The India Pan Masala market refers to a growing segment of the country’s traditional mouth-freshening industry, composed of ingredients like areca nut (supari), slaked lime, catechu, and a range of natural and synthetic flavorings. Widely consumed across both rural and urban India, Pan Masala consumption in India has evolved from a cultural practice to a mainstream FMCG product category. From low-cost sachets to premium tin-packed variants, the market offers a wide spectrum catering to various income groups.
As per industry research by MarkNtel Advisors, the India Pan Masala Market size was valued at around USD 3.52 billion in 2024 and is projected to reach USD 4.26 billion by 2030. Along with this, the market is estimated to grow at a CAGR of around 3.23% during the forecast period, i.e., 2025-30, owing to factors such as increasing urbanization, changing consumer lifestyles, and the growing demand for flavored and tobacco-free products. The rise of non-tobacco Pan Masala and herbal alternatives in pan masala manufacturing has emerged as a key driver, especially among health-conscious users seeking safer oral consumables. These shifting preferences are directly contributing to the expansion of the FMCG Pan Masala segment in India.
In addition to product diversification, the surge in Pan Masala sales in India is also being supported by wide distribution networks, aggressive promotional strategies, and localized marketing campaigns. Prominent Pan Masala players are focusing on Pan Masala packaging trends, introducing innovative sachet and tin formats that enhance shelf visibility and consumer appeal. This shift, paired with festive promotions and celebrity endorsements, is enabling brands to expand their footprint even in Tier 2 and Tier 3 cities. Moreover, the export potential of Indian Pan Masala is gaining traction. With rising demand from the Middle East, Southeast Asia, and African countries, Pan Masala exports from India are expected to contribute notably to the sector’s revenue in the coming years.
Additionally, the presence of several top Pan Masala brands in India, such as DS Group (Rajnigandha), Manikchand, Kothari Products, and Godfrey Phillips, reflects the competitive yet opportunity-rich nature of the market. These companies are leveraging a mix of innovation, pricing strategies, and distribution depth to strengthen their hold in the ever-evolving Pan Masala industry in India.
Dharampal Satyapal Group (DS Group)
Establishment Year: 1929
Headquarters: Noida, Uttar Pradesh
Key Products: Rajnigandha Pan Masala, Catch Spices, Pulse Candy
DS Group holds a dominant position in the premium segment of the aromatic chewable market through its flagship brand Rajnigandha. The company focuses on heritage-driven branding, quality consistency, and a wide distribution network across metros and semi-urban regions. Leveraging high-profile endorsements and experiential marketing, DS Group is actively investing in retail visibility, flavor innovation, and packaging revamps. Its products align with evolving consumer expectations for sophistication and trust, helping the brand strengthen its foothold in the organized mouth-freshener segment.
Manikchand Group
Establishment Year: 1959
Headquarters: Pune, Maharashtra
Key Products: Manikchand Pan Masala, Oxyrich, RMD Gutkha
Manikchand has developed a stronghold in the flavored Pan Masala and gutkha segment by adopting a multi-brand, multi-price point strategy. Through mass-market targeting and regional advertising, the company ensures high product recall in rural and semi-urban India. Its robust logistics and focus on low-unit pricing make Manikchand a leader in the affordable Pan Masala market. The group is also emphasizing pan masala supply chain optimization and leveraging cross-category synergies to maintain market competitiveness.
Godfrey Phillips India Ltd.
Establishment Year: 1936
Headquarters: New Delhi, India
Key Products: Pan Vilas, Four Square Cigarettes
Godfrey Phillips India (a Modi Enterprises company) has successfully carved a niche in the premium herbal pan masala segment through Pan Vilas. The company’s strategy focuses on responsible marketing, premium ingredient sourcing, and strict regulatory compliance. By integrating Pan Masala retail analytics and customer behavior insights, Godfrey Phillips is building a future-ready portfolio that aligns with growing demand for natural, tobacco-free offerings. It also concentrates on expanding brand availability via organized retail and e-commerce, aiding its foothold in the evolving oral freshener category.
Pan Parag India Ltd.
Establishment Year: 1973
Headquarters: Kanpur, Uttar Pradesh
Key Products: Pan Parag Pan Masala, Pan Parag Mouth Fresheners
Pan Parag India Ltd. built one of the most recognized names in the Indian pan masala pouch market. The company continues to rely on nostalgic branding and legacy appeal while adapting to modern preferences for attractive sachet packaging and safer ingredients. With its wide rural outreach and affordability, Pan Parag benefits from extensive market penetration. The brand also collaborates with regional distributors to cater to state-specific tastes, making it highly adaptable to local consumer behavior.
Dharampal Premchand Ltd.
Establishment Year: 1929
Headquarters: New Delhi, India
Key Products: Tulsi Pan Masala, Baba Zarda
Dharampal Premchand Ltd. leverages its extensive legacy in traditional chewing products to maintain a loyal customer base. The company’s strategy is rooted in quality sourcing, hygienic processing, and ethical product labeling. Its Pan Masala portfolio caters to the herbal segment, emphasizing purity and consistency. The firm is also exploring alternative sales channels, including institutional and wholesale distribution, to improve accessibility and drive Pan Masala wholesale volumes across northern India.
Vimal Pan Masala Company
Establishment Year: 1990
Headquarters: Mumbai, Maharashtra
Key Products: Vimal Elaichi, Vimal Pan Masala
Vimal Pan Masala Company has positioned itself in the mid-premium flavored category, gaining strong traction among younger consumers. Its innovative blend of aromatic ingredients and use of celebrity-led advertising has elevated brand perception. The company is actively focusing on experiential promotions, expanding retail touchpoints, and increasing sachet visibility in convenience stores. With an emphasis on sensory appeal, the brand integrates modern marketing with traditional taste expectations to remain competitive in the evolving flavored chewable market.
Shikhar Group
Establishment Year: 1985
Headquarters: Ahmedabad, Gujarat
Key Products: Shikhar Pan Masala, Shikhar Gutkha
Shikhar Group’s strategy revolves around affordability and grassroots-level marketing. By targeting low-income and rural demographics, the company maintains strong Pan Masala penetration in Western and Central India. It emphasizes value-based packaging, distributor loyalty, and low-cost supply chains to reduce operational overhead. Shikhar also utilizes regional fairs, local influencers, and micro-retail points to reinforce its market position in the entry-level Pan Masala and gutkha segments.
KP Group
Establishment Year: 1995
Headquarters: Varanasi, Uttar Pradesh
Key Products: KP Pan Masala, KP Supari
KP Group adopts a community-based selling approach, tapping into the religious and cultural roots of the northern Indian market. With a focus on regional flavor profiles and eco-conscious packaging, KP Pan Masala aims to align with rising interest in culturally curated FMCG products. The company is integrating digital distribution models and refining its product formulations to meet demand from ethical consumers and diaspora markets, thereby strengthening its niche in value-driven pan masala manufacturing.
The India Pan Masala market is witnessing consistent growth fueled by regional demand, product innovation, and evolving consumer preferences. With both legacy brands and emerging players deploying targeted strategies, the industry is poised for sustained expansion, driven by premiumization, rural penetration, and rising interest in non-tobacco, flavored alternatives.
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