East. In Guwahati, it dominates the ₹5 segment, with a market share of around 80%. It is also in strong demand in Madhya Pradesh, Rajasthan, Gujarat, Punjab, Haryana and Telangana, among other states. The brand is also growing rapidly in Uttar Pradesh.
Market experts told Tobacco Plus that Shikhar could bring about significant changes in the market in the coming days. The ₹5 category is particularly in demand in terms of volume.
Sweety Supari Holds the Number-One Position in Sales
From children to senior citizens and from women to young consumers, Sweety Supari is equally popular across age groups. Its popularity can be gauged from the fact that it has a strong presence not only at paan shops but also at grocery stores.
In a way, Sweety Supari has established its taste and popularity across the country in the sweet supari market. Today, it has achieved the position of a pan-India brand, and it also holds the number-one position in sales in the Mahakaushal region.
Industry sources told the Tobacco Plus team that Sweety Supari has the highest sales in the sweet supari category. The ₹2 MRP saffron-flavoured Sweety Supari has created a major impact in terms of sales. It is number one in Uttar Pradesh and also holds the top position in distant Telangana.
Besides these markets, it is also among the leading brands in terms of sales in Delhi and several other states across the country. Despite being a very old brand, it has successfully maintained its quality and taste.
Hot Preparing for Launch in Several More Mandis
The Dilbagh Group has already launched its new pan masala product Hot in several mandis across the country with an attractive promotional scheme. Following the positive response received from these markets, preparations are now in full swing for its launch in Delhi, the North-East, Madhya Pradesh, Chhattisgarh, Bihar and Jharkhand.
Launched in a ₹5 pair, each packet of Hot contains 33 pouches, with a total masala quantity of 2.8 grams, whereas the usual practice is to have around 30 pouches in a packet.
Under the promotional scheme, each packet contains a cash coupon worth ₹30 to ₹50. Market experts told Tobacco Plus that the brand benefited in several mandis from its attractive scheme as well as shortages of other brands.
It is noteworthy that shortly before the implementation of the new taxation regime, the company had launched Hot in Telangana, where it is also receiving good market acceptance. Positive signals are also coming from Kolkata.
Several products from the Dilbagh Group are making their mark in different mandis across the country—whether Dilbagh in the regular segment or Signature in the premium segment.
RMD Also Holds a Strong Position in Malwa
RMD has a strong position in the major cities of the Malwa region of Madhya Pradesh, including Indore, as well as in the surrounding districts. Marketed with the tagline “Unche Log, Unchi Pasand”, RMD is a super-premium pan masala available at ₹10 and ₹15 MRP. The ₹10 pack contains 2 grams of masala, while the ₹15 pack contains 3.5 grams.
This export-quality product may appear slightly more expensive compared with other brands, but it is considered an excellent product in terms of quality. Gujarat and Karnataka are its number-one markets. This premium product from the Manikchand Group has maintained a strong position since its launch. Consumers who prefer RMD generally do not opt for other brands.
While other brands are available in tin packs, RMD is currently available only in pouches. However, customers have been consistently demanding a tin-pack version of the product. During the Tobacco Plus market survey, market experts said that RMD enjoys good sales not only in India but also in international markets. The product is exported to several countries across the world.
Ritik Gold Registers Strong Sales
Ritik, a product of the HC Group, Ujjain, enjoys a strong presence in the sweet supari market. It has a particularly strong presence in the Malwa region of Madhya Pradesh, where the ₹5 segment is prominent. Ritik Gold holds the number-one position in sales in this market.
The company’s other supari products include Ritik Classic Gold, Ritik Mouth Freshener and Rasna Rose, among others. Ritik Classic Gold in the ₹5 MRP segment and Rasna Rose supari in the ₹1 pouch are performing strongly in several mandis of Uttar Pradesh.
Apart from these, the company’s other supari products have given Ritik a strong presence across 26–27 states, including Uttar Pradesh, Madhya Pradesh, Rajasthan, Punjab, Haryana, West Bengal and the North-East.
Despite the strong dominance of Sweety Supari, Ritik has successfully developed a good market base. During the Tobacco Plus survey, retailers said that one of the key reasons behind its growth is the company’s deep understanding of the market and its strategy of developing products according to consumer preferences.
All these products are known for their distinctive flavours and taste. The company also has extensive experience in this segment.
Tansen Moving Towards Regaining Its Earlier Position
Tansen, counted among the country’s select leading brands, had a very strong position in Madhya Pradesh. However, its sales were badly affected due to supply disruptions during the implementation of the new taxation regime. Other brands took advantage of its shortage in the market and penetrated its customer base.
However, Tansen is now rapidly moving towards regaining its earlier position. Its marketing team remains continuously active, and its strong efforts are resulting in improved market placement.
During the survey, market experts told Tobacco Plus that Tansen holds the number-one market position in Rajasthan, Uttarakhand and Uttar Pradesh, particularly Agra. Bihar, Jharkhand, Assam and Gujarat are also among its strong markets.
Following the implementation of the new tax system, limited production resulted in a shortage of Tansen in the market. Because of this shortage, consumers who preferred Tansen had to face difficulties for several weeks. However, the situation has now returned to normal, and Tansen is once again moving rapidly towards restoring its previous market position.
Pan Parag Supreme Gains in Madhya Pradesh and Chhattisgarh
Madhya Pradesh has traditionally been one of the strong markets for Pan Parag. It is one of the country’s oldest and most reputed products. A few months ago, the company made changes to its marketing structure, and the move has produced positive results.
Over the past three months, Pan Parag Supreme has witnessed strong growth in sales in Madhya Pradesh and Chhattisgarh. Market experts told Tobacco Plus that the company understands the pulse of the market and therefore made changes to its marketing team, which are now delivering good results.
The company has also deployed its marketing team in some mandis of Gujarat, where the brand is gaining momentum. Pan Parag Supreme is witnessing good growth at the ₹20 MRP.
Similarly, Pan Parag Supreme is receiving an excellent response in Darbhanga and Madhubani in Bihar. Retailers told Tobacco Plus that apart from its strong quality and taste, the brand’s attractive promotional scheme has proved to be an added advantage.
Halchal Receives Good Response Following Its Launch
The Tiranga Group recently launched its new pan masala brand Halchal in Guwahati and several mandis across the North-East. It is available in ₹5 and ₹10 pairs.
Halchal is receiving a good response in these markets, with consumers appreciating its taste. Market experts told Tobacco Plus that if the company’s marketing team remains equally active, the product could establish a strong position in the region on the strength of its taste.
The company appears encouraged by the positive response to Halchal. It has entered the market with an attractive promotional scheme aimed at popularising the brand and reaching a larger number of consumers. The company’s primary focus is on market placement.
The Tobacco Plus survey found extensive placement of Halchal in the market. The level of activity of the marketing team clearly indicates that the company’s strategy is to establish Halchal across Assam and the wider North-East.
44 Number Premium Khaini Growing Across the Market
44 Number Premium, a khaini brand in Uttar Pradesh, is witnessing growth across the state, particularly in rural areas. The brand has registered strong growth in Etah, Etawah and Hathras, as well as in the Braj region and markets such as Mathura, Agra, Aligarh, Meerut, Muzaffarnagar and Saharanpur.
The company is highly encouraged by the positive response that 44 Number Premium is receiving from the market. Its marketing team is also continuously active to ensure product availability.
The manufacturer of the Peeli Patti premium khaini brand 44 Number is making every effort to establish the product firmly in the market. The company’s marketing team is working extensively to strengthen its presence.
Market experts told Tobacco Plus that the brand is witnessing very good growth in sales. The primary reason behind this growth is its quality. During the Tobacco Plus market survey, consumers said they are increasingly attracted to the brand because of its taste and quality.
Baba 120 Registers Strong Sales Growth
Baba 120, the premium pan masala from Dharampal Premchand Ltd., is witnessing tremendous growth in sales. Consumer interest in the brand is rapidly increasing across several mandis in the country. The states where Baba 120 has established a strong reputation for its taste include Uttar Pradesh, Bihar, Gujarat, Telangana and Rajasthan, among others.
It is priced at ₹10 per pair and contains 3.5 grams. Zarda is also provided with the product at the ₹10 price point. During the Tobacco Plus market survey, industry sources said that although the quantity is slightly lower, consumers have developed a strong liking for its taste, which is driving sales growth.
Backed by its quality and taste, Baba 120 is currently witnessing strong demand across several states. Consumers are appreciating its taste so much that demand continues to rise. Its ₹10 pair and attractive grammage are also giving it an edge among consumers. According to market experts surveyed by Tobacco Plus, Baba 120 has also received a very good response in North Karnataka.
Bambaiya a Hit Brand in Several States
Bambaiya, the popular mouth freshener brand from S.K. Products, Indore, has a very strong market in Bengaluru. With its commitment to quality and sound business approach, Bambaiya has become a preferred choice across age groups, from children to people in their fifties, particularly among increasingly health-conscious consumers.
Along with its ₹1 pouch, sales of the ₹5 pouch are now growing rapidly. Bambaiya Choco Gold is performing very well in Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Rajasthan, Gujarat and Haryana, among other states.
Consumers are also showing strong preference for Bambaiya Black Choco, available at an MRP of ₹2. The continuous growth in Bambaiya’s sales indicates that after pan masala, zarda and supari, the mouth freshener market is rapidly establishing a strong position of its own.
Market experts told Tobacco Plus that Bambaiya is preparing to introduce four to five new and innovative products in the market shortly.
Auntie Supari Witnessing Growth in Sales
SKB Industries, Indore, has a strong presence in the supari market. Its supari brand Auntie holds a good position across several states. Its key markets include Madhya Pradesh, Chhattisgarh, Uttar Pradesh, Rajasthan and Karnataka.
Auntie is available at an MRP of ₹1, while its Black Supari is also recording good sales.
During the market survey, industry experts told Tobacco Plus that consumers are increasingly turning towards sweet supari and mouth fresheners as an alternative to pan masala and zarda. Auntie, like other supari brands, has benefited from this changing consumer trend. As a result, the brand is witnessing continuous sales growth.
Auntie Supari is popular among consumers across different age groups. According to market experts, Madhya Pradesh, Chhattisgarh, Rajasthan, Karnataka, Maharashtra, Gujarat and Uttar Pradesh have emerged as some of the strongest and largest markets for the mouth freshener industry.