X Gold to Launch a Premium Brand
After the tremendous success of X Gold Pan Masala, which was launched in Assam just a few months ago, the company is now preparing to enter the premium pan masala segment. Even before its launch, the brand had generated considerable excitement across the market, and it is now receiving strong consumer acceptance.
Market experts believe that following the new taxation regime, production stoppages at several factories disrupted the supply of many established brands. As a locally manufactured product with excellent availability, X Gold capitalized on the situation and gained significant market share. Its aggressive marketing strategy has also put pressure on several established players. Since a prominent local business family has played a key role in the brand’s launch, industry insiders expect X Gold to create a major impact in the pan masala market. Given its remarkable success in a short span of time, there is already widespread discussion about its upcoming premium offering.
Rajshree Gold Gains Popularity
While Kamla Pasand, the flagship brand of the KP Group, enjoys a dominant presence across Uttar Pradesh, the group’s Rajshree Gold has been witnessing impressive sales in the Lucknow division, particularly in Lakhimpur and surrounding districts, both in urban and rural markets.
Rajshree Gold is available in an attractive blue pouch designed to prevent the product from turning reddish, reducing retailers’ losses. This feature has made it highly popular among retailers. Kamla Pasand has already established a strong foothold in the region, while Tansen is also expanding rapidly. According to market experts, Rajshree Gold is now competing directly with Tansen. Its widespread placement suggests that the company is following the same successful marketing strategy that helped Kamla Pasand challenge Dilbagh, once the market leader in the region.
Shuddh Plus Registers Sales Growth
Shuddh Plus has traditionally been a leading brand in Uttar Pradesh, particularly in eastern UP, in the ₹5-for-2 segment. After the new taxation policy eliminated that category, the brand successfully repositioned itself in the ₹5 MRP segment and continues to record strong sales from Prayagraj to Mirzapur and Bhadohi. It is currently the leading brand in the Gorakhpur region.
According to the Tobacco Plus market survey, retailers and consumers alike appreciate Shuddh Plus for its excellent quality and taste. Earlier sold in 3-for-₹10 and later 4-for-₹10 packs, the brand experienced explosive growth after the latter pricing strategy, becoming especially popular in rural areas where it nearly reached the number one position. While Bahar and Cash once dominated the market, Shuddh Plus has now emerged as one of the strongest competitors and is steadily strengthening its position in the ₹5 segment.
Shikhar Gains Strong Momentum in Uttar Pradesh
Like Vimal, Shikhar has today established itself as an almost pan-India brand. It has gained strong demand in Uttar Pradesh and is expanding rapidly not only in cities but also across rural and interior markets.
Shikhar is already the market leader in Delhi, Haryana, Punjab, Bihar, Jharkhand, West Bengal, and the North-East. It is also performing exceptionally well in Madhya Pradesh, Rajasthan, and Gujarat.
Owing to its superior taste, Shikhar has made remarkable gains in the ₹5 MRP segment in Telangana and Andhra Pradesh as well. In several markets, the sales gap between Vimal and Shikhar has narrowed considerably. Market experts told Tobacco Plus that the coming years are likely to witness intense competition between the two brands, as both are recognized for their quality.
According to the Tobacco Plus market survey, the ₹5 price segment continues to generate the highest sales volume, while Shikhar enjoys an almost dominant position in the North-East.
Director Receives an Excellent Market Response
Director, the premium brand from the TRDP Group, is now available in almost every state across India. Its excellent quality has earned widespread consumer appreciation, resulting in rapidly growing demand.
The brand enjoys strong placement across markets, and customers are increasingly choosing it for its taste and quality. Director has registered impressive growth in Uttar Pradesh, Bihar, and Jharkhand, while it is also gaining popularity in the national capital, Delhi.
In Gujarat, Director is competing aggressively with premium brands such as Nauratan and Siggnature. It has also established a strong sales presence in Bihar and Karnataka.
During the Tobacco Plus market survey, retailers and consumers praised Director for its outstanding quality, flavour, and taste. The brand is also receiving encouraging demand in the Mahakaushal region of Madhya Pradesh. In Punjab and Rajasthan, Director has benefited from the group’s strong distribution network.
According to feedback received during the survey, the brand is also receiving a positive response from consumers in Gujarat, Madhya Pradesh, and West Bengal.
Varanasi Aashiq Continues Its Impressive Growth
Varanasi Aashiq, a leading desi pan masala brand, has emerged as the top-selling product in its category. Following the abolition of the “₹5 for 2” pricing format under the new taxation regime, the brand successfully positioned itself as an attractive alternative.
Its remarkable success is driven by its excellent taste and quality, combined with the proactive efforts of the company’s marketing team. The popularity of Varanasi Aashiq continues to rise steadily.
During the Tobacco Plus market survey, both retailers and consumers appreciated the product’s quality. The brand has expanded significantly across Punjab, Delhi, Haryana, Maharashtra, and Gujarat, with a strong presence in industrial areas where it is available at almost every retail outlet.
Its larger pouch has also gained excellent acceptance in Gujarat, particularly in Rajkot. Market experts told Tobacco Plus that the company’s marketing team remains highly active, while its efficient supply chain has played a crucial role in establishing the brand. Today, Varanasi Aashiq is regarded as one of the most popular desi pan masalas among mass consumers.
Firoza Records Consistent Sales Growth
Firoza Pan Masala, a premium-quality product from GTC Nevla Group, Delhi, is witnessing strong demand across the country.
Sales continue to grow steadily in Uttar Pradesh, Gujarat, Uttarakhand, Delhi, Bihar, Jharkhand, Rajasthan, Haryana, Punjab, Delhi NCR, and several other states. The brand has also received an encouraging response in South Kolkata.
One notable feature is that the brand currently has no DND (Demand Not Delivered) issues. The company’s seriousness toward expanding Firoza is evident from the fact that dedicated marketing teams have become active across multiple states.
According to the Tobacco Plus market survey, the company has introduced a ₹20 large pouch containing 14 grams of pan masala in the North-East and Madhya Pradesh to meet rising demand. The larger quantity has attracted consumers rapidly.
Market experts believe that Firoza’s consistent sales growth is primarily driven by its excellent taste and superior quality.
Steady Growth in Kali Supari Sales
Kali Supari, manufactured by Sagar Group of Industries, continues to register strong growth in Uttar Pradesh. The product is also highly popular across Gujarat, Rajasthan, West Bengal, and several other states. The North-East remains its strongest market, while the customer base is expanding steadily in Madhya Pradesh, Gujarat, and Karnataka.
The product is available in ₹2 and ₹5 MRP segments. In some states, the ₹2 pack is driving demand, while in others the ₹5 variant continues to perform strongly.
According to the company, its biggest USP is the distinctive taste it has developed. The Tobacco Plus market survey suggests that the company’s deep understanding of regional markets and consumer preferences has been the key factor behind its success.
The company has recently launched Flavour Kadak Betel Nut, which has also received an encouraging market response.
Other popular products from the Sagar Group including Bablu Gold, Sab Dilkhush, Royal Supari, and Bablu Gold Roasted Supari are witnessing strong demand across various states. These products are available in ₹2, ₹5, and ₹10 MRP zipper packs as well as tin packs.
Rajnigandha Registers a Remarkable Surge in Sales
One of India’s oldest and most prestigious premium pan masala brands, Rajnigandha, has broken all its previous sales records in Gujarat. Renowned for its consistent quality and distinctive taste, the brand has enjoyed unwavering customer loyalty for decades.
With no concerns over changing grammage or pricing, Rajnigandha has emerged as one of the biggest beneficiaries of the new taxation regime. Even when many competing brands faced production cuts and supply shortages, Rajnigandha maintained uninterrupted manufacturing and distribution.
The government’s new cess regulations and stricter enforcement of weight standards have effectively ended the “quantity game,” directly benefiting Rajnigandha. As a result, sales have doubled in some markets and tripled in others.
During the Tobacco Plus market survey, analysts reported that Rajnigandha’s sales in Jharkhand have tripled. The brand has also recorded a major jump in the North-East, where sales have increased by 50–60%. Market experts estimate that Rajnigandha’s sales have grown by 30–40% across the country.
Gagan Continues Its Rapid Growth
The company behind Gagan Pan Masala is aggressively expanding its presence across Delhi, NCR, Western Uttar Pradesh, Rajasthan, and Uttarakhand. Its active market expansion strategy has translated into impressive growth, with the company continuously exploring new markets.
During the Tobacco Plus market survey, Gagan’s growing visibility was evident through numerous outdoor hoardings across several states, helping the brand establish a strong foothold in multiple markets.
Retailers and market experts noted that Gagan’s excellent quality and superior taste have contributed to its steadily increasing acceptance. The company has recently reintroduced Gagan Pan Masala in the ₹5 twin-pack segment across the Meerut and Saharanpur divisions. Since consumers in these regions are already familiar with the brand, the relaunch has been well received.
Gagan already enjoys an established presence in Rajasthan and Uttarakhand, where demand continues to grow steadily.
Siggnature Strengthens Its Presence in Gujarat
Siggnature, the premium offering from the Dilbagh Group, remains one of the most successful premium pan masala brands in India. Its outstanding quality and rich taste have helped it achieve remarkable success in Delhi, Uttar Pradesh, Bihar, Madhya Pradesh, West Bengal, Odisha, and the North-East, making these regions its strongest markets.
The company has also intensified its activities in Gujarat, resulting in continuously rising demand.
In the ₹5 MRP segment, Siggnature is the best-selling brand in Uttar Pradesh. Its ₹15 twin-pack is also witnessing excellent demand, ranking either first or among the fastest-growing products in many markets. The ₹15 twin-pack contains 4 grams of pan masala.
The brand is expanding rapidly in Punjab and ranks number one in Bihar. It is also witnessing impressive growth in Uttarakhand, Uttar Pradesh, Delhi, and Karnataka in the ₹15 twin-pack category.
According to the Tobacco Plus survey, Siggnature is currently one of the fastest-growing pan masala brands in India, particularly in the ₹5 MRP segment. Following the new taxation regime, the ₹5 pack now contains 1.75 grams with 55 pouches per packet, while the ₹10 twin-pack contains 2.5 grams with 37 pouches per packet. Its zipper packs and tin packs are also enjoying strong demand.
Nauratan Scores Big in Gujarat
Nauratan, Baba’s premium pan masala brand, is performing well across several Indian states. It enjoys particularly strong demand in Saurashtra, Rajkot, and other parts of Gujarat, where it is sold by brand name without requiring additional display or promotion.
Like many other brands, Nauratan has also been affected by the new taxation policy. Its MRP has increased from ₹10 to ₹12, with each pouch now containing 3 grams of pan masala. Zarda is sold separately, as consumer preferences for zarda combinations vary from state to state.
Accordingly, the combined price ranges from ₹15 to ₹20 depending on the region. For example, in Telangana, Nauratan is popularly paired with 120 Zarda, making the combination available at ₹15, while in Rajasthan, consumers prefer it with 160 Zarda, taking the combined price to ₹20.
According to the Tobacco Plus market survey, Nauratan is the number one brand in Telangana and Andhra Pradesh, where all its product variants enjoy strong demand. It also maintains a significant presence in Uttar Pradesh, Madhya Pradesh, Chhattisgarh, West Bengal, Assam, and the North-East.
Vimal 5000 Records Strong Sales Growth
Following the new taxation regime, Vimal was virtually the only pan-India brand that maintained uninterrupted product availability across the market. While many competing brands struggled with supply shortages, Vimal benefited significantly from its consistent distribution.
According to the Tobacco Plus market survey, Vimal’s sales have increased by 25–30% nationwide since the introduction of the new taxation system.
In Uttar Pradesh, Vimal 5000 is selling exceptionally well, from smaller towns to rural markets. Although Vimal enjoys strong sales across India, the company is placing special emphasis on promoting Vimal 5000 in Uttar Pradesh.
Market experts reported that its sales continue to grow steadily. The brand is also performing well in Siliguri, traditionally considered one of Vimal’s strongest markets.
Having dominated the Gujarat market for decades, Vimal has also established a strong presence across southern India. Retailers told Tobacco Plus that in the ₹5 price segment, Vimal remains the best-selling brand.
Growing Demand for KTC in Gujarat
KTC Product LLP is one of the leading names in the flavoured paan chutney segment. The brand has recently re-entered Rajkot, Gujarat, and its flavoured chutneys are now available at almost every premium paan shop in the city.
Among its products, Pineapple and Khus flavours are witnessing particularly strong sales, largely because of the popularity of sweet paan in Gujarat.
The sharp rise in silver prices has also impacted KTC’s paan chutneys. As a result, the company has started offering variants without silver foil (silver varq).
Apart from Gujarat, KTC products enjoy strong demand in Delhi, Maharashtra, Rajasthan, Madhya Pradesh, Uttar Pradesh, Jharkhand, and West Bengal.
According to market experts, KTC currently offers around two dozen flavours, including Royal Jasmine, Kewra, Rose, Kesar, Kasturi, Real Sandal, Raghav, Royal Khus, Pineapple, Real Black Currant, Real Saffron, and Bela Bahar.
The Tobacco Plus market survey found that KTC paan chutneys have established a dominant presence in both urban and rural paan shops, ranging from large outlets to small neighbourhood stores.
Meenakshi Chutney Enjoys Massive Popularity in Gujarat
Meenakshi Chutney, one of the leading brands in the paan chutney segment, enjoys an overwhelming market share in Gujarat and is the best-selling chutney brand in the state.
Its popularity is such that customers often ask for paan simply by mentioning the Meenakshi name. Karnataka, Telangana, and Andhra Pradesh are also major markets for the brand.
Consumers’ trust in Meenakshi has remained strong for decades. The company maintains strict quality control, and this reliability has helped every product under the Meenakshi brand succeed.
All product variants are performing well, making Meenakshi an essential product at paan shops. According to paan retailers interviewed by Tobacco Plus, Meenakshi Deluxe, Meenakshi Saffron, Sandal, Pineapple, and several other flavours remain in high demand.
Market experts also reported that Meenakshi Chutney has established a strong presence across Delhi, Rajasthan, Gujarat, Maharashtra, Madhya Pradesh, Uttar Pradesh, and Bihar.
Gopal 132 Tops the Uttar Pradesh Market
Meenakshi Chutney, one of the leading brands in the paan chutney segment, enjoys an overwhelming market share in Gujarat and is the best-selling chutney brand in the state.
Its popularity is such that customers often ask for paan simply by mentioning the Meenakshi name. Karnataka, Telangana, and Andhra Pradesh are also major markets for the brand.
Consumers’ trust in Meenakshi has remained strong for decades. The company maintains strict quality control, and this reliability has helped every product under the Meenakshi brand succeed.
All product variants are performing well, making Meenakshi an essential product at paan shops. According to paan retailers interviewed by Tobacco Plus, Meenakshi Deluxe, Meenakshi Saffron, Sandal, Pineapple, and several other flavours remain in high demand.
Market experts also reported that Meenakshi Chutney has established a strong presence across Delhi, Rajasthan, Gujarat, Maharashtra, Madhya Pradesh, Uttar Pradesh, and Bihar.
Kohinoor Gulkand Tops the Sales Charts
Kohinoor Gulkand, manufactured by Natraj Food Product, is one of India’s most prestigious gulkand brands. Owing to its superior quality, it has established a strong presence across several states. It is the best-selling gulkand in Saurashtra, Jamnagar, Rajkot, and other parts of Gujarat.
Besides being widely used in paan, Kohinoor Gulkand also enjoys strong demand at ice cream parlours and shake outlets.
The company has now entered the export market with its new premium range, Amrit Gulkand. Available in multiple flavours, it is the first flavoured gulkand range of its kind. The 100-gram packs are available in Amrit Chocolate Gulkand, Amrit Cherry Gulkand, Amrit Kesar Gulkand, and Amrit Cardamom Gulkand, which are being exported to the UAE and several other Gulf countries.
A natural question arises: since paan is not commonly consumed in the Gulf region, what is the use of gulkand there?
After extensive research, Natraj Food Product developed this premium gulkand using rock sugar (mishri) and rose petals instead of refined sugar. The product can be enjoyed as a jelly spread on bread, making it suitable for a much wider consumer base beyond traditional paan users.
The company’s innovative product has been receiving an excellent response in both domestic and international markets.