Combining a mix of spices like garlic, ginger, turmeric, garam masala, coriander, cumin, and cardamom creates a unique blend often used in various cuisines. However, in a different context, ingredients like lime, cinnamon, cardamom, and areca nut (betel nut) are key components of pan masala, a popular mouth freshener in India. Despite its widespread use, pan masala has been under scrutiny for its health impacts, including severe gingival ulceration caused by certain types like jarda, a lime-flavored tobacco.
Under the GST regime, pan masala is taxed at one of the highest slabs, indicating its classification as a luxury item. Various state governments in India, such as Rajasthan in 2019, have taken measures to regulate or ban specific types of pan masala containing harmful ingredients like magnesium carbonate. Renowned brands like Shikhar Pan Masala and Rajnigandha Pan Masala, part of India’s long-standing tradition of pan masala manufacturing, offer a range of products. Rajnigandha, for instance, is known for its premium blend of dates, betelnut, catechu herb extract, lime, and cardamom seeds.
Despite its cultural significance, the health implications of pan masala cannot be overlooked. Frequent consumption may lead to serious health issues, including oral cancer. The industry faces various regulatory challenges, including potential changes in GST levy based on manufacturing capacity. Moreover, the use of celebrities in advertisements, like the viral Pan Bahar ad, has brought additional attention to the industry, prompting actions such as Amitabh Bachchan sending a legal notice to Kamala Pasand for using his image without consent.
Overall, while pan masala is a deeply ingrained part of South Asian culture, its health risks and the evolving regulatory landscape present significant challenges for both consumers and manufacturers.
