From the perspective of the pan masala industry, Uttarakhand — popularly known as Devbhoomi — is considered a highly promising market. The ₹5 price segment dominates here, although premium products priced at ₹10 MRP are also witnessing strong sales.
After the implementation of the new taxation structure, almost all brands faced supply shortages. However, the brands that managed to maintain smooth supply chains benefited significantly. Among them, Vimal emerged as the biggest beneficiary of the shortage faced by competing brands. Through Vimal 5000, the company achieved tremendous growth in Uttarakhand. Its expansion was so rapid that it surpassed several established brands and became the third-largest selling brand in the state.
Under its promotional scheme, every packet of Vimal 5000 contains coupons worth ₹20 to ₹50.
Interestingly, the growth of Vimal 5000 has also affected the original Vimal brand itself. During the market survey, industry experts noted that “Vimal 5000 is growing while Vimal is declining.” However, market observers believe this transition was intentional. The company appears to be strategically replacing Vimal with Vimal 5000, and it seems to be succeeding in this effort.
Since Vimal 5000 was launched during a period of market shortages, it quickly captured consumer attention. The shortage of brands like Dilbagh further helped Vimal 5000 strengthen its market presence.
Among newer brands, Nevla’s “Firoza” has also been launched with aggressive trade schemes — offering 30 pouches + 6 free pouches per box, along with five complimentary lighters worth ₹30 retail each. This has helped the brand secure impressive placement in the market.
Similarly, Gagan has entered the market with attractive schemes, while Baba 120 has also been introduced and is receiving praise for its high-quality zarda.
Uttarakhand Market Divided into Two Segments
Broadly, Uttarakhand’s market can be divided into two regions:
- Hilly areas
- Plain regions
Consumer preferences and tastes differ significantly between these regions. However, Dilbagh remains one of the few brands performing strongly in both hills and plains.
Dilbagh Green has an exceptionally strong market in Uttarakhand. The Dilbagh Group operates multiple brands such as Dilbagh Green, Dilbagh Yellow, Talab, and Signature, all of which enjoy strong penetration across different states of India.
After the new taxation system, pricing structures changed across brands. Kamla Pasand is priced at ₹6, while most other brands are available at ₹5. Kishor is being sold in a “3 for ₹10” format.
According to market experts interviewed during the Tobacco Plus survey, Dilbagh Green — the number one selling brand in Uttarakhand — has deep penetration from Delhi to Gujarat and even in Eastern Uttar Pradesh.
The group’s premium brand “Signature” has also established a strong foothold in Uttarakhand while expanding rapidly across multiple states. Dilbagh today is considered among India’s most prestigious brands.
In several markets across the country, Dilbagh and Dilbagh Plus continue to enjoy strong dominance, while Talab has built a powerful base in the Northeast, Madhya Pradesh, Maha Kaushal, and Chhattisgarh regions.
Overall, in some markets Dilbagh’s Yellow Pouch is creating strong buzz, while in others the Green Pouch dominates. From Delhi to Uttar Pradesh and from Uttarakhand to several other markets nationwide, all Dilbagh products are witnessing healthy sales — whether it is Dilbagh Plus in yellow pouch format, Dilbagh Green, or the premium Signature brand.
Very Narrow Gap Between Dilbagh and Kamla Pasand
There is only a marginal difference in sales between Dilbagh and Kamla Pasand. In some areas Kamla Pasand leads, while in others Dilbagh dominates.
In industrial regions, almost all popular Uttar Pradesh brands are performing well, including Gagan, Rajshree Gold Mohar, Kishor, and others.
Gagan is aggressively trying to expand through schemes offering four lighters with every packet. Shikhar also maintains a loyal customer base.
Hardoi-based brand Kishor is selling strongly as well. Although the company offers larger pouches too, the “3 for ₹10” variant performs exceptionally well. In rural areas, the smaller Kishor pouch is more popular.
Market experts believe Tansen requires greater company focus at present.
Meanwhile, consumers are also responding positively to Nevla’s new product “Firoza,” appreciating its taste, quality, grammage, and attractive schemes.
Rajnigandha Continues to Dominate the Premium Segment
In the premium category, Rajnigandha continues to maintain its dominance. Signature has emerged as one of the fastest-growing premium brands in the same segment.
Since Signature is slightly cheaper than Rajnigandha, it has gained an additional advantage. Market experts claim that both brands now command nearly equal market share in Uttarakhand.
The 4-gram Signature pouch is witnessing particularly strong sales. Its combo pack includes ₹12 pan masala and ₹3 zarda. There is also a ₹10 combo available consisting of ₹8 masala and ₹2 zarda, but comparatively the ₹15 premium combo is more popular.
Director also maintains a decent market presence, supported by an active marketing team. Experts believe the company’s aggressive efforts will eventually yield positive results, although it may take time.
In the khaini segment, brands like Safal, Golden, and Kuber are performing well. Golden dominates the hilly regions, while Safal leads in Haridwar, Rishikesh, and Dehradun.
Nevla is also performing strongly in Dehradun.
In filter products, Chaini and CoolLips are selling, although Chaini currently holds the number one market share.
Signature Witnessing Rapid Growth
Within the premium segment, Dilbagh Group’s Signature brand has created a strong reputation through quality and has rapidly penetrated Uttarakhand.
Since entering the Devbhoomi market, Signature has continued to grow consistently. Its taste profile has earned such strong acceptance that even major brands are struggling to compete.
Pan Bahar Crystal Showing Strong Growth
In the ₹5 premium segment, Pan Bahar Crystal is showing impressive growth. It is receiving an excellent response across Haridwar, Roorkee, Rishikesh, and other markets.
The brand is steadily expanding and has significantly impacted Tansen’s market share.
Within the premium segment, Rajniwas Group’s Director brand is also slowly gaining consumer acceptance.
Navratan is still present in the market, although sales have declined compared to earlier periods. Market experts believe the company should rethink its strategy.
Meanwhile, Baba 120 has also entered the market, and consumers are highly appreciating its zarda pouch quality.
Tulsi, Baba, and Ratna Are Highly Demanded Zarda Brands
Paan sales remain stable without any significant increase.
In the zarda category, Tulsi remains the highest-selling brand. Consumers not only buy it separately but also prefer it with paan.
Other well-performing zarda brands include Baba and Ratna, especially Baba 120 and Ratna 300, which are highly preferred among paan consumers.
Besides these, Gopal and several regular zarda brands also maintain steady sales.
In sweet supari, Sweety Supari, Uncle Supari, Rose Supari, and Aunty Supari have good market presence, although Sweety Supari leads the category.
In cardamom products, Rajnigandha Pearls and Baba Elaichi are witnessing healthy sales.
Several Khaini Brands Popular in Uttarakhand
According to the Tobacco Plus market survey, Golden dominates khaini sales in hilly regions, while Safal leads in the plains.
Among tobacco products consumed with lime, Minar, Swagat, and Nevla maintain strong market presence.
- Minar ranks number 1
- Swagat ranks number 2
- Nevla ranks number 3
Apart from these, Pushpa Khaini has some limited presence in select markets.
Mauli Khaini is also receiving a decent response.
Another tobacco brand, “44 Number,” has achieved widespread placement across Uttarakhand, and its sales are also increasing steadily.