Mumbai-based Svar Fragrance founder Shailesh Rao has established a distinct identity in the field of perfumery compounding. After receiving formal training in perfumery, he began his professional journey as a trainee perfumer and, over years of experience, provided consultancy services to several reputed companies.
In 2012, he founded Svar Fragrance, and from the very beginning, his focus has been on developing fragrance and flavour compounds that enhance product quality, identity, and consumer experience.
Today, Shailesh Rao’s expertise benefits various industries including tobacco, pan masala, incense, cosmetics, and detergents. His deep understanding of combining traditional Indian fragrances with modern formulations gives him a unique position in the industry.
In this special article, Shailesh Rao highlights the importance of kewra-based formulations and the unique characteristics of Ruh Kewra, which have played a significant role in strengthening the fragrance, taste, and market identity of pan masala and zarda brands. This article provides valuable insights for manufacturers and formulation experts associated with the industry.
Ruh Kewra: The Fragrant Identity of Pan Masala and Zarda Industry
In the Indian pan masala and zarda industry, there are certain traditional flavour elements that have shaped consumer taste and preferences for decades. Among these, Ruh Kewra holds a very special place. Due to its sweet, floral, green, and mildly fruity fragrance, Ruh Kewra is not just a flavouring agent but has become a signature identity for many established brands.
Perfect Balance of Aroma, Taste, and Mouthfeel
As soon as a product is opened, Ruh Kewra provides consumers with an attractive and impactful aroma. Its floral sweetness balances the bitterness of tobacco and the astringency of catechu (katha). This is why it is considered an important ingredient in both pan masala and zarda formulations.
Although kewra itself does not provide a cooling sensation, its combination with menthol creates a pleasant and smooth experience, making the mouthfeel more balanced and less sharp.
Difference Between Natural and Synthetic Kewra
Natural Ruh Kewra contains hundreds of subtle aromatic compounds that provide depth, complexity, and authenticity. Its fragrance develops gradually and remains for a longer duration.
In contrast, synthetic kewra is mainly based on selected aroma chemicals. It creates an immediate strong impact but often lacks the depth and balance of natural kewra. Excessive use may sometimes result in an artificial, soapy, or metallic aftertaste. This is why premium brands often prefer a balanced combination of natural and synthetic kewra.
Harmony with Other Flavours
Ruh Kewra is considered a “bridging note” in flavour formulation. While menthol provides an immediate strong impact, saffron, cardamom, and rose develop the middle notes. Kewra connects all these elements and creates a smooth and balanced flavour profile.
Especially in Zafrani Zarda, kewra acts as an important link between saffron and tobacco, making the overall taste more refined and memorable.
Challenges in Formulation
The use of Ruh Kewra also involves several technical challenges. Variations in natural raw materials, volatility of aromatic compounds, chemical reactions with alkaline tobacco elements, and flavour stability during storage are some of the major concerns.
Especially in moist zarda products, natural floral esters may break down over time, which can affect fragrance and taste quality.
Usage Difference in Premium and Mass-Market Products
Generally, mass-market products use a higher proportion of synthetic kewra to maintain a strong aroma for a longer period. Premium products, however, use a higher percentage of natural Ruh Kewra, where the objective is not only strong fragrance but also complexity, balance, and superior mouthfeel.
Long-Lasting Impact in Zafrani Zarda
In Zafrani Zarda, Ruh Kewra works as a co-fixative. It combines with tobacco and other aromatic oils to maintain flavour release for a longer duration. Even after the effect of menthol reduces, the floral-sweet impression of kewra remains in the consumer’s taste experience.
Importance of Quality Selection
Selecting high-quality Ruh Kewra requires attention not only to fragrance but also to scientific parameters. Quality is evaluated through organoleptic testing, refractive index, specific gravity, and GC-MS analysis.
According to experts, kewra from the Ganjam region of Odisha is known for world-class quality. Selecting the right source and maintaining purity plays an important role in ensuring consistency and consumer trust.
Importance of Balanced Usage
Excessive use of Ruh Kewra can disturb the entire flavour balance. Higher quantities may make the product overly sweet, heavy, or sometimes give a soapy fragrance. It may also suppress important flavour notes such as saffron and cardamom. Therefore, flavour experts determine the correct quantity through micro-dosing and extensive sensory evaluation.
Modern Innovations and Future Direction
Today, innovations such as micro-encapsulation, controlled flavour release, and nature-identical aroma systems are becoming increasingly popular in the flavour industry. These technologies help preserve kewra fragrance during storage and provide a stronger experience during consumption.
Additionally, modern premium formulations are combining kewra with subtle woody, amber, and other special notes to develop new “neo-traditional” flavours.
Balance Between Tradition and Innovation
Experts believe that a successful Ruh Kewra-based product is one that maintains the essence of traditional taste while benefiting from modern technology. Only by combining high-quality natural Ruh Kewra with scientific formulation, improved packaging, and modern stability techniques can superior products be created.
Ultimately, Ruh Kewra is not merely a flavour; it represents the heritage, quality, and premium experience of the Indian pan masala and zarda industry. With the right source, balanced usage, and expert formulation, it can provide any product with a unique identity and create long-term emotional bonding with consumers.
Role of Ruh Kewra in Brand Identity and Consumer Loyalty
In the pan masala and zarda industry, product quality alone is not the only factor behind success; creating a unique identity in the consumer’s mind is equally important. This is where Ruh Kewra plays an exceptional role.
Its fragrance is so distinctive and memorable that consumers often recognise a brand through its aroma even before noticing its packaging, logo, or advertising.
From a flavour science perspective, smell and memory have a deep connection in the human brain. When a consumer regularly uses a particular kewra-based zarda or pan masala, its fragrance becomes associated with that brand identity. This is why leading manufacturers avoid making major changes to their signature flavour profiles over the years.
Experts believe that a successful kewra-based formulation should not only deliver a strong aroma. True success comes when the flavour and fragrance develop in stages. The freshness of kewra should be noticeable immediately after opening the pack, saffron, cardamom, and supporting notes should emerge during consumption, and finally, a smooth and balanced tobacco flavour should complete the experience.
Changing Consumer Preferences and the Era of Premiumisation
The Indian market has witnessed significant growth in demand for premium products in recent years. Today’s consumer does not only want strong fragrance but also values quality, authenticity, and long-lasting taste.
This is why natural floral notes, especially Ruh Kewra, are once again becoming important.
Earlier, manufacturers often relied more on synthetic flavours to control costs, but now many reputed producers are focusing on natural ingredients. Consumers are also showing greater preference for products that offer traditional taste along with a feeling of natural authenticity.
Growing Opportunities in Export Markets
Indian-origin pan masala and tobacco products continue to see demand among diaspora communities in several countries. To compete in international markets, product quality, consistency, and uniqueness are extremely important.
Ruh Kewra-based flavour profiles represent Indian heritage and cultural identity, giving these products a distinctive position globally.
Especially in markets such as the Middle East, Southeast Asia, and parts of Africa, kewra-based fragrances are receiving positive responses. This indicates that demand for high-quality natural kewra flavours may increase further in the future.
Future Outlook
In the coming years, the flavour industry is expected to witness increased use of technologies such as AI-based formulation, advanced encapsulation techniques, natural-identical aroma systems, and smart packaging.
The objective of these innovations will be to preserve traditional flavours while providing consumers with a more stable, impactful, and premium experience.
Despite technological advancements, the real strength of Ruh Kewra lies in its natural complexity and cultural heritage. Modern technologies can enhance its presentation, but its true essence remains the traditional floral sweetness that has attracted Indian consumers for decades.
This is why Ruh Kewra continues to be more than just a flavour it remains a symbol of fragrance heritage, excellence, and consumer trust in the pan masala and zarda industry. Its role in premium and innovation-driven growth will remain significant in the future.