Godfrey Phillips venture the masala category

Godfrey Phillips India, entered the pan masala segment by launching Pan Vilas, a magnesium carbonate free chewing product. The company is targetting five per cent share of the premium pan masala market in the first year of its launch.

Nita Kapoor, executive vice president, marketing & corporate affairs, Godfrey Phillips India, said, "Pan Vilas has been developed on the pillars of research and development on the premium pan masala segment, with cutting-edge quality control processes and state-of-art manufacturing methods. This new entrant which is targeted at the discerning premium pan masala consumer, will make Godfrey Philips India the biggest player to penetrate into the pan masala category. It is India's first pan masala which is fully compliant with Prevention of Food Adulteration (PFA) rules. "

Currently, the Indian chewing industry is estimated to be Rs. 11,660 crores which consists of three categories, namely, pan masala, zarda and gutka. The premium chewing industry is Rs. 3075 crores out of which the premium pan masala market is estimated to be Rs. 1500 crores. 

Godfrey Phillips India is the second largest player in the Indian cigarette industry with an annual turnover of over Rs 2200 crores.