Swagat Makes a Powerful Comeback in a New Avatar
At a time when intense competition has emerged among several legacy brands following the implementation of the new taxation system, Swagat Pan Masala has been reintroduced to the market in an attractive new look. The company has relaunched the product in striking red pouches, offering it in two variants priced at ₹5 and ₹20.
The ₹20 pack contains ten pouches and comes with an added incentive in the form of cash coupons ranging from ₹50 to ₹500. According to retailers who spoke to Tobacco Plus during a market survey, consumers are responding positively to the taste of the newly launched Swagat.
In addition, the ₹20 pack offers cashback coupons ranging from ₹10 to ₹100, which are further attracting consumers toward the brand. Market observers indicate that the encouraging response has generated considerable enthusiasm within the company.
It is noteworthy that the Swagat Group, which has achieved remarkable success in the khaini segment, is now re-entering the pan masala market with renewed focus through Swagat Pan Masala. The group’s flagship product, Swagat Khaini, enjoys strong popularity and a well-established presence across multiple states, including the national capital Delhi. Leveraging this extensive distribution network, the company now aims to establish a strong foothold in the pan masala segment as well.
Shikhar Dominating in Multiple States
One of the country’s leading brands, Shikhar Pan Masala, is rapidly moving toward becoming a pan-India brand, driven by its superior taste and consistent quality. The brand currently holds the number-one position in Delhi, Jharkhand, West Bengal, and several states across the North-East.
In Guwahati, Shikhar dominates the ₹5 price segment almost single-handedly, commanding an estimated market share of nearly 80 percent. The brand has also been witnessing growing demand in states such as Madhya Pradesh, Rajasthan, Gujarat, Punjab, Haryana, and Telangana.
In recent months, the company has intensified its focus on the Uttar Pradesh market. Market experts told Tobacco Plus that Shikhar could potentially trigger significant shifts in the competitive landscape of the state in the coming years.
While the ₹5 segment continues to drive the highest volumes, Shikhar has also achieved notable success in the ₹10 category. The company additionally offers jumbo pouches priced at ₹20, which are gaining increasing traction in the market.
Signature Witnessing Exceptional Demand
Signature, the premium offering from the Dilbagh Group, has emerged as one of the fastest-growing brands across the country. Particularly in the ₹5 price segment, Signature has established itself as a highly successful product in most states.
Its impressive growth can be attributed to superior product quality combined with a taste profile that has already become highly popular among consumers. In Uttar Pradesh, both the ₹5 and ₹10 variants are experiencing strong demand.
Market sources informed Tobacco Plus that due to factory closures, fresh supplies have been limited, resulting in the product being sold at a premium in the grey market reportedly fetching nearly ₹15,000 extra per carton.
Thanks to its consistent quality and taste, Signature has secured strong positions in Delhi, Uttar Pradesh, Bihar, Madhya Pradesh, West Bengal, Odisha, and the North-East, among other regions. These markets have effectively become the brand’s strongholds.
Industry observers believe that Signature has successfully created its own distinct consumer base in the premium category. Demand for its zipper packs and tin packs is also extremely robust. According to the Tobacco Plus market survey, Signature currently leads the ₹5 segment in several states and continues to strengthen its premium brand positioning.
Experts also suggest that the new taxation structure is likely to benefit certain brands significantly, with Signature expected to be among the key beneficiaries.
Meenakshi Chutney Enjoys Strong Popularity
Meenakshi Chutney, a well-established name in the pan chutney segment, is witnessing exceptional demand in Maharashtra. The brand is widely recognized for its consistent quality.
Its popularity can be gauged from the fact that customers often ask for paan specifically by the name of Meenakshi. Karnataka, Telangana, and Andhra Pradesh also represent major markets for the brand.
Consumer loyalty toward Meenakshi has remained strong for decades. The company maintains strict quality control standards, which has helped build deep trust among customers. This credibility has enabled the company’s products across segments to perform well in the market.
At present, Meenakshi has become almost a mandatory product for paan shops, dominating the chutney category. Paan retailers informed Tobacco Plusthose variants such as Meenakshi Deluxe, Meenakshi Saffron, Sandal, Pineapple, and other flavours are witnessing strong demand.
The Tobacco Plus survey further indicates that Meenakshi Chutney maintains a strong presence across major markets including Delhi, Rajasthan, Gujarat, Maharashtra, Madhya Pradesh, Uttar Pradesh, and Bihar.
Rising Demand for Baba 120
In the premium category, Baba 120 has established a solid presence across multiple states owing to its high product quality. The brand has achieved notable success in Karnataka, Gujarat, Telangana, and Rajasthan.
Baba 120 is marketed along with zarda, and consumers have responded very positively to its taste, resulting in steadily rising demand. The product is priced at ₹10 and includes tobacco, which has further enhanced its appeal among users.
In addition to its quality masala blend, the pouch contains a generous quantity of 3.80 grams, contributing to its growing popularity.
Market experts also pointed out that another premium brand from the Baba portfolio, Navratan, continues to maintain a presence in the market, although it has witnessed a slight decline in some regions.
However, in Telangana, Navratan still holds the number-one position, with all its segmentsfrom ₹10 pouches to zipper and tin packsenjoying strong demand. The brand also dominates in neighbouring Andhra Pradesh.
Navratan additionally maintains strong positions in Gujarat, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, West Bengal, Assam, and the North-East.
Afzal: The King of the Hookah Flavour Market
While several brands operate in the hookah segment, Afzal continues to be widely regarded as the undisputed king of the market.
Among its product range, Pan Raas stands as the best-selling flavour, while other variants such as Red Rose, Moscow Evening, Nubian, and X Double Zero 7 are also witnessing strong demand.
A key factor behind Afzal’s continued popularity is the company’s strategy of regularly updating its products in line with seasonal trends and consumer preferences.
Industry sources informed Tobacco Plus that Afzal currently offers nearly 150 hookah flavours, including popular options such as Icy Mint, Blue Rasp Grape Ice, Icy LT, Strawberry Watermelon Ice, and Strawberry Kiwi Ice.
The brand’s products are available in three packaging sizes: 50 grams, 250 grams, and 1 kilogram.
According to the Tobacco Plus market survey, different flavours enjoy popularity in different regions of the country, though Pan Raas remains the undisputed leader in terms of sales. Recently, the launch of a new 100-gram pack has also generated considerable market excitement.
