Vimal Dominates Across South and North Karnataka
Karnataka is considered a very important market for the pan masala industry. The market is mainly divided into two regions. South Karnataka includes Bengaluru, Mangaluru, Mysuru, Chitradurga, Shivamogga, Davanagere, Hassan, etc., while North Karnataka consists of districts like Bijapur, Gulbarga, Belgaum, Dharwad, Karwar, Hubli, and Raichur.
For any product to establish itself in both markets, a lot of patience and consistent effort are required. While one brand may perform strongly in one area, another brand may have better demand in a particular pocket.The capital city Bengaluru is considered a major hub for pan masala consumption. One important observation is that in big cities like Bengaluru, the ₹10 and ₹5 segments are more popular, whereas in smaller towns, rural areas, and semi-urban markets, the ₹5 segment dominates.
There is a slight difference in brand popularity between the two regions of Karnataka. However, in terms of overall sales, Vimal holds the number one position across Karnataka. The second position varies — some brands are stronger in North Karnataka, some in South Karnataka, and some in Central Karnataka.
For example, Star has a strong presence in North Karnataka, while Super and Sidhu have a good market in Central Karnataka.
From a sales perspective, Vimal’s multi-star promotional strategy has given it an advantage over other brands. Whether it is South Karnataka or North Karnataka, the pan-India brand Vimal has established a strong presence across the entire state.Vimal’s aggressive marketing strategy, celebrity-based advertising, bus advertisements, city hoardings, and strong promotional activities have helped it become the number one brand in Karnataka.
After the lockdown, Star declined from its earlier position. Earlier, it was among the second-highest selling brands, but after the new taxation system, Super has taken over that position.
Bengaluru Market: Kamla Pasand at Number Two
In the Bengaluru market, Kamla Pasand is currently the second-best-selling brand. The brand has been present in Karnataka for more than a decade.Shikhar and Shuddh Plus also have a decent position in the market. Star and Super continue to maintain strong presence in several districts.
Apart from these, Tansen, Paras, and Madhu also have their own consumer base. Rajnivas sales remain stable.Star and Super once dominated the Karnataka market, but currently Vimal is the leading brand.
Among the newer launches, Baba 120 and Director have created a strong impact. Especially, Director is receiving a very positive response.
Recently launched Firoza is also gaining momentum, with strong sales in the Belgaum district.During the market survey, industry sources told Tobacco Plus that Shikhar has created a strong base in Bengaluru and surrounding rural areas.
Most consumers of Kamla Pasand and Shikhar are migrants from Uttar Pradesh and Bihar. Vimal consumers are also showing good acceptance towards these brands.
The Tobacco Plus market survey indicates that Vimal is number one across Karnataka. For the second position, Star is stronger in some markets, while Super dominates in others.
Star’s Stronghold in North Karnataka
In North Karnataka, Star enjoys a special monopoly. Whenever a movie becomes a hit, a brand is often launched using its name. Examples include brands inspired by films like Lagaan and Kantara.
Meanwhile, Kamla Pasand has rapidly grown in Bengaluru and has created a strong position. Currently, it ranks second in terms of sales.Tansen has also established itself in some areas, followed by Shikhar. Compared to earlier years, Shikhar’s market has increased in Bengaluru and nearby rural areas.
Super also continues to perform well in Karnataka.
Premium Segment: Rajnigandha, RMD, Director, Signature & Baba 120
According to the Tobacco Plus survey, the premium segment in Karnataka continues to show strong potential.
Rajnigandha continues to perform strongly in the premium category and maintains its earlier position. In Bengaluru, it holds the number one position.The 4-gram Rajnigandha pouch sells strongly at ₹20 with Tulsi and ₹18 without Tulsi.
In the premium segment, RMD has extremely strong demand across Karnataka. RMD is selling at number one position across the state. Consumers who prefer RMD generally remain loyal to the brand and do not easily shift to other products.RMD has its own dedicated consumer base. It is available in two segments — ₹25 and ₹20 pair packs — and both are performing well across markets.
Director is performing very well in South Karnataka in the ₹10 category. Consumers are appreciating its quality and taste.
Signature is also doing well. The ₹5 pack with 2.5 grams is receiving a good response, while the ₹12 pack with 4 grams is also selling strongly.
Especially, Signature zipper packs are performing ahead of competing brands in South Karnataka.
In the ₹10 premium segment, Baba 120 is also doing well in North Karnataka, especially in Gulbarga and Bidar. In a short period, Baba 120 has received a positive response from consumers.The demand for Baba Group’s Navratan remains strong in Bengaluru across pouch, zipper, and tin packs.
Premium Market is the Future
Based on the feedback received during the Tobacco Plus survey, the future appears to belong to premium products.
Continuous efforts by company marketing teams and distributors are helping brands like Director and Baba 120 grow rapidly.Plain pan masala brand Pan Bahar is also performing well.
Pan Parag, which was once a dominant brand, has seen some decline compared to earlier years.In the zarda segment, Baba continues to dominate. The Tobacco Plus survey showed that Baba’s zarda products have a strong presence, with an estimated market share of around 80%.
Other zarda products available in Karnataka include 00 Tulsi, Ratna, Chetna, Baghban, and Gopal, along with several local brands.
Khaini Market: Chaini Leads the Filter Category
In the filter khaini market, Chaini has established a strong position.However, there is intense competition between Cool Lips and Chaini Khaini.In Bengaluru, Cool Lips is among the leading brands.
In ready-made khaini, brands like Miraj, Hans, Madhu, RR, Dhariwal, and Badshah have strong sales.In tobacco products consumed with lime, Swagat has a very good market presence.In some areas, Gaay Chhaap and Hans also have strong sales.
Hans is available in two variants No. 2 and No. 7.In regular khaini, Hathi Chhaap, Madhu Khaini, and Nevla are also performing well.
Madhu Khaini is especially preferred by consumers from North Karnataka and Bihar, while the Marwari community has developed a strong preference for Miraj.Another khaini brand, Rait Khaini, is also selling in some areas.
Afzal Dominates Hookah Flavour Market
In the hookah flavour segment, Afzal has created a one-sided dominance in Karnataka.Although several brands are present in the market, Afzal controls nearly 90% share of the hookah flavour market.
Sweet Supari, Mouth Freshener & Other FMCG Segments
The Karnataka market is not limited to pan masala and tobacco products. Sweet supari, mouth freshener, chutney, elaichi, and other related categories also have a strong presence.
Sweet Supari Segment
The sweet supari category has been growing steadily in Karnataka due to changing consumer preferences and demand for convenient products.
Among the established brands, RMD, Baba, Tulsi, Rajnigandha, and various regional brands have created their own consumer base.The premium sweet supari segment is gaining attention as consumers are increasingly looking for better quality, attractive packaging, and consistent taste.
Brands with strong distribution networks are benefiting because availability plays a major role in this category.
Mouth Freshener Market
The mouth freshener segment has witnessed significant expansion in Karnataka, especially in urban markets like Bengaluru.Consumers are moving towards products that offer a premium experience with better packaging and unique flavours.
Brands offering innovative flavours, zipper packs, and convenient packaging are receiving better acceptance among young consumers.The demand is particularly strong in offices, retail stores, restaurants, and modern trade outlets.
Chutney & Flavour Products
In the chutney segment, quality and taste consistency remain the biggest factors.Consumers generally prefer brands that maintain the same taste profile over a long period.
Traditional flavours like meetha, elaichi, rose, kesar, and kewra-based profiles continue to remain popular.Premium manufacturers are focusing on natural ingredients and improved flavour technology to create a longer-lasting consumer experience.
Karnataka Market Outlook
The Karnataka pan masala and allied product market is highly competitive and dynamic.
The market trend indicates that brands with the following strengths are likely to perform better:
- Strong distribution network
- Consistent product quality
- Attractive packaging
- Effective marketing strategy
- Faster supply chain response
Established brands like Vimal, RMD, Rajnigandha, Kamla Pasand, Shikhar, Star, Super, Signature, Director, and Baba 120 continue to compete aggressively.
At the same time, new brands are entering the market and trying to create space through pricing, schemes, and product innovation.
The Karnataka market clearly shows that consumer loyalty remains strong, but consumers are also ready to accept new products if they deliver better taste, quality, and availability.