Aiming to Capture a Larger Market with Rose Lachha, Shahi Khajoor, and Paan Magic
Rohan Jain, who has been associated with the pan masala trade in Kanpur, has entered the mouth freshener market under the Paan Plus brand following nearly 18–24 months of research and development (R&D). With the launch of Rose Lachha Supari, Shahi Khajoor, and Paan Magic, he is targeting a rapidly expanding market where brands are building their identities through distinctive flavours, affordable pricing, and product innovation.
Having developed an understanding of the intricacies of the pan masala business, Rohan Jain is now working on a strategy to establish a distinct identity in the mouth freshener segment. The three products introduced under the Paan Plus brand stand out for their individual flavour profiles, attractive price points, and marketing schemes designed to engage consumers. The company’s objective is not merely to introduce products to the market but to make them popular among consumers and establish Paan Plus as a strong brand.
In a conversation with Tobacco Plus, Rohan Jain explained that changing consumer preferences were a key factor behind his decision to enter the mouth freshener market. According to him, many young consumers today are choosing products such as mouth fresheners and sweet supari as alternatives to pan masala. Recognising this shift in demand and the opportunities available in the market, he decided to enter the segment.
Launch After 18–24 Months of R&D
All three Paan Plus products were launched in June. According to Rohan Jain, the company spent approximately 18–24 months on research and development before the launch, focusing on product quality, flavours, and consumer preferences. He describes the initial market response as encouraging. Based on the feedback received from consumers, the company continues to work on improving its products.
The Paan Plus product range includes Rose Lachha Supari, Shahi Khajoor, and Paan Magic. While Rose Lachha has been introduced with a traditional flavour profile and distinctive presentation, Shahi Khajoor and Paan Magic have been developed to cater to different consumer preferences. Paan Magic, in particular, has been introduced in a paan flavour. It incorporates dried paan to offer consumers a taste experience reminiscent of traditional paan.
According to Rohan Jain, the company has focused on using high-quality natural ingredients in its products. At the same time, R&D is being treated as an ongoing process to ensure that the products can be refined in line with evolving consumer preferences and market expectations.
Focus on Affordable Pricing and Distinctive Flavours
Paan Plus has placed affordable pricing at the centre of its initial market strategy. Rose Lachha Supari has an MRP of ₹10, while Shahi Khajoor and Paan Magic are available at ₹1 and ₹5 price points. Through this pricing structure, the company aims to reach consumers across different budget categories.
The brand’s marketing strategy also includes a celebrity association. Actor Rohitashv Gour, known for his role in the popular television sitcom Bhabiji Ghar Par Hain, has been appointed as the brand ambassador for Paan Plus. The company expects this association to help increase brand recognition and strengthen its reach among consumers.
Cash Coupon Scheme to Build Market Presence
For a new brand, the biggest challenge is not simply reaching consumers but also establishing a distribution network and securing shelf space at retail counters. Paan Plus has introduced an attractive promotional scheme to address this challenge.
According to Rohan Jain, every packet of Shahi Khajoor and Paan Magic contains a cash coupon worth between ₹10 and ₹50. The scheme is intended to encourage consumers to try the products and generate greater interest in the brand during its initial market-building phase.
In terms of packaging and sales, each packet of Rose Lachha Supari contains 18 pouches, with a stated retail price of ₹150. Each packet of Shahi Khajoor and Paan Magic also contains 18 pouches, with a stated retail price of ₹70. By combining pricing, pack sizes, and promotional offers, the company is seeking to establish a foothold in the market.
From Kanpur to the Northeast; New Markets in Focus
Paan Plus products are being sold in the Northeast in addition to Kanpur. According to Rohan Jain, the company is planning to expand its distribution network further in response to the feedback received from these markets.
West Bengal and Gujarat are the company’s key targets for the next phase of expansion. Following launches in these markets, the company plans to enter additional states. This strategy reflects Paan Plus’s ambition to move beyond regional markets and establish itself as a brand with a national presence.
From Regional Recognition to a Pan-India Brand
For a new brand in the mouth freshener market, the real challenge is to convert initial excitement into sustained demand. Product quality, flavour consistency, competitive pricing, strong distribution, and retailer engagement will all play important roles in achieving this objective.
Rohan Jain aims to develop Paan Plus into a pan-India brand. Having started with three products, the brand’s future growth will depend on how quickly it expands its availability in new markets and builds a strong identity among consumers.
Paan Plus’s strategy makes one thing clear: the company intends to do more than simply establish a presence in the mouth freshener segment. It aims to strengthen its position through product variety, affordable price points, and promotional activities. The focus now will be on how quickly this initiative, which began in Kanpur and the Northeast, expands into other markets across the country.