Signature in a Strong Position in the ₹15 Pair Segment
Signature, the premium product from the Dilbagh Group, is performing well in the ₹15 pair segment. Each pouch contains 4 grams of pan masala. In Bihar, Jharkhand, West Bengal, Assam, the Northeast and Rajasthan, its market is steadily expanding in the ₹15 pair segment, comprising a ₹12 pan masala pouch and a ₹3 zarda pouch.
The brand has also emerged as one of the fastest-growing products in Punjab, Haryana, Jammu and Kashmir, Uttarakhand, Madhya Pradesh and Chhattisgarh. The company is equally active in Gujarat, where demand for Signature continues to rise.
In Uttar Pradesh, Signature holds the number-one position in the ₹5 MRP segment. It is also witnessing strong demand in the ₹15 pair segment, ranking first in some markets while growing rapidly in others. Its zipper and tin packs are also attracting considerable demand.
Signature’s growing popularity reflects its strong market presence across several states, including the national capital, Delhi. Its quality and distinctive taste have contributed to its success in markets across the country.
Baba 120 Continues to Register Growth
Baba 120, the premium product from Dharampal Premchand Ltd., has Karnataka as its principal market, but it has also registered rapid growth in Rajasthan.
According to market experts who spoke to Tobacco Plus, the product’s taste has gained acceptance among consumers, resulting in consistently rising sales. Its quality and taste, combined with pocket-friendly pricing, are helping it expand rapidly.
Before the new taxation regime, Signature was available at ₹10 but has now moved to the ₹15 pair segment. This has created a gap in the ₹10 segment, directly benefiting Baba 120.
Backed by its quality and taste, Baba 120 is now in good demand across several states. Besides Karnataka and Telangana, Rajasthan has emerged as a particularly strong growth market. The brand is also gaining traction in Uttar Pradesh, Bihar, Gujarat and other markets.
Growing consumer acceptance of its taste is contributing to the continued rise in demand for Baba 120.
Rajnigandha’s Mini Pouch Registers Remarkable Sales Momentum
Rajnigandha appears to have benefited significantly from the new taxation regime. In some markets, its sales have doubled, while in others, they have reportedly increased threefold. One of India’s oldest premium brands, Rajnigandha continues to enjoy a strong presence across the country.
Market experts told Tobacco Plus that the brand has recorded growth of at least 30–40% nationally.
In Uttar Pradesh, the Rajnigandha mini pouch is witnessing the highest demand. The ₹10 MRP mini pouch contains 2.2 grams of pan masala, while the ₹20 pouch contains 4 grams. Its ₹70 zipper pack contains 17 grams, and the 100-gram tin pack is priced at ₹350.
The company is also offering an attractive scheme on its tin packs: one pack free with a box containing nine tin packs.
Although all segments are selling well in Uttar Pradesh, the ₹10 mini pouch enjoys comparatively higher demand. However, in Delhi and several other states, including Gujarat, Bihar, West Bengal, Assam, the Northeast, Odisha, Rajasthan, Haryana and Punjab, the ₹20 pouch is more popular.
The speed at which Rajnigandha is selling was evident during the market survey conducted by Tobacco Plus. The manufacturing dates on pouches available with retailers were only two to three weeks old, indicating rapid stock movement.
SNK Witnesses Exceptional Demand
SNK holds the number-one position in sales in Kanpur and several other districts of Uttar Pradesh. The brand is available in multiple segments. Its ₹5 pouch contains 2.4 grams of pan masala, while the ₹15 pouch contains 9 grams.
SNK is also registering strong sales in Delhi-NCR. Following the introduction of the new taxation regime, several companies had restricted production. SNK, however, made a strong market push by offering 2.4 grams of pan masala in its ₹5 pouch.
Demand for SNK is reportedly so high that the company is struggling to meet market requirements.
Market experts told Tobacco Plus that SNK has challenged several established brands in the ₹5 segment. Its distinctive taste has helped build consumer loyalty, with many consumers preferring it after trying the product.
During the market survey, industry sources estimated that SNK commands more than 70% of the pan masala market in Kanpur in terms of sales, with other brands accounting for the remaining 25–30%.
The brand is also performing well in Delhi-NCR. The company’s other product, Gagan, is enjoying good demand as well.
Cash Is Regaining Market Momentum
Cash, which has established its taste and reputation in several markets across India, has its strongest markets in Purvanchal in Uttar Pradesh and the Maha Kaushal region of Madhya Pradesh.
Like several other pan masala brands, Cash was affected by the new taxation regime. Production cuts during that period disrupted supplies and adversely affected the brand’s market position.
However, supply-related problems have now eased. With availability improving, Cash is once again gaining momentum. Its established product quality and familiar taste have helped retain consumer interest.
The company’s active marketing team is also contributing to the recovery, helping the product gradually regain its earlier position.
Market experts told Tobacco Plus that Cash is steadily strengthening its market presence. Besides Purvanchal and Maha Kaushal, the brand is receiving encouraging orders from other markets as well.
The improving response from different mandis has boosted the company’s confidence in the brand’s recovery.
Gomti Becomes a Talking Point in the Market
Gomti, a pan masala brand from Lucknow, is attracting considerable attention in the market. The discussion centres on the company’s renewed focus on product quality and marketing.
The brand has recorded encouraging growth in its traditional markets across eastern Uttar Pradesh, including Deoria, Gorakhpur, Khalilabad, Basti and Maharaj Ganj, as well as in Guwahati. Gomti is also enjoying good demand in Lucknow and Unnao, particularly in rural markets.
Market experts told Tobacco Plus that after receiving an encouraging response in these established markets, the company is preparing to launch Gomti in Bihar, West Bengal, Rajasthan and Gujarat.
The success achieved in its traditional markets has encouraged the company to pursue further expansion. Gomti has introduced attractive trade schemes to increase brand awareness and reach more consumers.
The company’s primary focus is on product placement, and the Tobacco Plus survey found extensive placement of Gomti across the markets surveyed.
The active involvement of the marketing team indicates that the company is preparing to expand the brand’s footprint beyond its existing strongholds.
Sweet Supari Brand Rasvilas Makes a Strong Entry
A new player has made a notable entry into the sweet supari market. The brand, Rasvilas, was successfully launched around Dussehra by its manufacturer, JJ Karda Pan Product.
Rasvilas and Kesar Vilas Khajoor are available in rose and saffron flavours, with an MRP of ₹2.
During the Tobacco Plus market survey, retailers said the company’s marketing team was actively working to secure product placement. The response from consumers during sampling has reportedly been encouraging.
Market experts believe the product could benefit from its quality and changing consumer preferences. Growing awareness of health and wellness following the COVID-19 pandemic has contributed to increased interest in sweet supari products, according to industry sources.
The company plans to introduce the product in major cities across the country in phases. It is also looking for reliable and well-established distributors to support the brand’s expansion.
Talab Is Growing Again
Before the new taxation regime, Talab, a product from the Dilbagh Group, enjoyed strong sales in the Maha Kaushal region, Chhattisgarh and the Northeast. The brand had established a solid market base in these territories and was expanding rapidly.
However, reduced production and supply disruptions during the transition to the new taxation regime affected its performance.
With supply problems now easing, Talab is gradually working to regain its earlier market position. As a familiar brand in these markets, it continues to benefit from consumer acceptance of its taste.
C&F agents and other channel partners are actively working to restore the brand’s previous standing. They told Tobacco Plus that the company’s supportive approach towards its distribution network has helped the product regain momentum.
The Dilbagh Group has several brands in its portfolio, including Dilbagh Green, Dilbagh Yellow and Signature. These products have established a presence in different states.
The group’s premium brand, Signature, has achieved considerable success in several markets across the country.
Kali Supari Prepares for Launch in Bihar’
Kali Flavoured Supari is preparing to enter the Bihar market. The Khajoor-based product offers a distinctive supari experience, with the flavour profile centred on the characteristic feel of areca nut.
Kali Supari has a presence and established sales channels in almost every state. It is available in two segments, with MRPs of ₹2 and ₹5. In some markets, the ₹2 pack is attracting consumers, while in others, the brand is gaining ground in the ₹5 segment.
From Gujarat and Rajasthan to Uttar Pradesh and West Bengal, consumers are showing interest in the product. The Northeast remains one of its strongest markets. Its consumer base is also expanding in Madhya Pradesh, Chhattisgarh and Karnataka.
Besides Kali Flavoured Supari, consumers are showing interest in Kali Khajoor and Kadak Flavoured Betel Nut.
During the market survey, industry sources told Tobacco Plus that the Sagar Group of Industries has benefited from its understanding of market dynamics and its strategy of developing products in line with consumer preferences.
The group’s other products, including Bablu Gold, Saab Dilkhush, Royal Supari and Bablu Gold Roasted Supari, are also enjoying good demand in various states.
Firoza Receives an Encouraging Market Response
Firoza Pan Masala has been introduced in a new, attractive pouch with an MRP of ₹5. It is a quality product from the GT C. Nevla Group of Delhi.
Market experts told Tobacco Plus that the new pouch contains 3 grams of pan masala. The market survey found that sales are steadily increasing in Uttar Pradesh, Gujarat, Karnataka, Uttarakhand, Delhi, the Kosi belt of Bihar, Jammu and Kashmir and several other states.
The brand is also expected to be launched in Haryana and Punjab soon. It has reportedly received a positive response in Kolkata as well.
Another notable feature is that the company is not facing any DND (distribution-related restrictions or deductions, as referred to in the market report).
The company has also introduced a larger ₹20 pouch in the Northeast and Madhya Pradesh, containing 14 grams of pan masala. This pack is attracting consumers looking for a larger quantity.
Market experts believe Firoza’s taste and quality will help it establish a stronger foothold. During the Tobacco Plus survey, the people consulted expressed appreciation for the product’s quality.
Dilbagh Plus Launches in Its Hometown
The Dilbagh Group is among India’s established brands, with several of its products performing well in markets across the country.
The company has now launched Dilbagh Plus in a yellow pouch in its hometown of Kanpur and several other districts of Uttar Pradesh. The product carries an MRP of ₹5, and each pouch contains 2.3 grams of pan masala.
Dilbagh Plus is not a new brand; it is already established in several markets across the country. Its entry into Kanpur and other Uttar Pradesh markets is expected by market experts to intensify competition in the segment.
Besides Dilbagh Plus in a yellow pouch, the group markets Dilbagh in a green pouch, along with other products such as Talab and Signature. These brands have established market positions in different states.
The group’s premium brand, Signature, has built a strong presence in several markets. In the ₹5 segment, Signature has emerged as one of the best-selling premium products in Uttar Pradesh.
Its distinctive taste has helped it gain a competitive edge, putting pressure on several established brands.
Dahad Receives a Positive Market Response
Dahad, the yellow-leaf khaini product from the Nevla Group, is receiving an encouraging response from the market. The group is making sustained efforts to establish the product, and industry sources report healthy growth in sales.
Market experts told Tobacco Plus that consumers are increasingly showing interest in Dahad, citing its taste and quality.
The product was recently launched at MRPs of ₹5 and ₹10 in Delhi, Ghaziabad, Gurugram, Kanpur and several other markets in Uttar Pradesh, as well as in Gujarat.
The ₹5 pouch contains 10 grams of khaini, while the ₹10 pouch contains 20 grams.
The positive response from different markets has encouraged the company. Its marketing team is actively working to ensure product availability and strengthen distribution.
This continued marketing effort has helped Dahad gain encouraging traction within a relatively short period of its launch.
Cocktail Performs Well in Central Uttar Pradesh
Cocktail Exclusive, a product from the Cash Group, is selling well in Kanpur and neighbouring markets, including Unnao, Fatehpur and Kannauj.
Market experts consider the product competitive in terms of both quality and quantity. Having established a good foothold in central Uttar Pradesh, Cocktail is now focusing on Karnataka and West Bengal.
In markets where sampling has been conducted in these two states, the product has reportedly received an encouraging response from both consumers and retailers. Preparations for launches in additional markets are also progressing.
Industry experts who spoke to Tobacco Plus described Cocktail as a well-balanced blend, reflecting the company’s product-development approach.
The company has introduced Cocktail with an attractive trade scheme. The brand has already achieved good results in several Uttar Pradesh districts, where the Cash Group has a strong market presence.
The group’s other products, including Aashiqui and Kaka, also enjoy strong positions in their respective markets.
Tansen Holds the Number-One Position in Several Markets
Tansen, counted among India’s established pan masala brands, is enjoying strong demand in Jaipur and several other markets in Rajasthan.
The product is available at MRPs of ₹5, ₹10, ₹20 and ₹40. All segments are selling in Rajasthan, but the ₹5 pouch accounts for the highest sales volume, making the state a particularly strong market for this segment.
During the Tobacco Plus market survey, industry sources said Tansen holds the number-one position in Rajasthan in terms of volume.
Recognising the strength of the market, the company chose Rajasthan to introduce its big pack.
Bihar is another major market for Tansen. The brand is also gaining ground in selected markets in Gujarat.
Rajasthan remains its largest and strongest market, which influenced the company’s decision to begin its big-pack initiative there. Strong marketing efforts have also helped secure extensive product placement.
Market experts told Tobacco Plus that Tansen enjoys a leading position in Rajasthan, Uttarakhand and Uttar Pradesh, particularly in the Agra division. Bihar, Jharkhand, Assam and Gujarat are among its other strong markets.
Baba Black Supari Gains Popularity Across India
Baba Black Supari has established a strong presence across the country, from Delhi to Haryana, Punjab, West Bengal, Assam, Rajasthan, Madhya Pradesh, Telangana and numerous other markets.
The brand has built its position on product quality and taste. It is available in three segments, with MRPs of ₹2, ₹5 and ₹10, although the ₹2 pouch enjoys the highest demand. The ₹5 and ₹10 packs are also selling.
According to the Tobacco Plus market survey, Baba Black Supari has achieved widespread popularity. While the brand is performing well nationally, Uttar Pradesh and Gujarat have emerged as its strongest markets.
In these two states, particularly in the ₹2 segment, the product is reportedly recording exceptionally strong sales.
The brand also has a solid presence in several other states. The survey indicates that its distinctive taste is a major factor attracting consumers and supporting its continued growth.
Shikhar Enters the ₹10 Segment with ‘Das Ka Dum’
Shikhar, which holds the number-one position in several state markets, has intensified its efforts in the Kanpur belt of Uttar Pradesh over the past two to three months.
The company has launched the product in the ₹10 MRP segment with the promotional tagline “Das Ka Dum” (the power of ten).
The Tobacco Plus market survey found extensive product placement and promotional material supporting the launch. However, the ₹5 pair segment continues to account for higher sales.
The ₹5 pouch contains 2.3 grams of pan masala, while the newly launched ₹10 pack contains 5 grams.
Shikhar was already available in several other Uttar Pradesh markets before this launch.
Market experts told Tobacco Plus that Shikhar holds a leading position in Delhi, Jharkhand, West Bengal and the Northeast. In Guwahati, it reportedly dominates the ₹5 segment, with an estimated market share of around 80%.
The brand is also enjoying good demand in Madhya Pradesh, Rajasthan, Gujarat, Punjab, Haryana and Telangana.
In terms of sales volume, the ₹5 segment remains the most popular. The ₹10 segment and the ₹20 jumbo pouch are also available and are recording reasonable sales.
Lahar, Paheli and Classic Create a Stir
Lahar and Paheli pan masala are making a strong impact in Jabalpur, Katni, Sagar, Seoni, Narsinghpur and other markets in the Maha Kaushal region of Madhya Pradesh.
While Lahar is performing well in some markets, Paheli is gaining ground in others. Their growing popularity is putting pressure on several established brands.
During the Tobacco Plus market survey, retailers said consumers were responding positively to the taste of both products. Their quality and relatively higher quantity were also cited as factors supporting demand.
A similar trend is visible in the Malwa region, particularly in Indore and Ujjain. Both products are enjoying considerable demand, especially in rural markets, where established brands are facing increasing competition.
Lahar is available in two segments, with MRPs of ₹10 and ₹20. The ₹10 pouch contains 25% extra pan masala, while the ₹20 pouch contains 22 grams.
Lahar is a product of Jatashankar Traders.
Meanwhile, the company is preparing to launch Classic in Uttar Pradesh through a promotional offer called Maha Loot. Under the scheme, consumers will receive three pouches of Classic for ₹10.
Vimal 5000 Records Remarkable Sales Growth
Vimal 5000 is witnessing strong growth across India, from Delhi and Uttar Pradesh to Bihar, the Northeast and Rajasthan.
Market experts told Tobacco Plus that the brand’s growth is reflected in its reported share of around 60% of the market among key competing brands.
Following the new taxation regime, neither its prices nor its grammage were reduced. Most importantly, the brand reportedly did not face significant supply shortages.
As a result, Vimal 5000 has continued to strengthen its position since the introduction of the new taxation structure.
During the market survey, retailers told Tobacco Plus that Vimal 5000 ranks among the leading products in the ₹5 segment in several states.
Market experts also reported that Vimal sales had increased by approximately 25–30% nationally following the taxation changes.
The product is selling strongly in smaller towns and interior markets across Uttar Pradesh. Gujarat has remained one of its strongest markets for decades, and the brand continues to maintain a strong presence in southern India as well.
Pan Parag Steps Up Activity in Several States
Pan Parag, one of India’s long-established and respected brands, has increased its activity in Madhya Pradesh, Chhattisgarh and Gujarat.
The company’s marketing initiatives are reportedly receiving an encouraging response. In Delhi, Pan Parag has an established consumer base, while Pan Parag Extra Plus in its yellow pouch has developed a loyal following in Delhi-NCR.
Madhya Pradesh is one of the brand’s traditional markets. A few months ago, the company revised its marketing assignments, a move that market experts believe has started delivering positive results.
Industry sources told Tobacco Plus that the company understands market dynamics and has made changes to its marketing team accordingly. Over the past three to four months, Pan Parag has reportedly registered significant sales growth in Madhya Pradesh and Chhattisgarh.
The company has also deployed its marketing team in selected Gujarat markets, where the brand is gradually gaining momentum.
Pan Parag Supreme, priced at ₹20, is receiving an excellent response in Darbhanga and Madhubani in Bihar. Retailers told Tobacco Plus that the product’s quality and taste, combined with attractive trade schemes, have helped boost sales.
Market experts believe that if the company maintains its current focus, Pan Parag has the potential to generate considerable momentum in the market.
Nauratan Holds the Number-One Position in South India
Nauratan, Baba’s premium pan masala product, holds the number-one position in Telangana. Following the new taxation regime, its MRP increased from ₹10 to ₹12.
The ₹12 pouch contains 3 grams of pan masala, with zarda available separately. All its product segments, from the ₹12 pouch to zipper and tin packs, are reportedly enjoying strong demand.
Nauratan is also a leading product in neighbouring Andhra Pradesh.
Market experts told Tobacco Plus that consumers in different states prefer pairing Nauratan with different varieties of zarda. Consequently, the combined price varies by market.
For example, in Telangana, consumers prefer pairing it with 120-brand zarda, making the pair available for ₹15. In Rajasthan, consumers prefer pairing it with 160-brand zarda, taking the combined price to ₹20.
Nauratan is also registering steady sales growth in Gujarat. Its performance in Uttar Pradesh, Madhya Pradesh, Chhattisgarh, West Bengal, Assam and the Northeast has been satisfactory.
The brand’s strong performance in Telangana and Andhra Pradesh, combined with its presence across several other states, continues to reinforce its position in the premium pan masala segment.