Consumers Across Both Premium and Regular Segments
The Bihar market has now almost recovered from the difficulties caused by the implementation of the new taxation system. This was clearly visible during the Bihar market survey. It is worth noting that Bihar is an important market not only for pan masala but also for tobacco and zarda. Tobacco leaf is also cultivated locally, which is used to make Saraisha Khaini. It is generally rubbed with lime and consumed.
Coming to pan masala, Bihar has a very large market. Consumers across all categories are present here, with a substantial base for both premium and regular pan masala products. As a result, pan masala companies keep a strong focus on the state.
From a marketing perspective, Bihar can broadly be divided into four regions—South Bihar, North Bihar, Kosi and Mithilanchal. Each region has its own distinct consumer preferences.
In the regular segment, several established brands such as Shikhar, Vimal, Kamla Pasand, Bahubali, Madhu, Raj Niwas, Pan Parag, Bahar and Sar Gold are currently available in the market. While one brand dominates a particular district, another brand may be the preferred choice in a different district.
Following the implementation of the new taxation system, Kamla Pasand has moved up to an MRP of ₹6, which has affected its sales. Most of the other major pan masala brands—Shikhar, Raj Niwas, Vimal, Bahubali and Madhu—continue to be available at ₹5.
However, according to the Tobacco Plus survey, Shikhar emerged as the leading brand across Bihar in terms of sales. Vimal ranked second, while Kamla Pasand stood third. Raj Niwas and Madhu continue to maintain their presence, while Bahubali has established a particularly strong position in some markets. Other brands selling in the state include Pan Parag, Bahar and Sar Gold.
Market sources with an in-depth understanding of the pan masala trade told Tobacco Plus that from Muzaffarpur to Saran in North Bihar, Shikhar has a dominant position at number one, followed by Vimal and Kamla Pasand. Besides these, Pan Parag, Sar Gold and Super Cash Gold are also present. Following its relaunch, DS Group’s Mastaba is also making efforts to regain its position in the market.
In the Kosi zone, particularly Purnia and surrounding areas, Madhu and Raj Niwas have a very strong market. These two brands occupy the number one and number two positions respectively. A similar trend is visible in the Angika region, particularly Bhagalpur, where Madhu and Raj Niwas have a strong presence. In Darbhanga, Madhu occupies the number-one position in pan masala sales.
In the premium pan masala segment, Rajnigandha remains at the top. It is the number-one selling premium pan masala brand across Bihar. Director is also expanding rapidly in the premium segment and is selling across the state, while in Gopalganj it has reached the number-one position.
Director is available in a ₹10 twin pack with a total quantity of 2.4 grams—₹8 worth of pan masala and a ₹2 zarda pouch.
Signature, which has built a strong reputation for its taste across the country, continues to gain popularity. In the pan chutney segment, Meenakshi is number one, followed by JK Pan Chutney. Baba Dilbahar also has a good and strong presence at pan shops. Ratna Elaichi has a good market in Muzaffarpur and surrounding areas and is receiving strong repeat demand.
Rajnigandha Leads the Premium Segment
Rajnigandha continues to dominate the premium pan masala category, with sales at number one. Signature has also established a strong presence in this segment. The Tobacco Plus survey clearly showed that Signature’s graph is continuously moving upward.
The survey also recorded good sales of Signature’s zipper and tin packs. With its strong taste proposition, Signature continues to strengthen its presence in Bihar. Market sources told Tobacco Plus that its popularity is steadily increasing. Backed by quality and taste, Signature has created a distinct consumer base in Bihar at an MRP of ₹15.
Director follows in terms of sales. The brand is continuously advancing in the ₹10 segment. Although Director is growing rapidly across Bihar and is available throughout the state, its sales are number one in Gopalganj.
Director is available in a ₹10 twin pack containing 2.4 grams—₹8 worth of pan masala and a ₹2 zarda pouch.
Market sources told Tobacco Plus that the way consumers are responding to Director could create significant market movement for the brand in Bihar in the coming period.
Kamla Pasand is also present in the ₹10 segment. Baba 120 is another player in this segment, while KP Richman has recently entered the market. Crystal is also recording very good sales. In the ₹5 segment, Pan Parag is putting up a strong performance.
Shikhar Leads Sales Across the State
Shikhar is selling at number one across Bihar, including Patna. In the ₹5 segment, Shikhar is facing strong competition from Bahubali in the state capital. In some markets Shikhar is ahead, while in others Bahubali has the edge. Overall, Bahubali has a strong market in South Bihar.
However, across Bihar as a whole, Shikhar remains number one. Vimal, Madhu and Raj Niwas are also improving significantly, while their MRPs remain unchanged.
Kamla Pasand has been affected by its higher MRP and is now priced at ₹6. The Tobacco Plus survey showed Shikhar clearly ahead across Bihar in terms of sales. Vimal 5000 ranked second, while Kamla Pasand stood third. Raj Niwas, Madhu and Bahubali continue to maintain their respective market positions.
MRP Puts a Brake on Kamla Pasand Demand
Kamla Pasand had maintained a strong position in Bihar for more than two decades. Whether in North Bihar or South Bihar, the brand enjoyed good sales across the state.
Following the new taxation system, its price has increased from ₹5 to ₹6. During the Tobacco Plus market survey, market sources said that Kamla Pasand had earlier been the number-one brand in North Bihar. In towns including Samastipur, Motihari and Champaran, it was either number one or recording strong growth. Its performance has now been affected to a considerable extent by the higher MRP.
During the Tobacco Plus market survey, market sources said that Kamla Pasand has maintained its quality and that the company also pays considerable attention to schemes and service, which has benefited the brand over the years.
However, with the market trend strongly centred around the ₹5 price point, its sales are currently facing considerable pressure.
Some Brands Need Greater Attention
Baba 120 has also entered the market, but its marketing team needs to pay greater attention to the brand at this stage. It is available at ₹10 with zarda.
Similarly, some products present in the ₹5 segment require greater focus on brand promotion and marketing. These brands have the potential to perform well, but companies will need to concentrate particularly on marketing and service.
Karamchand is continuously recording growth. It is a product for which, according to market feedback, no complaint has been received so far. It is building a strong market in Muzaffarpur, Sitamarhi, Darbhanga and Samastipur.
Bahar also requires greater attention. Both Bahar and Bahubali accept damaged stock back, which provides an advantage to these brands.
Market sources believe that if companies focus more aggressively on their brands, several of these products have the potential to create significant movement in the market.
Tulsi 00 and Ratna Are the Biggest Sellers
Across Bihar, Tulsi 00 records the highest sales, followed by Ratna Zarda. In North Bihar, Ratna 300 has stronger sales, while Ratna 64 is in greater demand in South Bihar.
In the premium zarda segment, Baba records higher sales. Baba One also has good sales. Apart from these, several low-priced zarda products are also selling. In the plain tobacco leaf category, Saroj has a market.
Several Pan Chutney Brands Remain Popular
As pan shops continue to operate across the state and sweet paan remains popular, pan chutneys continue to enjoy demand.
In the pan chutney category, Baba Nauratan, Dilbahar, Sadhna, Gopal’s Dilkhush and Pan Sundari are selling well. Among flavoured products, Pan Ki Jaan is also performing strongly. KTC’s flavoured chutneys are also receiving a good response from consumers.
Overall, Meenakshi holds the number-one position in pan chutney, followed by Gopal’s Pan Ki Jaan. In the premium segment, Baba Nauratan has a strong position. JK Pan Chutney is also selling well.
Swagat Dominates After Saraisha Khaini
Saraisha Khaini is widely consumed in Bihar. It is generally sold loose and rubbed with lime before consumption. The product is visible across the state.
Retailers often cut and pack the tobacco themselves in simple polythene before selling it. As a result, the market for ready-packed khaini is relatively small, with sales concentrated mainly in urban areas.
Among khaini products consumed with lime, Swagat, Kuber and Vimal Bold have a strong presence. However, Swagat has the highest sales.
In the filter category, Chaini and Coollips have a presence, although their sales are largely concentrated in urban markets.
Dillagi, Hrithik and Tinku Popular in the Supari Segment
A variety of supari products are popular across different parts of Bihar. Like other major markets in the country, Bihar also has a strong market for sweet supari in the regular supari segment.
According to feedback received during the Tobacco Plus survey, Dillagi occupies the number-one position, while Hrithik Gold has the number-two position.
However, individual districts have their own market leaders. For example, Tinku Supari is selling at number one in Muzaffarpur and surrounding areas, followed by Madhu and Radhika. Radhika has introduced an attractive scheme. Super Taj is also recording good sales.
Afzal Hookah Flavour Leads the Market
Afzal has strong demand and a wide range in the hookah flavour market. The brand, which has built a strong presence across the country, is also the number-one choice in Bihar.
While all of its flavours are sold in the state, Pan Raas is the best-selling flavour.
The Tobacco Plus market survey found that Afzal does not have an agency in Bihar, yet the brand enjoys strong demand. To meet consumer demand, retailers source the products from Delhi and sell them in the local market.
Market sources attribute Afzal’s success to its regular updates and expansion in flavours. Although several other brands are also present in the category, Afzal’s hookah flavours are currently receiving the strongest consumer preference.
Apart from Pan Raas, the company offers around 150 varieties of hookah flavours. These flavours are available in three pack sizes—50 grams, 250 grams and 1 kilogram.