The impact of Pan Masala, particularly gutka and paan masala, chewing tobacco products primarily used among South Asian immigrants in the U.S., is a growing concern. The absorption rate of nicotine in these products can cause significant health issues. On December 21, investigators raided the offices of the pan masala company Shikhar and Praveen Jain in Kanpur. Shikhar Pan Masala, from the house of the Shikhar Group, is a renowned brand in this field.
Marketing strategies of Pan Masala companies have evolved, with substantial budgets allocated for celebrity endorsements during major national events. Notably, a team from the director general of GST Intelligence raided the factory of SNK Pan Masala Group, leading to the arrests of owner Naveen Kurele and director Avinash Modi. The company offers a variety of products, including King Pack Vimal Pan Masala and Vimal Ghutka in various international versions.
In Assam, an activist petitioned the Gauhati high court in 2020, urging the state government to test pan masala samples for magnesium carbonate. The DS Group has been successful in the tobacco and pan masala industry, emphasizing quality, innovation, and excellence. These products, including assorted tobacco items and pan masala, are subject to the highest GST rate of 28% plus a ‘compensation cess’.
Pan Masala serves as a ready-made alternative to traditional Paan, used as a mouth freshener after meals. Ingredients like betel nut, catechu, lime, cardamom seeds, menthol, sandalwood, and added flavours are commonly found in these products. Rajnigandha, for example, contains additives like Sodium Saccharin, Sucralose, and Neotame. The industry, with over 80 years of experience, has seen the emergence of brands like Pan Parag, a non-tobacco Pan Masala, and Rajnigandha, known for its unique blend of ingredients.
The Pan Masala Row recently gained attention with a new advertisement featuring celebrities Ajay Devgn, Shah Rukh Khan, and Akshay Kumar. Over the years, various celebrities like Ranveer Singh, Hrithik Roshan, and Salman Khan have been associated with these brands. Rajnigandha’s blend of betelnut, catechu, lime, and cardamom seeds has made it a popular choice among professionals.
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