Ajmer Traders, based in Indore, was established in 1975. The firm has served as the C&F agent for several leading companies, including Pan Parag and Baba. The business is owned by Mr. Khushiram Manghani, while his son Manish Manghani is also actively involved in managing the business. The firm has a strong network across Madhya Pradesh, with a large number of dealers and distributors associated with it.
Discussing the upheaval in the pan masala market following the new taxation regime, he told Tobacco Plus that pan masala has become more expensive, prices have increased, while pack weights have come down. The disruption caused by the new taxation is still visible in the market.
When the new taxation was implemented, there was a shortage of almost every running brand, except Vimal and Rajnigandha. Taking advantage of the situation, some people sold products at inflated prices. The consequences were later faced by those very products, as their sales declined considerably. Pan Bahar had been performing very well, but its sales were affected due to shortages. Thanks to the active and alert efforts of C&F agents, Kamla Pasand and Rajshree continued to remain available to some extent, and therefore their sales were not significantly affected.
He said that among pan masala brands, Kamla Pasand and Rajshree dominate the market, while Vimal holds the second position. Pan Parag continues to maintain its position, while Signature is gradually registering growth. Director also has a presence in the market. The new brand Lahar took advantage of the opportunity created by the market situation and established itself firmly. Lahar is benefiting from its higher quantity/pack size advantage.
Talking about zarda, he told Tobacco Plus that Baba Zarda is the king of the high-range segment, followed by Tulsi in terms of sales. They also deal in Ratna, with Ratna Light selling well. Earlier, the Manghani family also handled the business of Bhola. At present, Jagat is performing well. In the kimam segment, Baba Black, No. 90 and LV 222 are being sold, with No. 90 having the highest sales. In plain tobacco leaves, brands such as Teen Titli and Kamal Kishore are selling. In the Chatni segment, Sadhna, Gopal Dilkhush and Rachna are in demand. Both their taste and pricing are attractive to consumers. Chaman Bahar continues to maintain its position, followed by Snowpeak Paan Raswa in terms of sales.
Mr. Manghani further stated that Miraj continues to hold its position in the khaini segment, followed by Nevla. Swagat is also selling well. However, Indori tobacco enjoys exceptionally strong sales. Its sales are so high that it has become the backbone of the pan-shop trade.
In sweet supari, Ritik 5 Wala is performing very well, while Bombaiya Saunf is also selling strongly. In cardamom, Nauratan is doing well, while DS Pulse has good sales in the candy segment.
It is noteworthy that the Manghani family commands tremendous respect in the industry, besides having a very strong distributor network spread across Madhya Pradesh.