From the pan masala perspective, Saharanpur in western Uttar Pradesh may not be considered a very large market, but it can certainly be described as a reasonably good one. One of the main reasons is that, unlike many other cities, zarda paan still has a strong tradition here. Besides numerous paan shops, many households still keep traditional paandans. Several paan shops in the city are so famous that people travel from far-off places just to have paan there.
As far as pan masala is concerned, the ₹5 segment dominates the market. Much of Saharanpur district is rural, with a large population residing in villages, and this is why consumers prefer ₹5 packs over ₹10 or ₹20 jumbo pouches. In this sense, Saharanpur may not be a very large pan masala market, but it remains a stable and significant one.
Adding to the challenge, the market is currently struggling with a severe shortage of brands following the new taxation system. A Tobacco Plus market survey found that supply of many brands is still not normalized. Even recently launched brands such as Gagan and Rajshree are not seeing smooth supply. Rajshree has been launched here at an MRP of ₹5, with 2.4 grams in a pouch, compared to 2 grams in the company’s flagship product Kamla Pasand.
Market sources revealed that a wide gap between demand and supply has created intense competition for availability. From premium leader Rajnigandha to mass brand Dilbagh, shortages are affecting almost all brands. Vimal, however, is meeting demand adequately, while Kamla Pasand supply has begun improving gradually. Vimal, which earlier came in 2.8 grams, has reduced to 2.2 grams after the new taxation regime. Its twin pack consists of ₹4 pan masala and ₹2 zarda, though it continues to sell at ₹5. Except for Vimal and Rajnigandha, supply of even major brands remains inconsistent.
Dilbagh and Kamla Pasand Lead the Market
The Tobacco Plus survey clearly indicated that Dilbagh and Kamla Pasand are the dominant brands in Saharanpur, constantly competing for the top spot. At present, it is difficult to say which one leads. Dilbagh has enjoyed a strong market hold here for decades, but Kamla Pasand, on the strength of quality and taste, is giving it serious competition.
In the premium segment, Rajnigandha continues to command strong prestige, though its consumption is largely confined to urban and semi-urban areas, as premium products have minimal penetration in rural markets.
Signature, Dilbagh’s premium offering, was introduced in the ₹5 category in line with local market preferences, though it did not receive the kind of success seen in other mandis. It was earlier introduced in a ₹10 pouch, but limited premium demand in Saharanpur led to repositioning. Consumers here seek quality, but within budget, which is why ₹5 pouches dominate over ₹10 and ₹20 packs.
In this segment, Dilbagh, Kamla Pasand, Bahubali, Vimal, Tansen, Shikhar, and Pan Bahar Crystal have a strong presence and cutting in the market.
Dilbagh and Kamla Pasand the Most Preferred Brands
The market survey found Dilbagh and Kamla Pasand to be the most preferred brands, with intense rivalry between the two. With reduced supply of Dilbagh, Kamla Pasand appears keen to capitalize as its own supply improves.
Bahubali has also built a solid presence. Vimal has advanced considerably compared to the past and enjoys strong visibility and cutting. Shikhar too has carved a position in a short span through quality. Pan Bahar also maintains a decent presence. Yet overall, Saharanpur remains primarily a Dilbagh-Kamla Pasand market, followed by Bahubali and Vimal.
From Regular to Premium Zarda, a Strong Tradition
Unlike many other cities, zarda paan culture remains deeply rooted in Saharanpur. Paan shops are everywhere, and many households, especially Muslim families, still keep traditional paandans. Several iconic paan outlets such as Salman Paan, Kala Paan, Rangeela Paan, Naeem Paan, and Rizwan Paan are especially popular.
A notable feature is that these outlets use branded zarda and catechu priced between ₹1,800–2,000 per kg. Popular zarda brands include Guru, Ratna 300, Tulsi 00, Baba 120, and Gemini Zarda. Guru Zarda has the highest demand, followed by Tulsi 00, Ratna 300, and Baba 120. Due to rising prices of Guru Zarda, Guru loose zarda has also gained popularity as a lower-cost alternative for paan vendors.
Safal Khaini Holds One-Sided Dominance
With a large rural consumer base, khaini has a healthy market in Saharanpur. Safal, from the KP Group, is by far the leading brand and holds the number one position. Local product Hathi Gola has a presence, though sales have declined compared to earlier years. After that, Golden Khaini and Nevla Khaini have demand.
In filter khaini, Chaini and Coollips enjoy strong demand.
Branded Paan Chutneys Dominate the City
At famous city paan shops, branded paan chutneys are widely used, while in rural areas many paan sellers still prefer unbranded local chutneys. Among branded options, Baba Navratan, Gopal Dilkhush, and Karishma Gold enjoy strong popularity.
Sweety Supari Shines in Sweet Supari Segment
The sweet supari segment has seen noticeable shifts. Earlier Chanchal, Rose, and Ritik sold strongly, but Sweety has created a remarkable market and enjoys one-sided sales in the ₹2 segment. Its placement is widespread, supported by strong distributor efforts. Ritik and Rose also continue to perform well. Baba Black Supari too has shown strong performance.
Pass Pass and ToJo Lead Mouth Fresheners
In mouth fresheners, DS Group’s Pass Pass remains the most popular brand, liked by all age groups, including women. ToJo, an Ambala product, is also doing very well. Besides these, Baba Elaichi and Baba Black Supari have good sales.
One notable market change has been brought by Banarasi Paan. In the ₹1 segment, it has gained rapid popularity in Saharanpur. It has strong visibility at almost every counter and is also performing impressively in terms of sales.
