Rajnigandha Pan Masala, a well-known brand in the Indian market, recently introduced an inspiring ad campaign titled “Kuch Kar Aisa Duniya Banna Chahe Tere Jaisa”. This campaign aligns with the brand’s image as a choice for discerning taste connoisseurs. Pan Bahar, another major player in this industry, is not just a name but a cult brand with a significant following. The pan masala market in India includes key players like Dinesh Pouches Private Limited, DS Group, Manikchand Group, Pan Bahar Products Private Limited, Pan Parag India Limited, Red Rose Group of Companies, and Shikhar Group.
Pan Masala (ad) In 2021, the GST Council addressed tax issues in this sector, forming a Group of Ministers to revise the GST levy method on pan masala products. The Indian government has also been focusing on measures to curb GST evasion by pan masala and gutkha companies. Despite its popularity, the consumption of areca nut mixtures in products like paan and gutkha has led to a rise in oral submucous fibrosis (OSMF) among adolescents, a condition linked to these products.
Manufacturers often add sweet or savory flavors to pan masala, making it appealing to a wider audience, including women and young people. However, this has raised concerns about its health effects, as pan masala can be carcinogenic and may affect the oral cavity, liver, kidneys, and reproductive organs negatively. The Indian Supreme Court, in the case of Syed Hasan Syed Subhan MANU/SC/1021/2018: 2018 AIR (SC) 5348, emphasized the legal implications of non-compliance with prohibitory orders on the transportation and sale of gutkha and pan masala.
The cultural aspect of pan masala consumption is often glamorized in advertisements featuring movie stars and exotic locations, reflecting a luxurious lifestyle. This marketing strategy plays a significant role in its popularity. Pan masala is a blend of ingredients like betel nut, lime, catechu, and various flavoring agents, consumed by millions across India. Some of the ingredients used for a refreshing pan masala snack include dried dates, gulkand, fennel seeds, cardamom, and betel leaves.
Chewing products like gutka, pan masala, or tobacco significantly increases the risk of various cancers, including oral, cervix, prostate, lung, and throat. Despite the risks, the practice of chewing tobacco with pan or pan masala remains prevalent in the Indian subcontinent, distinct from the global smoking practices. This cultural habit underlines the need for continued awareness and regulatory measures to address the health impacts of these products.
