New Taxation Triggers a Shift in Brand Positions
Sharing its borders with West Bengal, Bihar, Chhattisgarh, and Odisha, Jharkhand is considered a highly promising market for pan masala. The market is primarily driven by the ₹5 price point. In the regular pan masala segment, Shikhar is the only brand selling at ₹10. According to information gathered by Tobacco Plus during its market survey, the implementation of the new taxation structure has triggered considerable upheaval in the market, with Kamla Pasand being among the worst affected brands.
Market experts told Tobacco Plus that the setback for the nationally popular Kamla Pasand brand is largely attributable to its price increase. Previously available at ₹5, Kamla Pasand now costs ₹6, while its masala pouch is priced at ₹4 and its zarda pouch at ₹2. Meanwhile, other competing brands have retained their existing prices and continue to be available at ₹5. The price increase has proved commercially disadvantageous for Kamla Pasand.
The company may have assumed that consumers accustomed to Kamla Pasand’s taste would continue buying it despite the higher price. However, this strategy appears to have failed. The decline in sales suggests that the company was unable to accurately gauge consumer preferences. Overall, Kamla Pasand’s sales have fallen considerably compared with earlier levels.
During its market survey, Tobacco Plus found a similar situation for Kamla Pasand across Jharkhand, including Jamshedpur, Ranchi, and Latehar. In Santhal Pargana, Shikhar ranks first in sales. Its price remains unchanged at ₹5, as the company has not revised its MRP. Similarly, Vimal, Shuddh Plus Silver, Rajniwaas, and several other brands have retained their existing prices.
At the state level, Kamla Pasand has consequently lost ground in terms of sales. Rajshree Gold ranks first, followed by Vimal in second place and Shuddh Plus Silver in third. Shikhar leads in Santhal Pargana, while Shuddh Plus Silver is the top-selling brand in Garhwa and Daltonganj.
Among newer brands, Tiranga Halchal was launched approximately a month ago but has failed to make a significant impact, receiving a lukewarm response from consumers. Another brand, Bajirao, is expected to launch around Dussehra, with preparations reportedly underway on a large scale.
Rajshree Gold, Vimal, and Shikhar Dominate the Regular Segment
Although Jharkhand has a large number of pan masala brands, Rajshree Gold, Vimal, and Shikhar are the leading products in the regular segment in terms of sales. Rajshree Gold holds the top position, followed by Vimal and Shikhar. Shuddh Plus Silver is also performing particularly well in certain areas.
Pan Parag also sells well in paired packs. Rajniwaas is available in the market as well, although it is primarily regarded as a service-oriented brand.
Following the introduction of the new taxation structure, Kamla Pasand’s MRP has increased to ₹6, affecting its sales significantly. A packet of Kamla Pasand contains 34 pouches. While Kamla Pasand has raised its price, regular brands such as Shikhar, Rajniwaas, Vimal, Shuddh Plus, and Madhu continue to be available at ₹5, with their MRPs unchanged.
Rajnigandha, Signature, and Director Lead the Premium Segment
In the premium pan masala segment, Rajnigandha has maintained its strong market position. However, Signature, the premium product from the Dilbagh Group, has registered rapid growth in the same category.
A 4-gram pouch of Rajnigandha is priced at ₹20, whereas Signature, when sold as a pair with zarda, offers the same quantity for ₹15. This price advantage has helped Signature gain considerable traction.
Market experts told Tobacco Plus that Signature has established itself in the 4-gram category through its ₹15 paired pack. With a ₹12 masala pouch and a ₹3 zarda pouch, the brand is steadily expanding its market. Its combination pack has gained acceptance among consumers seeking this quantity at the ₹15 price point.
Director operates in three price segments: ₹10, ₹15, and ₹20. Its ₹10 paired pack contains 2.4 grams, comprising an ₹8 masala pouch and a ₹2 zarda pouch. The ₹15 pack contains 3.8 grams of masala, while the ₹20 pack contains 8 grams.
The shortage of Signature during the transition to the new taxation structure appears to have benefited Director. Supplies of Director’s new stock remained strong across the state, allowing the brand to gain from the situation in both Jharkhand and neighbouring Bihar.
All three Director price segments are in demand, although the ₹10 pack is witnessing higher consumption. The product has received a particularly encouraging response in Jamshedpur.
Tulsi and Ratna in Zarda; Dilbahar and Dilkhush in Paan Chutney
According to market experts, Ratna has a significant presence in the zarda segment. Tulsi 00 is in demand among consumers, and its 50-gram tin pack also sells in the market. Several local zarda brands are available as well.
In the paan chutney category, Baba’s Dilbahar and Gopal’s Dilkhush are among the established names, alongside a number of other products. Dilbahar Chutney, however, records the highest sales in this segment.
Tinku and Ritik are sold in the sweet supari category, while Maharaja leads in the kimam segment. Maharaja is a Varanasi-based product. Baba’s Black Kimam is also in demand in the premium category.
As in neighbouring Bihar, loose, cut khaini consumed with lime sells in significant quantities in Jharkhand. In the pouch-packed segment, sales are largely limited to Dilkhush Khaini, a local brand from Ranchi.
In confectionery, Pearls records the highest sales. Baba’s Piccolo, Fantastic Paan, and Ras are also sold in the market. Fru Jelly, another product from Baba, is performing well.
Overall, Jharkhand’s pan masala and allied products market is witnessing changing brand positions following the new taxation structure. While the price increase has affected Kamla Pasand, established brands that have retained their ₹5 price point continue to compete strongly. In the premium segment, Signature’s growth and Director’s improved availability are reshaping competition, while regional preferences continue to influence demand across zarda, paan chutney, sweet supari, kimam, khaini, and confectionery categories.