Saurashtra Pan Masala Market 2026: Premium Brands Battle in Rajkot–Jamnagar; Rajnigandha Leads the Premium Segment, Vimal Dominates the Regular Category
Special Market Report | Tobacco Plus
The Saurashtra region of Gujarat, particularly Rajkot and Jamnagar, is among India’s most mature and competitive pan masala markets. Consumers here value not only price but also taste, quality, aroma, and brand credibility. As a result, no brand can survive on advertising alone; sustained success depends on superior product quality, regular supply, and a strong marketing network.
From a trade perspective, Rajkot and Jamnagar serve as the principal distribution hubs for the entire Saurashtra region. Products supplied from these cities are distributed across surrounding districts, making this market a key trendsetter for the region.
Rajnigandha Continues to Dominate the Premium Segment
In the premium category, DS Group’s Rajnigandha Pan Masala continues to be the undisputed market leader.
According to traders, the tax reforms introduced in February 2026 had little negative impact on Rajnigandha. On the contrary, the brand has recorded an estimated 20–25% increase in sales since the implementation of the new taxation system.
Demand for Rajnigandha Meetha and Rajnigandha Saffron has also grown steadily. Both variants have established a strong identity among young consumers and premium buyers.
Retailers attribute Rajnigandha’s continued success not only to its strong brand equity but also to its efficient distribution network, uninterrupted supply, consistent marketing efforts, and decades of consumer trust.
RMD Maintains Its Loyal Customer Base
RMD Pan Masala from Dhariwal Industries (₹10 MRP, 2-gram pack) has maintained a strong presence in the region for decades.
Market experts believe that RMD enjoys an exceptionally loyal customer base. High-income consumers and long-time users continue to prefer the brand for its distinctive taste and consistent quality. Despite growing competition, RMD has successfully retained its core consumers.
Nauratan Emerges as the Second Choice in the Premium Segment
Nauratan Pan Masala from Dharampal Premchand Ltd. (DPPCL) is steadily strengthening its position in terms of sales.
Many retailers stated that demand for Nauratan is so consistent that it requires little or no counter display customers ask for it by name. After Rajnigandha, Nauratan is now considered one of the strongest contenders in the premium pan masala category.
Baba-120, Signature and Director Strengthen Their Presence
Baba-120 is available at almost every paan shop and continues to register steady sales.
Signature has also significantly strengthened its market presence over the past year. Meanwhile, Director, which entered the region about a year ago, is gradually establishing itself through its cutting packs.
Market observers currently regard Nauratan, followed by Signature and Director, as the fastest-emerging premium brands after Rajnigandha.
Premium Market Competition Remains Intense
Saurashtra’s premium pan masala market is considered one of the most competitive in the country. Launching a new product alone is not enough to achieve success.
According to traders, every major company is currently investing heavily in three critical areas:
- Product quality
- Strong supply network
- Aggressive marketing
Market experts believe that any company failing to maintain this Quality + Supply + Marketing formula will gradually lose its competitive edge. However, they also feel it is too early to predict any major shift in market leadership.
Vimal Maintains Strong Leadership in the Regular Pan Masala Segment
In the regular pan masala category, Vimal continues to enjoy the strongest market position.
Retailers report that its twin-pack variants generate the highest sales. Rajshree occupies the second position, while Tansen ranks third. These three brands are regarded as the backbone of the regular pan masala market.
Other brands such as Mehak, Kamla Pasand, and Shikhar are also steadily strengthening their presence and recording healthy sales across several markets.
Baba Black Dominates the Sweet Supari Segment
In the sweet supari category, Baba Black Supari remains the market leader.
It is followed by Shivani and Nakhrali, both of which have established their own loyal customer base. However, Baba Black continues to maintain a clear lead in overall sales.
Jamnagar’s Paan Culture Is Unique in Gujarat
Among Saurashtra’s cities, Jamnagar stands out for its distinctive paan culture.
Many paan shops have evolved into modern paan parlours where families visit together. Besides paan, customers also enjoy a wide range of mouth fresheners, gulkand, ice cream, and refreshments.
The city’s vibrant commercial environment has made it one of the leading business centres of Saurashtra.
Baghban-138 Dominates the Zarda Market
In the zarda category, Baghban-138 clearly dominates the market.
According to traders, the product is primarily consumed with mawa, although it is also widely used in paan.
Its estimated market share in the region is around 70–75%, while Baba-120, Tulsi-00, and Ratna-300 together account for the remaining approximately 30%.
The relatively lower consumption of tobacco paan in the region is considered the primary reason for this market structure.
Growing Demand for Flavoured Paan Chutneys
Leading brands in the paan chutney segment include Dilbahar, Sadhna, Nauratan Dilkhush, Minakshi, and KTC.
Among flavoured chutneys, KTC Pineapple and KTC Khus are witnessing rapidly increasing demand.
Minakshi continues to be regarded as the evergreen brand in the region, while Baba’s chutneys are widely used by premium A-class paan parlours for preparing premium paan.
Kohinoor Remains the No. 1 Gulkand Brand
In the gulkand category, Kohinoor Gulkand continues to be the best-selling brand.
Its demand extends well beyond paan preparation, with increasing usage in ice creams, milkshakes, and various dairy products. This expanding application has further strengthened Kohinoor’s leadership in the category.
Varanasi Aashiq Strengthens Its Position
In the desi pan masala category, Varanasi Aashiq has made remarkable progress in the Saurashtra market over the past few years.
Demand for its large packs has increased significantly. According to traders, the brand is gradually building a loyal customer base owing to its taste, quality, and attractive packaging.
Its consistent supply and expanding market reach have also played an important role in accelerating sales and strengthening its position in the region.