Vimal 5000 Breaks Sales Records
Vimal 5000 has been on a continuous growth trajectory following the new taxation regime. In Assam, the brand has reportedly broken all previous sales records. Market sources told Tobacco Plus that the extent of its growth can be gauged from the fact that it has captured around 60% of the market held by the main running brands.
Following the new taxation, neither has its price increased nor has there been even the slightest reduction in grammage. More importantly, the brand has not faced any shortage in the market. This uninterrupted availability has worked strongly in its favour.
As of today, Vimal 5000 is witnessing growth across almost every state, including Delhi, Uttar Pradesh, Bihar and Rajasthan. In North Bengal too, from Siliguri to Cooch Behar, the brand has registered significant growth.
During the market survey, retailers told Tobacco Plus that Vimal 5000 is currently the number-one-selling product in the ₹5 segment. Market sources further reported that after the new taxation, Vimal’s sales in Assam and the Northeast have increased by several hundred times. From small towns to interior markets, Vimal 5000 is selling strongly.
The brand has been number one in Gujarat for decades and has also established a strong presence in the southern states.
Baba 120 Gains Strongly in Rajasthan
Baba 120 is witnessing impressive sales growth in Rajasthan. The premium product from Dharampal Premchand Ltd. has Karnataka as its main market, but a vacuum has emerged in the ₹10 segment in Rajasthan, and Baba 120 is benefiting significantly from it.
Before the new taxation, Signature was available at ₹10 in the state. It has now moved to a ₹15 twin-pack, creating a gap in the ₹10 price point. Baba 120 has been able to capitalise on this opportunity.
Along with its taste and quality, its pocket-friendly MRP is helping the brand grow rapidly in the state. Backed by its quality and taste, the product is currently enjoying good demand across several states.
Apart from Karnataka and Rajasthan, Baba 120 is available in states including Uttar Pradesh, Bihar and Gujarat.
During the Tobacco Plus market survey, industry sources said that although its quantity is slightly lower compared with 4-gram brands, consumers have developed a strong liking for its taste. Its availability as a ₹10 twin-pack is also supporting sales growth.
Consumers are responding strongly to the product’s taste, and demand continues to rise.
Director Receiving Excellent Market Response
TRDP Group’s premium brand Director has a presence in almost all major markets across the country. Director continues to strengthen its position in the ₹10 segment. The twin-pack carries an MRP of ₹10 and contains 2.4 grams, comprising an ₹8 masala pouch and a ₹2 zarda pouch.
Consumers are responding positively to the product because of its taste and quality. Its strongest markets include Assam, Bihar, Jharkhand, Jammu & Kashmir, Haryana and Punjab.
In Gujarat, Director is witnessing intense competition with brands such as Nauratan and Signature in different markets. In Gopalganj, Bihar, it is among the top-selling brands and has also started achieving good sales in Karnataka. It is receiving a very strong response in some districts of Rajasthan as well.
During the market survey, industry sources told Tobacco Plus that Director offers impressive quality, which is helping it gain momentum rapidly. The brand is also receiving good market acceptance in Delhi and the Mahakaushal region of Madhya Pradesh.
Market sources told Tobacco Plus that in terms of quality, flavour and taste, Director is a particularly strong product.
Kali Supari Continues to Register Steady Growth
Sagar Group of Industries’ strong brand Kali Flavoured Supari has a presence across almost all states in the country. Not only does it have wide distribution, but it is also enjoying good demand and market movement.
The product is available in two price segments, with MRPs of ₹5 and ₹2. In some states, it is attracting consumers at the ₹2 price point, while in others it continues to strengthen its position in the ₹5 segment.
The khajur-based product delivers a distinct supari experience. Consumers from Gujarat and Rajasthan to Uttar Pradesh and Bengal are showing strong acceptance. The Northeast has already been one of its strongest markets. Its consumer base is also expanding steadily in Madhya Pradesh, Gujarat and Karnataka.
Apart from Kali Flavoured Supari, consumers are also showing strong preference for Kali Khajur and Kadak Flavour Betel Nut.
During the market survey, industry sources told Tobacco Plus that the company’s deep understanding of the market and its strategy of developing products according to consumer preferences are among the key reasons behind its growth.
Other products from the group, including Bablu Gold, Saab Dilkhush, Royal Supari and Bablu Gold Roasted Supari, are also enjoying good demand in various states across the country.
Rajnigandha Makes Waves Across the Country
Rajnigandha, one of the country’s oldest premium brands, continues to make a strong impact across the country. Its quality and taste have earned it a loyal consumer base over the years.
At an MRP of ₹20, the Rajnigandha pouch contains 4 grams of masala. Despite being somewhat more expensive than other premium brands, the product has witnessed a significant surge in sales.
Rajnigandha is among the brands that have benefited strongly from the new taxation regime. With no major complications related to either grammage or pricing, the results have been significant. In some markets, sales have doubled, while in others they have increased threefold.
During the market survey, analysts told Tobacco Plus that Rajnigandha’s sales in Jharkhand have increased threefold. The brand has also received a major boost in the Northeast, where sales have reportedly grown by 50–60%.
In Gujarat too, the brand has reportedly broken several of its previous sales records. Market sources told Tobacco Plus that Rajnigandha has achieved overall growth of at least 30–40% across the country.
Gagan Rapidly Expands into New Markets
The company behind Gagan’s expansion is highly active across Delhi, NCR, western Uttar Pradesh, Uttarakhand and Rajasthan. Its continuous efforts to identify and enter new markets have contributed significantly to the brand’s rapid growth.
During the Tobacco Plus survey, large hoardings and extensive promotional material for Gagan were visible across several states. As a result, the brand appears to be successfully establishing a strong presence in a growing number of markets.
In Rajasthan, Gagan is gaining market presence in Ajmer, Udaipur, Kota, Tonk, Sikar, Bharatpur, Jodhpur, Hanumangarh, Ganganagar and Jaipur. The brand is available here at MRPs of ₹5 and ₹15.
Market sources told Tobacco Plus that the product offers good quality and a strong taste, which is helping it gain consistent market movement.
Gagan is an established brand. Recently, the company relaunched it in the ₹5 twin-pack format across the Meerut and Saharanpur divisions. The brand is not new to these markets, as consumers are already familiar with it. Demand for Gagan is increasing across these markets.
Signature Now a Hit in the ₹15 Segment Too
Dilbagh Group’s premium product Signature, available in a 4-gram quantity, has now established itself in the ₹15 twin-pack segment as well.
In Bihar, Jharkhand, Bengal, Assam, the Northeast and Rajasthan, its market is continuously expanding in the ₹15 twin-pack, comprising a ₹12 masala pouch and a ₹3 zarda pouch.
In Punjab, Haryana, Jammu & Kashmir, Uttarakhand, Madhya Pradesh and Chhattisgarh, Signature has emerged as one of the fastest-growing brands.
At an MRP of ₹5, the brand is particularly strong in Uttar Pradesh, where it is among the top-selling products.
Signature continues to gain popularity, supported by its strong quality and distinctive taste. The brand has achieved significant success across the country, including in the national capital, Delhi. The company is also highly active in Gujarat, where demand continues to increase.
At the ₹5 MRP, Signature is among the top-selling brands in Uttar Pradesh. Its ₹15 twin-pack is also witnessing good demand. In some markets, it is among the leading brands, while in others it is growing rapidly.
The brand’s zipper and tin packs are also witnessing strong demand.
Firoza to Be Relaunched in a New Look
GTC’s Nevla Group, Delhi, is gearing up for the nationwide relaunch of its quality product, Firoza Pan Masala, in a new and attractive pouch with an MRP of ₹5, around Navratri.
Sources told Tobacco Plus that the new pouch will contain 3 grams of masala. Firoza is already witnessing steadily increasing market movement in several states, including Uttar Pradesh, Gujarat, Karnataka, Uttarakhand, Delhi, the Kosi belt of Bihar and Jammu & Kashmir. The product is also expected to be launched soon in Haryana and Punjab.
Firoza has also received a good response in Kolkata. An important feature of the brand is that it reportedly has no DND.
During the Tobacco Plus market survey, it was learnt that, considering the growing demand for Firoza, the company has also introduced a larger ₹20 pouch in the Northeast and Madhya Pradesh. The ₹20 pouch contains 14 grams of masala, which is attracting consumers rapidly.
Market sources told Tobacco Plus that Firoza’s sales are continuing to grow on the strength of its taste and quality.
Patel Pan Masala Makes Inroads into Agra
Patel Pan Masala, a product of RK Products, Gwalior, is growing rapidly in the rural markets of the Agra division. The product is available in a ₹20 zipper pack, containing 19.8 grams of masala.
Consumers are responding positively to the product’s quality and taste. During the Tobacco Plus survey, customers and retailers said that apart from offering higher quantity, the product also has a good taste.
Patel Pan Masala has reached the number-two position in Mahakaushal, Madhya Pradesh. The Mahakaushal region, comprising Jabalpur, Chhindwara, Balaghat, Narsinghpur, Katni, Seoni, Mandla and Dindori, among other markets, is considered a highly promising market for jumbo-pack pan masala.
This has traditionally been a cash-and-demand-driven market. Following the new taxation, the supply of several products was disrupted, while local product Patel Pan Masala maintained its availability in the market. The brand benefited from this continued supply.
It is worth noting that Mahakaushal is a strong market for jumbo packs. Rajshree has already established its presence here in ₹20 and ₹40 packs.
Sweety Holds the Number-One Position
Among sweet supari brands, Sweety Supari enjoys the highest sales. Its ₹2 saffron-flavoured Sweety Supari has created a strong impact in terms of sales.
The brand holds the number-one position in Uttar Pradesh and is also at the top in distant Telangana. From children to senior citizens and women to young consumers, Sweety Supari enjoys widespread acceptance.
Despite being an established brand, it has maintained its quality and taste over the years. Its popularity can be gauged from the fact that it has a strong presence not only at pan shops but also at grocery stores.
In a way, Sweety Supari has established its taste and identity across the sweet supari market nationwide. Today, it has attained the position of a pan-India brand.
Industry sources told the Tobacco Plus team that Sweety Supari is among the number-one-selling brands in several states, including the national capital, Delhi.
Pan Parag Witnesses Sales Growth
One of the oldest companies in the pan masala sector, Pan Parag, is currently putting renewed emphasis on marketing. The increased activity is translating into higher sales.
In Delhi, Pan Parag has established a strong customer base, while in Delhi-NCR, consumers have also responded positively to Pan Parag Extra Plus in the yellow pouch. Sales growth has also been witnessed in Madhya Pradesh, Chhattisgarh and Jammu & Kashmir.
Market sources told Tobacco Plus that the company understands the pulse of the market and is therefore continuously increasing its activity, with positive results.
The company’s marketing team is also active in several markets of Gujarat, where the brand is gaining momentum.
Pan Parag Supreme, available at an MRP of ₹20, is receiving an excellent response in Darbhanga and Madhubani in Bihar.
Retailers told Tobacco Plus that the quality and taste of Pan Parag Supreme are already strong, while its attractive trade scheme has further strengthened its market performance.
Lehar and Paheli Creating a Buzz
Jatashankar Traders’ pan masala products Lehar and Paheli are creating a strong impact not only in Madhya Pradesh but also in Chhattisgarh.
During the Tobacco Plus market survey, retailers said that consumers are responding very positively to the taste of both products. Along with good quality, they also offer higher quantity. As a result, several established regular brands are facing an impact.
In the Mahakaushal region of Madhya Pradesh, including Jabalpur, Katni, Sagar, Seoni and Narsinghpur, among others, Lehar and Paheli Pan Masala have recorded rapid growth.
In some markets, Lehar is selling strongly, while in others Paheli is creating significant movement. A similar situation is emerging in the Malwa region, including Indore and Ujjain.
The demand for both products is particularly strong in rural markets. The situation has reached a point where even established brands in these markets are facing strong competition from Lehar and Paheli.
Lehar is available in two segments, with MRPs of ₹10 and ₹20. The ₹10 pouch contains 25% extra masala, while the ₹20 pack contains 22 grams of masala.
Shikhar Number One in Several States
With its strong taste helping it rapidly move towards becoming a pan-India brand, Shikhar now has a presence in almost every state across the country.
The brand holds a number-one position in Delhi, Jharkhand, West Bengal and the Northeast. In Assam, Shikhar’s sales in the ₹5 segment are reportedly one-sided, with an estimated market share of around 80%.
It is also a strong player in Madhya Pradesh, Rajasthan, Gujarat, Punjab, Haryana and Telangana, among other states. The company is also placing considerable focus on Uttar Pradesh.
Market sources told Tobacco Plus that Shikhar, which ranks among the top-selling brands in the ₹5 segment across several states, has also achieved good success at the ₹10 MRP.
In terms of volume, the ₹5 category remains more in demand. Shikhar’s ₹20 jumbo pouch is also available in the market and is witnessing increasing market movement.
Amer Prepares for Launch
Sampling of Amer, the pan masala product from TRDP Group, has been almost completed in Kanpur, Prayagraj, Varanasi, Lucknow and Gorakhpur, among other markets.
The product is available in a ₹5 twin-pack. During the Tobacco Plus survey, market sources said that Amer received a good response during the sampling phase, with consumers appreciating its quality.
Considering the company’s aggressive market activity, industry sources believe that the product could create considerable market movement. Apart from maintaining the quality of its products, TRDP Group is also known for maintaining strong relationships with distributors and retailers.
Encouraged by the market movement received during sampling in these key Uttar Pradesh cities, the company is now preparing for a major statewide launch during Navratri.
It is worth mentioning that the group’s premium product Director has already established a strong position in several states. Apart from Assam and the Northeast, it is also growing rapidly in Bihar and Jharkhand.
Market sources told Tobacco Plus that the product offers good quality and taste, which is helping it receive strong market movement.
Kamla Pasand Sales Impacted in Bihar
For any brand, maintaining popularity and continuing to hold a strong position in the market over a long period is a significant achievement. Kamla Pasand has achieved this position.
However, following the implementation of the new taxation regime, an increase in both grammage and MRP has affected Kamla Pasand to some extent in Bihar.
Following the new taxation, its MRP has increased to ₹6, while competing brands continue to be available at ₹5. While competitors have benefited from maintaining their existing MRP, Kamla Pasand’s sales have been somewhat impacted.
At the same time, the fact remains that despite being ₹1 more expensive than competing brands, consumers who have developed a strong liking for Kamla Pasand’s distinctive taste continue to prefer it.
Known for its unique taste, Kamla Pasand remains a highly popular product. Apart from Delhi, it has a very strong presence in Uttar Pradesh and several other states.
In some markets, it holds the number-one position, while in others it remains a particularly strong player. In Uttar Pradesh, Kamla Pasand continues to enjoy a distinctive market presence.
Bahubali Registers Rapid Sales Growth
Paan Bahar Group’s product Bahubali continues to improve its market performance. Among the leading brands in South Bihar, Bahubali is giving Shikhar strong competition in the ₹5 segment in the state capital, Patna. In some markets Shikhar is ahead, while in others Bahubali is leading.
The brand is also recording strong sales in other districts of South Bihar, including Chhapra, Siwan, Gopalganj, Ara, Shahpur, Bhojpur, Buxar, Sasaram and Rohtas.
During the Tobacco Plus market survey, market sources said that Bahubali has established a very strong market base in South Bihar. The product is also selling very well in several markets of western Uttar Pradesh.
One of the key findings of the Tobacco Plus survey is that Bahubali is recording daily growth in the ₹5 segment. It has created its own distinct consumer base and has built a strong foundation in both South Bihar and western Uttar Pradesh.
Bahubali is witnessing good growth in the ₹5 twin-pack and is now present at almost every pan shop in these markets.
Dahaad Roars into the Market with Its Launch
Nevla Group has launched its Dahaad brand of yellow-leaf khaini in several markets. Available at MRPs of ₹5 and ₹10, Dahaad has been launched in Delhi and adjoining markets such as Ghaziabad and Gurgaon, as well as Kanpur and several other markets in Uttar Pradesh, Gujarat and other regions.
The product has received a good response across markets right from its launch. The ₹5 pouch contains 10 grams of khaini, while the ₹10 pouch contains 20 grams.
The company is highly encouraged by the positive market response to Dahaad. Its marketing team remains continuously active to ensure product availability across markets. Nevla Group is leaving no stone unturned to establish the brand firmly in the market.
Market sources told Tobacco Plus that the brand is witnessing very good growth in market movement, with consumers increasingly attracted to the product. Its taste and quality are being cited as the key reasons behind the response.
Rajshree Tops the Charts in MP and Chhattisgarh
Across Madhya Pradesh and Chhattisgarh, Rajshree continues to be the undisputed sales leader. In both states, Rajshree is reportedly the highest-selling brand across all its segments.
The brand is available at MRPs of ₹5, ₹10, ₹20 and ₹40, and is said to hold the number-one position in terms of sales across all these segments.
The Mahakaushal region of Madhya Pradesh—including Jabalpur, Chhindwara, Balaghat, Narsinghpur, Katni, Seoni, Mandla and Dindori—is considered a particularly strong market for jumbo-pack pan masala.
Rajshree was the brand that pioneered the ₹20 jumbo pack in this region. Following the success of the ₹20 jumbo pack, the company has also launched the Rajshree Maha Pack in a ₹40 format.
The Rajshree Maha Jumbo Pack is also reportedly selling more than competing brands. Rajshree has maintained its dominance across almost all districts of the Mahakaushal region for more than one and a half decades.
During the Tobacco Plus survey, market sources said that the brand continues to hold the number-one position in the region because of its excellent taste and unmatched quality.
Counterfeiting of Nevla and Coollips on the Rise
Nevla, the flagship khaini brand of Gupta Tobacco Company, has maintained a strong market presence for the past eight decades. Similarly, Coollips, the filter khaini brand from TRDP Group, has also established a strong position in the market.
Considering the popularity and demand for both brands, counterfeiters have also become active. The problem is reportedly particularly serious in Jammu & Kashmir, where counterfeiting of Nevla and Coollips has reached a high level.
According to market sources, counterfeit products are being sold at almost half the price of the original Nevla Khaini and Coollips. The widespread availability of fake products is causing the greatest difficulty for consumers, many of whom feel cheated.
Market sources told Tobacco Plus that if the companies manufacturing Nevla and Coollips do not address the issue quickly, both brands could face not only financial losses but also potential damage to their market reputation.
Mykik Receives Excellent Response
GTC’s filter khaini product Mykik has been well received by consumers, particularly for its taste. The product is receiving a strong response in several markets across the country.
It is witnessing good demand in Assam and the Northeast, as well as Gujarat and Karnataka. Preparations for its launch in Haryana and Punjab are also reportedly in the final stages.
A ₹20 pack of Mykik contains 24 sachets, while a box contains 15 packs. Its retail price is ₹230.
It is worth noting that Mykik is already being supplied to the Middle East. The product is from Nevla.
During the Tobacco Plus survey, market sources said that the company has built strong credibility in the market through Nevla over the past eight decades. Considering its strategy of entering the market with new products and the way it is expanding its portfolio, sources believe that the outlook for its filter khaini product also appears promising.