Rajnigandha’s Reign in the Premium Segment
Gujarat is considered one of the finest markets in India from the perspective of pan masala sales. Although it is fundamentally a ₹5-driven market, there is also a strong presence of premium and mid-premium products. From high-end premium pan masalas to regular category products, virtually every segment of pan masala and tobacco enjoys healthy sales in the state.
Speaking specifically about the premium pan masala category, the DS Group’s Rajnigandha continues to maintain its dominance across Gujarat. Rajnigandha is a premium brand that has consistently held the number one position in the state for decades. Owing to its strong market penetration, other products from the DS Group also enjoy steady demand throughout Gujarat.
One of the distinctive features of the Gujarat market is that many leading premium brands in the country prefer to launch their products here first. Over the past few years, several premium brands have successfully established their presence in the state. However, in the premium pan masala category, Rajnigandha remains firmly at the top.
Signature’s Growing Dominance in Premium
In recent times, Signature has rapidly strengthened its position in the premium segment. As of now, Signature has emerged as a strong player in this category. Similarly, Baba Navratan has built a substantial customer base across Gujarat and currently holds the second position in the premium market. RMD stands in third place.
Over the past few months, RMD has significantly improved and made its packaging more attractive, supported by aggressive promotional activities. As a result, an increase in RMD’s sales is becoming visible. Among other premium products, Director is receiving a good response in urban markets. Baba Navratan, being widely available across major cities and taluka-level markets in Gujarat, has also built a solid customer base. However, the growing presence of Signature has impacted its sales to some extent.
Vimal’s Stronghold in the Regular Segment
In the regular category, Vimal continues to hold the number one position as it has in the past. Despite the upheaval caused by the new taxation system, Vimal remains the king in the ₹5 segment. Currently, the demand for most products in the market is not being fully met.
Apart from Vimal, the supply of almost all other brands remains inconsistent, leading to higher market prices. This situation has benefited Vimal, as its availability has remained steady and uninterrupted. With smooth supply chains in place, customer preference toward Vimal has not only continued but has resulted in a sharp rise in its sales.
Tansen, which ranks second in terms of sales, is facing supply shortages. Due to this, traders are sourcing the product from other states and selling it at higher prices. This situation is prevalent in most parts of Gujarat. If this condition persists for a longer period, Tansen may suffer significant losses in the Gujarat market.
Among other brands, Rajshree and Kamla Pasand are facing severe supply issues. For nearly a month, their availability has been negligible. Brands such as Mehak Silver, Shikhar Dilbagh, Rajnivas, Baba 120, Tara, Shuddh Plus, Madhu Karamchand, Goa, and Pan Parag are also not fully available in the market.
Varanasi Ashiq Gaining Ground in Desi Masala
In the desi masala category, Varanasi Ashiq has gradually expanded its presence across the state. It is particularly popular in industrial areas such as Ahmedabad, Gandhidham, Jamnagar, Morbi, Vapi, and Surat. It is widely preferred among the labor category, which explains its strong availability in shops located in industrial regions.
Mirage’s Monopoly in Tobacco
In the tobacco segment, Mirage has established a near monopoly in the ready-made category. Its sales continue to grow steadily. Among other khaini brands, Bhaskar and Dharival, along with a few others, are witnessing sales.
In the unmanufactured tobacco category, several brands perform well based on regional preferences. Budhalal is popular across Gujarat, Suresh has a strong presence in Saurashtra, Aashajyoti is favored in industrial belts, while Om, JV, Mahendra, and Hanuman Chhap are widely consumed in South Gujarat.
Bagwan and Others Lead the Zarda Market
In the zarda segment, Urmin Group’s Bagwan 138, Bagwan, Anytime, Bagwan VG, and Bagwan 47 have established dominance across Gujarat. The primary reason for their strong sales is their extensive use in “mawa masala.”
In Gujarat, the consumption of mawa masalaprepared by mixing supari and lime with zardais extremely high and continues to grow rapidly. Among all brands, Bagwan products record the highest sales in this segment. They are followed by Tulsi 00, Baba 120 and 160, Ratna 300, Maja, Eagle, Patidar, Sagar, Bhola, and Gopal.
Baba Black Creates a Sensation in Sweet Supari
In the sweet supari market, Baba Black Supari has created a massive buzz. The product has broken all sales records. Initially popular at A-class counters, it is now available at nearly every counter across the state. Both its ₹2 sachets and larger pouches are witnessing strong sales. Baba Black Supari is available even in the smallest towns of Gujarat and is particularly popular among the youth.
Capitalizing on Baba Black’s success, almost all major supari brands operating in Gujarat have launched their own “Black Supari” variants in the market. Additionally, the trend of ₹5 zipper pouches in the sweet supari category has increased significantly. Brands such as Dost, Bablu Gold, Ritik, Maza, Meenakshi, My Star, Aunty, Dillagi, Avni, and Anni have all introduced zipper pouch variants in Gujarat.
Pass-Pass – The King of the Mouth Freshener Market
In the mouth freshener segment, DS Group’s Pass-Pass enjoys the highest demand. Calling it the king of the market would not be an exaggeration. In certain regions, Chutki also records good sales in this category.
Mukwas consumption is also very high in Gujarat. Brands such as Anand, Sugam, Meetha Paan, King Royal, Murli, Gopal, Bhumi, Indori Paan, and Mobile are performing well. In silver-coated dates, Tulsi is doing well. Recently, Anand Gujarat launched Khanjan Khajoor, which is being praised for its excellent taste and is gaining strong customer acceptance.
