Singh Traders is regarded as one of the well-established and reputed counters in Kolkata. The firm is owned by Mr. Arun Kumar Singh. Known for its strong market network, Singh Traders operates with a large team of approximately 30–40 distributors. Its distribution network extends across South Bengal, covering key regions such as Siliguri, Raiganj, Balurghat, Malda, Bankura, Raniganj, Basirhat, Baruipur, Cooch Behar, Murshidabad, and Asansol.
At present, Singh Traders serves as the C&F (Carrying and Forwarding) agent for Chaman Bahar and also handles brands such as Shivdata, Lakshmi Chura, Amrit Surti, and Heera Panna. Since Mr. Arun Kumar Singh has been associated with the zarda and pan material trade for a long time, he possesses deep knowledge and practical understanding of the market dynamics.
He stated that in the sweet supari segment, Sweety and Radhika hold a strong position, while in the pan flavor material category, Chaman Bahar enjoys clear dominance. Chaman Bahar is witnessing rapid growth and currently holds the number one position across Bengal. Although Heera Panna has a presence in certain parts of North Bengal, Chaman Bahar continues to record sales even in those areas.
In a special interaction with Tobacco Plus, Mr. Singh revealed that a few years ago, sales of Chaman Bahar were significantly affected due to market disturbances. During that period, several new products entered the market, intensifying competition. However, after Ms. Richa took charge of operations, Chaman Bahar showed remarkable improvement and regained its momentum. Although it has not yet fully reached its pre-disturbance peak performance levels, it has successfully captured around 70–80 percent of its former market share.
Describing West Bengal and Odisha as some of the most favorable markets for pan masala, he emphasized that zarda consumption is particularly high in these regions. Currently, within a 50–70 km radius of Kolkata, Shivdata holds the number one position. However, when considering the entire state of Bengal, Gopal records higher overall sales.
Apart from these, Ratna 300 and Baba brands have their own distinct and loyal customer base. Speaking about the pan masala segment, Mr. Singh mentioned that Kolkata is primarily a ₹5 market, although the ₹10 segment is gradually gaining traction. In the pan masala category, Vimal ranks number one, followed by Shikhar in second place. After them come Bahar, Musafir, and Shanti. Shanti is slowly picking up in the market.
In the premium segment, Rajnigandha continues to maintain a strong market presence, although Signature is giving it tough competition. Navratan also enjoys a reasonably good market share; however, the company needs to pay more attention to strengthening its position further.