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A Group report On Taste and
The tobacco industry
1). CHOKSI HEMAL 3006
2). DIYORA DIPAK S. 3007
3). DOBARIYA TUSHAR A. 3008
4). GAJJAR DHAVAL 3011
5). GAJJAR JAINISH 3012
6). JANI TEJAS 3016
7). JOSHI ARJUN U. 3017
8). MANGUKIYA NIKUNJ M. 3022
9). SHIYANI KAMLESH 3075
10). SATASIYA DILIP A. 3187
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"You can tell whether a man is clever by his answers. You can tell whether a man is wise
by his questions."
One of the recurrent themes in our report has been the importance of tobacco as a
beverage in the mind of customer. Apart from tobacco how different firms of tobacco are
attracting the consumers is also a focus area of our report. During the past few decades we
have lived in a culture that is the evidence of changing consumption pattern of tobacco and
growing verities of tobacco in Indian market.
We have chosen to prepare a report on Indian tobacco industry because of its importance
for a customer and for the Indian economy; we can never underscore how tobacco is a
important medium of foreign revenue for our nation. At first when we were putting down
our efforts we have no idea what we would have to say though our report but however we
put aside all doubts and began to examine the past of tobacco industry that how with the
passage of the time tobacco industry has grown and became a strength for our economy as
well the present scenario, and where the future lies of Indian tobacco industry.
Every industry has struggled to achieve its goals. Generation have given their best to make
life better for their off spring. There is nothing mysterious or hidden about it no
alternative to effort. And yet we failed to follow the winning trace. More than the
problems outside globalization recession, inflation, instability and so on- we are concerned
about the inertia that has gripped the tobacco industry psyche, the mindset of defeat. We
believe that when we believes in our goals that what we dream of can became reality
results will began to follow.
In the chapters of our report we have introduced with our work and extent of our
knowledge regarding different concept of marketing and business environment and how
we have linked the report with the practical issue of tobacco industry.
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As per laid down curriculum the Third Year of B.B.A. we are
assigned to make a report on teast and preferences of the people on tobacco
industry. We are thank you to each & every person for providing us and
supplying an adequate and defused information and their best support and
guidance for completion of our report.
We really appreciate the work and systematic efforts of our
professor Mr. Bhaumik Nayak and shilpa trivedi who are helped guided and
support us positively and enthusiastically in getting our work done.
1). CHOKSI HEMAL 3006
2). DIYORA DIPAK S. 3007
3). DOBARIYA TUSHAR A. 3008
4). GAJJAR DHAVAL 3011
5). GAJJAR JAINISH 3012
6). JANI TEJAS 3016
7). JOSHI ARJUN U. 3017
8). MANGUKIYA NIKUNJ M. 3022
9). SHIYANI KAMLESH 3075
10). SATASIYA DILIP A. 3187
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CH-NO:- NAME OF CHEPTER PAGE
********* TABLE OF CONTENT ********
1 RESEARCH METHODOLOGY 8
1.1 RESEARCH OBJECTIVE 9
1.2 RESEARCH DESIGN 10
1.3 RESEARCH APPROACH 11
1.4 RESEARCH SOURCES 12
1.5 CONTACT METHOD 12
1.6 RESEARCH INSTRUMENT 13
1.7 SAMPLING PLAN 14
1.8 ANALYSIS OF RESEARCH 16
1.9 LIMITATIONS 19
2 LITRETURE REVIEW 20
3 INTRODUCTION TO TOBACCO
3.1 HISTORY 23
3.2 HARMS OF TOBACCO 27
3.3 FORM OF TOBACCO 29
3.4 TOBACCO FARMING IN INDIA 33
3.5 PROCESS OF TOBACCO 34
3.6 IMPORT&EXPORT SENERIO 38
4 ANALYSIS OF TOBACCO INDUSTRY
4.1 SIZE AND STRUCTURE OF INDUSRY 43
4.2 MAJOR PLAYER AND MARKET SHARE 59
4.3 SWOT ANALYSIS 60
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4.4 PEST ANALYSIS 64
4.5 VALUE CHAIN OF TABACCO
4.6 FIVE FORCE ANALYSIS 76
5 ANALYSIS OF MARKETING MIX
5.1 PRODUCT 82
5.2 PRICE 90
5.3 PROMOTION 97
5.4 PLACE 101
6 ANALYSIS OF STP
6.1 SEGMENTATION 104
6.2 TARGETING 109
6.3 POSITIONING 110
7 ANALYSIS OF CONSUMER PRICE AND
SENSITIVITY AND BRAND PREFERANCES
WITH SPECIAL FOCUS ON VARIOUS FORM
8 Conclusion and findings 151
9 BIBLIOGRAPHY 153
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WHAT IS RESEARCH METHODOLOGY?
Methodology is defined as
1. "the analysis of the principles of methods, rules, and postulates employed
by a discipline";
2. "the systematic study of methods that are, can be, or have been applied
within a discipline"; or
3. "a particular procedure or set of procedures."
Research objective can be define as the purpose or motive behind the research
though which the researcher tries to conclude some of the major and minor
There are two types of objectives in research.
Primary and secondary objective.
(1) Primary objective:-
Our researcher‟s primary objective is to identify the consumers preferances and
consumption habit of tobacco.
(2) Secondary objective:-
To analyze the situation of tobacco market in india.
To understand competitive framework of Indian tobacco industry.
To analyze the marketing mix strategy adopted by various big tobacco
To understand the various internal and external factors affecting Indian
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(1.2) Research Design:-
Research design is also known as framework or blue print of the research.
There are three types of research design:-
(1) Exploratory Research Design:-
Exploratory Research Design means to find something new that help us to collect
preliminary information and research hypothesis consumption.
(2) Descriptive Research Design:-
Descriptive Research Design means to describe any situation or information in detail.
(3) Causal Research Design:-
Causal Research Design means to study the cause and effect relationship of the situation.
Here in the market research we have use Exploratory Research Design and Descriptive
We started with Exploratory Research for the following reason and ended with Descriptive
Research by explaining each topic in detail.
To know the position of major players in the field of note book and long book.
To know the consumer preferences on long book and note book .
To know the brand preferences for notebook and long book.
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1.3) DATA SOURCES: -
The source from which we get the information or data for research is known as Data
(1) Primary Data: -
“Primary data consists of the information which is freshly collected for the
specific purpose at hand.”
Newly / Freshly gathered information is known as primary data. For our
project sources for primary data are personal interview with the holder of
pan shop and parsons who consume the tobacco.
For getting the primary data we have visited the different pan shops like
Lalit pan shop
Pandit pan shop
New way pan shop
Jai ambe pan shop
And many more…..
(2) Secondary Data: -
“Secondary data consist of information that already exist somewhere and
having been collected for another purpose.”
The data which are already exist & which was gathered earlier for,
magazines any other purpose is known as secondary data, sources of
secondary data are websites, etc.
WWW. docstok. Com
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1.4) Research Approach:-
After deciding the data source we will get the information from our respondent
i.e. Consumers. Primary data can be collected in following five ways:
(1) Observational Research:-
Fresh data can be collected by observing the consumers when they shop or consume
the products. Important point can be noted down while analyzing the behavior of
(2) Survey Approach:-
It refers to face to face or direct communication with the respondents. In this pre-
decided questions are asked to respondents. It is the suited for descriptive research.
(3) Focused Group Approach:-
In this researcher select people who are potential to afford their products. The trained
moderator will ask the questions to the respondents and he will note the important
points regarding his preferences.
(4) Experimental Approach:-
In this approach two mutually exclusive groups are selected having similar
characteristics, keeping the same controllable factor and same variable in both groups
but providing them different treatment to observe the differences in their opinion.
Here we have used Survey Research Approach to know about consumer‟s beliefs,
preferences and satisfaction regarding the consumption with the help of survey
instrument known as Questionnaire.
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1.5) CONTACT METHODS:-
In this we decide the method through which we can contact the respondent to
get the information. Some of them are as follows:
It is a face to face communication with respondents. By this types of interview we can
get the reliable information and researcher is able to complete all the questions.
Explanation is given for the questions which are not understood by the respondents.
In this researcher ask questions to respondent on telephone. It is the best method for
gathering information quickly and is less costly also. But in this type of method
researcher can not get reliable, accurate and correct information.
A structure questionnaire is prepared and sends to the respondents. The respondent is
supposed to fill up the questionnaire and send it back to the researcher. This is very
(4) Online Interview:-
In this type of research we ask the questions to respondents online through chat or E-
mail. Large number of respondents can be covered and it is less costly.
For our research we have used PERSONAL INTERVIWE for getting reliable
information. We met consumer of various age group and income group to know
their consumption habit and preferences related to tobacco industry.
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(1.6). RESEARCH INSTRUMENTS:-
Basically there are mainly 3 types of Research Instruments. They are:
2) Qualitative measures,
3) Mechanical Devices.
In our research we have used questionnaire as a Research Instrument.
Types of Questionnaire:
(1) Structured Questionnaire:-
In these types of Questionnaire all the questions are pre decided formal and it is asked in a
(2) Unstructured Questionnaire:-
In this types of Questionnaire questions are ready but not asked in logical sequence.
Research can ask any question at any question at any time according to his wish as the
format is not pre decided.
Types of Questions:
Open ended questions :
It means where respondents is allowed to answer in his own way by using own words
and sentences. Here freedom is provided to respondents to answers.
Close ended questions :
It means where respondents are provided the options and is supposed to answer from those
alternatives only. Here freedom is not provided to respondent to answer.
For our report we have used STRUCTURED QUESTIONNAIRE that includes both of
open ended questions and close ended questions.
In close ended type of questions we have used Dichotomous Questions and multiple
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a. Sample Unit
b. Sample Size
c. Sample Procedure
“Sample is a segment of the population selected for research to represent the
population as a whole.” In our report the sample is consumers who are
consuming the tobacco in Ahmadabad.
Sample Unit: -
“Sample Unit means who is to be surveyed?
We have done the survey on Pan-parlor and the customers of tobacco
product& we met the consumer personally and we had find the reason
behind the consumption of tobacco.
Sample Size: -
“Sample Size means how many people should be surveyed?”
We have surveyed 200 people who are consuming tobacco in Ahmadabad.
And pan-parlor given below.
Lalit pan shop
Pandit pan shop
New way pan shop
Jai ambe pan shop
And many more…..
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Sampling Procedure: - “Sampling procedure means how should the
respondent be chosen.”
There are two types of sampling procedure.
On the Probability bases sample, where each element of population has
given equal chance of getting selected. In our report we are not going
survey according to the probability methods.
On the Non-Probability bases sample, where each element of population
has not given equal chance of getting selected. In our report we have done
survey according to the non-probability methods.
In Non Probability we have done the survey according to the
convenience. We surveyed the different kind of pan shop and we collect
the information which we can collect with the responds of the consumers.
In our research we used non probability sampling procedure by
convenience sampling as all the units of population do not get known and
equal chance to be selected as a samples.
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1.8) ANALYSIS OF RESEARCH:-
Analysis of our research is divided into 5 parts:
(5) Pie charts
A detail introduction of Stationery‟s aspects is as follows:
Screening involves collections of all necessary information through questionnaire and then
identifies the eligible questionnaires data useful for research. In this process we have
discriminated the correct questionnaire and conducted our analysis. On the basis of these
error free questionnaires we have conducted the further analysis.
In the second stage of our analysis we have marked 1 to 300 numbers on the
questionnaires. That means our sample size was 300 respondents. Each and every question
of questionnaire and the option of given in each question was also assigned a code
In this steps of our analysis the same method which we have applied at the time of coding
in the actual questionnaire. In the computer first of all we have entered 300 respondents as
R1, R2, R3, R4, R5….R300 and the questions 1 to 27 We use a single sheet for all the
single answers questions and for each multiple choice question we have used different
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In the tabulation stage we as researcher have used 2 types of tabulation:
(a) General Tabulation
(b) Cross Tabulation
(a) General Tabulation:
In general tabulation we have arranged the data in forms of table for every
question likewise type of numbers of respondent & income.
Income People Percentage
Less then 10000 75 37.5
10000-20000 65 32.5
20000-40000 47 23.5
Above 40000 13 6.5
(b) Cross Tabulation:
We have also tried to articulate the relation between entities.
Example:-age of the respondent and income group
AGE & INCOME GROUP
Less than 100 100-300 300-500 Above 500 Total
1-18 11 08 03 01 23
19-25 15 30 18 18 85
26-35 04 12 17 07 40
36-45 05 04 07 10 26
46-55 08 05 03 01 17
Above 55 01 04 02 02 09
Total 48 63 50 39 200
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We have also presented the information collected from our side in the form of pie
chart also so that a clear idea about the responses given by them can be obtained.
MONTHLY INCOME OF PEOPLE WHO CONSUME TOBACCO
LESS THAN 10000
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There are certain limitations to be faced while doing this researches.
It is the time consuming as it took nearly 6-7 months for data collection, primary
survey and analysis of it of 200 sample size.
It becomes more expensive due to primary survey done to know the preference
of consumers towards tobacco.
The Geographical area was limited to Ahmedabad only. There for result may be
restricted or limited.
(4) Professional Approach:
For the purpose of analysis we have not used any high technical software. So
problems and loopholes may be found.
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1) This article analyses consumption patterns, socio-economic distribution and
household choice of a variety of tobacco products across rural and urban India.
Using a multinomial logit model, we examine the choice behaviour of a household
in deciding whether and which tobacco products to consume. Household-level
data covering 120,309 households have been used for this. We find that most
forms of tobacco consumption are higher among socially disadvantaged and low-
income groups in the country. Variables such as education, sex ratio, alcohol and
pan consumption were found to be significant factors determining tobacco
consumption habits of Indian households. The effect of some of the factors on the
probability of consumption differs for certain types of tobacco products, increasing
some and decreasing others. Addictive goods such as alcohol and pan were found
to be complementary to tobacco consumption
2) The main objective of this paper is to analyze the pattern of tobacco consumption
and its health implications in India. We use various rounds of National Sample
Survey for this purpose. The paper finds that, though there is a reduction in
tobacco consumption in the form of bidi and cigarette in India as a whole, this
decrease is compensated for by an increase of pan consumption in rural India. It
has also been observed that the consumption of tobacco is more among the poor
in India and we argue that the consequent higher health care spending arising out
of tobacco related diseases leaves them economically worse off. Thus the paper
concludes that, apart from the economic gains that tobacco industry is generating,
tobacco use also imposes burden, especially on users, in the form of numerous
tobacco related diseases and high health care spending. This, coupled with the fact
that the investment on health by government is declining over the years, has the
potential to trap the poor in a vicious circle of poverty and ill health. Hence
government policy needs to be targeted towards an effective control of tobacco
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3. INTRODUCTION TO TOBACCO:-
3.1). HISTORY OF TOBACCO:-
Tobacco is deeply rooted in our history. Because the export of tobacco financed shipment of
essential goods from England, it became the lifeblood of the early settlers. Tobacco sales
continue to play a major role in the U.S. economy.
Approximately one-third of the total annual production is exported. Leaf and manufactured
product exports have grown since 1988 and now appear to be leveling off. Generally,
imported tobacco is a lower grade than domestic leaf. It is used in the manufacture of generic
cigarettes, which in 1992 were 30 percent of the market. American leaf is used in the brand
name production. Tobacco is the seventh largest cash crop of the 50 states. One acre
produces an average yield of $3,862. In comparison, corn, cotton, and peanuts yield $262,
$380, and $691 per acre, respectively. The five largest producing states of flue-cured tobacco
for 1992 are:
The tax on tobacco products is now the second largest revenue generated for the U.S.
Treasury, exceeded only by the excise tax collections from gasoline. Tobacco is the most
heavily taxed of any consumer product by percent of retail price. The taxes generated are not
only from excise, but from income, employment, property, and sales taxes.
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ECONOMIC HISTORY OF TOBACCO PRODUCTION:-
Tobacco occupies a prime place in the Indian economy on account of its considerable
contribution to the agricultural, industrial and export sectors. India is the second largest
producer of tobacco in the world. China and the USA rank first and third, respectively, in
terms of tobacco cultivation. Brazil, Turkey, Zimbabwe, Malawi, Italy and Greece are the
other major tobacco producing countries. Tobacco contributes substantially to the
economies of these countries. In 2000.2001, the contribution of tobacco to the Indian
economy was to the
Extent of Rs 81,820 million, which accounted for about 12% of the total excise collections.
Foreign exchange earnings during the same period were Rs 9030 million, accounting for 4%
of India‟s total agricultural exports. Endowed with
Favorable agro-climatic attributes such as fertile soil, rainfall and ample sunshine, India has
the potential of producing different varieties of tobacco with varied flavors.
. Tobacco cultivation has a history of about 8000 years.
. Europeans were introduced to tobacco when Columbus landed in America in 1492.
. Portuguese traders introduced tobacco in India during 1600. Tobacco became a valuable
Commodity in barter trade and its use spread rapidly.
. Tobacco‟s easy assimilation into the cultural rituals of many societies was facilitated by
The medicinal (and perhaps intoxicating) properties attributed to it.
. Tobacco smoking became a popular leisure activity in Europe during the early
. Introduced initially in India as a product to be smoked, tobacco gradually began to be
used in several other forms. Paan (betel quid) chewing became a widely prevalent form of
smokeless tobacco use.
. Although some Chinese and European systems of medicine supported the use of tobacco,
Ayurveda. the Indian system of medicine. never supported the use of tobacco as
. The ill effects of tobacco use on human health were recognized even in the sixteenth
century, which led to restrictions on its use even in earlier centuries.
. Tobacco thrived everywhere in the world despite social (and some religious) disapproval
The immediate and tangible benefits that accrue from tobacco cultivation, manufacture
and marketing act as incentives for farmers to grow tobacco and for the government to
encourage tobacco cultivation and manufacture. Tobacco has developed from a
commodity to which great importance and value were attached (because of its presumed
medicinal and evident intoxicant properties), and hence used for barter trade during the
sixteenth and seventeenth centuries, to a cash crop in subsequent periods.
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The following aspects of tobacco can help in understanding why it has developed as a
1. Tobacco has been contributing substantially to the total agricultural income.
2. It yields high net returns per unit of cultivation as compared to other crops.
3. It provides employment opportunities, both in agriculture and activities involved in
the manufacture of tobacco products.
4. It is a major foreign exchange earner.
5. It is an important source of revenue, which can be tapped relatively more easily than
many other commodities. In view of its special qualities, a levy on it does not cause
marked substitution effects and what the noted fiscal expert, Richard Musgrave
terms .the spite effects. Therefore, in practically every fiscal budget in India, the
finance minister proposes raising a levy on tobacco products and justifies it on the
ground that tobacco consumption is injurious to health.
6. There is considerable domestic and international demand for tobacco and its
products. The historical developments relating to the economic aspects of tobacco in
India can be studied in two periods: the colonial era before India became
independent in 1947 and the post- Independence period of national governance and
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Tobacco was initially grown in the Deccan region (South Central India), during 1605, and
later spread to other parts. The Virginia variety of tobacco was introduced in India in
Andhra Pradesh in 1920 by the British officers of the
Indian Leaf Tobacco Development Industry Sir Forbes Watson‟s Cultivation and
preparation of tobacco in India (1871), said to be one of the earliest publications on
tobacco, tells us more about Indian tobacco.
The earliest forms of cigarettes have been attested in Central America around the 9th
century in the form of reeds and smoking tubes. The Maya, and later the Aztecs, smoked
tobacco and various psychoactive drugs in religious rituals and frequently depicted priests
and deities smoking on pottery and temple engravings. The cigarette, and the cigar, was
the most common method of smoking in the Caribbean, Mexico and Central and South
America until recent times.
The South and Central American cigarette used various plant wrappers; when it was
brought back to Spain, maize wrappers were introduced, and by the seventeenth century,
fine paper. By 1830, the cigarette had crossed into France, where it received the name
cigarette; and in 1845, the French state tobacco monopoly began manufacturing them.
In the English-speaking world, the use of tobacco in cigarette form became increasingly
popular during and after the Crimean War, when British soldiers began emulating their
Ottoman Turkish comrades and Russian enemies. This was helped by the development of
tobaccos that are suitable for cigarette use, and by the development of the Egyptian
cigarette export industry.
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3.2).HARMS OF TOBACOO:-
I. MAGNITUDE OF THE PROBLEM
Each year in India an estimated total of 700,000-900,000 new cancers are diagnosed,
2001; Murthy et al., 1990; Yeller and Jussawalla, 1992). Nearly half of allcancers in men
occur at sites associated with tobacco use. These sites include: mouth (oral cavity),lip and
tongue,oropharynx, hypo pharynx, pharynx, esophagus, larynx, lung and urinary bladder.
In women, less than one fifth of cancers occur at these sites, ,predominantly in oesophagus
and oral cavity, but cancers of the cervix and breast constitutes over 40%of all cancers.
The lower proportion of tobacco related cancers (TRCs) among women is mostly
explained bythe fact that, tobacco use, especially smoking, is more common among men
than among women.The number of newly diagnosed TRCs each year in India has been
estimated at approximately 250,000(NCRP, 2001). In men, lung cancer is numerically
thehighest among all registered cancers in the sixpopulation-based registries (Bangalore,
Barshi,Bhopal, Chennai, Delhi and Mumbai), but when cancers at all oral sites are
combined - oral cavity,tongue and lip - oral cancer vies for first place withlung cancer.
Registry-wise, lung cancer and oral cancerjockey for first place in four registries, with
theexceptions of Bangalore, where oesophageal cancer ishighest, and the rural registry at
Barshi, whereoropharyngeal cancer is highest. In the otherregistries, oropharyngeal cancer
vies for third placealong with oesophageal cancers, followed by laryngealcancer, except in
Delhi, where laryngeal cancer takesthird place and cancers of the pharynx and of
theoesophagus follow in nearly equal proportions. Inwomen, oral cancer takes first place
among TRCs inall the Registries; it is closely followed by oesophagealcancer and then the
other TRCs follow in much smallerproportions. Cancers of the urinary bladder are
alsoconsidered among the tobacco related cancers by theNCRP (IARC, 1986) and they
form a small fraction ofthem in both men and women (NCRP, 2001).
II. EVIDENCE FOR CAUSATION BY TOBACCO
Epidemiological studies from around the worldhave provided sufficient evidence that the
smoking oftobacco as cigarettes and bidis causes cancer of the
respiratory tract and the upper digestive tract(International Agency for Research on Cancer
(IARC),1986). Similarly, smokeless tobacco including theforms most commonly used in
South Asia, has beendemonstrated to cause oral cancer and other head andneck cancers
(IARC, 1985). The risks of these cancersare substantially increased in tobacco users who
havea high-level consumption of alcohol (IARC 1986). Sinceevidence up to 1985 has been
extensively reviewed bythe IARC, in this paper largely post-1985 studies areincluded.
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III. ORAL CANCER
Since 1985, eight case-control studies on oralcancers conducted in India from places as
diverse asBangalore, Bhopal, Chennai, Mumbai and Trivandrum, have given fresh
evidence of the role oftobacco smoking and chewing in cancer causation. Fiveof these
studies reported significant estimated relative risks to current chewers of pan with tobacco
compared to non-chewers: in men, the relative risks varied from 1.8 to 5.8 and, the values
for women ranged from 30.4 for currentchewers to 42.4 ever chewers in the two studies
that included women. In three studies conducted in Trivandrum, male cases and controls
were stratified by habit for having ever been a regular pan-tobacco chewer compared
tothose who never had chewed or smoked, relative risks for oral cancer at different sub-
sites were reported at8.75, 6.1 and 14.3. All eight studies reported significant doseresponse
trends for frequency of pan-tobacco chewing per day, and six out of the eight studies
reported significant trends for duration as well. Retention of the quid overnight, analyzed
in one study, showed a36-fold risk. Use of tobacco with lime was identified as a risk factor
for oral and oropharyngeal cancers in a largehospital-based case-control study in Pakistan,
yieldingrelative risks of 10.4 for women and 13.7 for men, compared to those who neither
chewed nor smoked.
VII. LUNG CANCER
Studies on lung cancer from around the world have led to the conclusion that the
proportion of lung cancer attributable to smoking is of the order of 90%. In two case-
control studies of lung cancer in India, Bidi smokers had a relative risk of 5.8 and 11.6,
while cigarette smokers had values of 5.6 and 7.7. Smokers of more than 20 Bidi per day
had relative risks of 12.25 and 33.2 and smokers of more than 20 cigarettes daily, 5.8
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3.3). FORMS OF TOBACCO:-
Tobacco is consumed in two ways, either by smoking or chewing. While smoking the
following tobacco products are consumed: Cigarette, Cigar, Bidi (Hand rolled, leaf wrapped
country cigarettes) and to chew the products are: Raw tobacco, Supari (Arecanut), Gutkha,
Pan Parag etc.. Due to diverse climatic conditions every type of tobacco is grown in India.
Almost 90% of area is accounted for by Nicotine tobacem. And 10% by Nicotina Restica.
Only one third of the tobacco output in the country is Flue cured Virginia (FCV) variety,
suitable for cigarette manufacturing. There are seven major categories of tobacco, Viz. Flue
cured Virginia tobacco (FCV), Burley, Oriental, Bark flue cured, Sun cured, Light flue cured
cigar and Dark flue cured. Flue cured Virginia tobacco is mainly used for manufacture of
cigarettes. Light air cured tobacco is used in the manufacture of bidis. Unmanufactured
tobacco is also consumed in India, for chewing purpose
Also known as bright leaf is carefully force dried in barns using a clean heat source and
produces a golden colored leaf. It is the principle ingredient in cigarettes. North Carolina is
the leading grower of flue-cured tobacco, which is also grown in Virginia, South Carolina,
Georgia, Florida, and Alabama.
It is used in snuff, chewing tobacco, and strong cigars.
3). MARYLAND AIR-CURED :-
It is used in cigarettes and as cigar filler.
4). DARK AIR-CURED:-
It is used in chewing and smoking tobaccos, snuff, and as cigar filler.
5). CIGAR TYPES: FILLER, BINDER, AND WRAPPER:-
There are grown in the Northeast, Wisconsin, and Puerto Rico.
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It is noted for its pleasing aroma, is used sparingly in fancy smoking tobacco blends and is
grown in Louisiana in very limited quantities.
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TYPES OF TOBACCO:-
This occupies 30%.35% of the total area under tobacco cultivation and
Is grown in Gujarat, Karnataka and Maharashtra. Nearly 85% of the world‟s beedi tobacco
is grown in India. The average yield varies between 1000 and 1700 kg/hectare in
Karnataka and Gujarat, respectively.
It is grown in Andhra Pradesh and Karnataka. A small quantity of this tobacco is also
grown in Orissa (Rayagada) and Maharashtra (Gadchiroli). It is the most
remunerative crop due to the demand from domestic cigarette manufacturers and
importers. In 2000.2001, the average yield of FCV tobacco was 1710 kg/hectare. Fifty per
cent of the FCV grown in India is used by the domestic cigarette industry while the
remaining is exported.
This air-cured form of tobacco is used for cigarette blends and is grown in Andhra
(Nicotiana rustica variety) It is used for smoking and is grown in Uttar Pradesh, Bihar,
West Bengal and Orissa.
This is used for gutka, snuff and pipe tobacco. It is grown in Tamil Nadu, Uttar Pradesh,
Bihar, West Bengal and Orissa.
It is sun-cured and grown in Andhra Pradesh.
This type of tobacco is grown in West Bengal and Tamil Nadu.
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3.4). TOBACCO FARMING IN INDIA:-
Andhra Pradesh, Gujarat, Karnataka, Maharashtra, Bihar and Tamil Nadu are the major
tobacco producing states in India. Around 65% of India‟s production comes from Andhra
Pradesh (34%), Gujarat (22%) and Karnataka (11%). Tobacco is also grown in Orissa,
Uttar Pradesh and West Bengal, Andhra Pradesh, Gujarat, Karnataka and Uttar Pradesh
together account for over 90% of the total tobacco production in the country. Currently,
Indian tobacco is exported to more than 80 countries spread over all the continents.
Farmers who grow tobacco are different from other farmers in several ways. It is those
differences that make this audit guide useful. Due to the high value of tobacco, both per
acre and per pound and the level of Government regulation of the industry, special
problems and opportunities exist. A detailed paper trail is generated for legal sales of
tobacco, and complex schemes have developed to facilitate illegal sales. If you have not
read Chapter 1, you should consider going back and reading the parts on market structure,
Government regulation, and illegal schemes before you proceed. They would give you a
basic understanding of the market environment and how the farmer, dealer, warehouse,
and Government agencies interact.
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3.5) PROCESS OF TOBACCO:-
The harvest begins in January and extends for some weeks. The tobacco is picked by hand
in six passages, each of which takes about seven days. The harvest begins at ground level
and moves upward, removing only two or three leaves per passage. About 120 days pass
between the transplantation of the seedlings to the end of the harvest; during this time each
plant has be examined 170 times on average – an extremely labor-intensive affair.
The Corojo Harvest:-
The uppermost leaves of the plant, the “Semi Corona” and
“Corona” deliver the exceptionally aromatic and full-
bodied parts for cigar production. In “Centro” one finds the
most beautiful and finest of leaves with a balanced flavor.
The best leaf quality is found in the “Centro Fino”. The
aromatically less distinctive, lower leaves on the plant are
called the “Libre de Pie” and “Uno y Medio”; they display
especially fine burn characteristics.
The Criollo Harvest:-
The Criollo plant carries six or seven pairs of leaves, which are
divided into the classifications Ligero, Seco, Volado und
Capote. The younger leaves at the top which are exposed to sun,
have a stronger flavor and a higher nicotine content. The Seco
leaves from the center of the plant are somewhat milder. The
bottom leaves, exhibit the least flavor, as they are the oldest and
have had the most shade. They are primarily used as filler.
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The bundled leaves are brought into the drying sheds (Casas del Tabaco) to dry. These are
aligned on an East/ West so that the sun warms one end of the shed in the morning and the
other in the afternoon. Temperature and air humidity are carefully regulated by opening
and closing doors located at both ends. The tobacco leaves are attached in pairs by way of
needle and cord to wooden poles (Cujes or Poles), which are hung just above the ground.
During the drying process which takes about 50 days, they are gradually hung higher and
higher in the shed. The leaves first turn yellow and then through the oxidation process,
take on their famed golden brown colour.
THE FIRST FERMENTATION:-
The tobacco leaves are packed together into bundles (Gavillas) and then moved into the
fermentation house. Here they are stacked in piles (Pilones), reaching over three feet high.
If the temperature of the tobacco rises above 35°C, the piles are dismantled and allowed to
cool until they can again be heaped up. The first fermentation lasts about 30 days, within
which the leaves take on an even colour, resins are reduced, and ammonia and other
unwanted components are dissipated.
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DE-RIBBING AND SORTING:-
The tobacco leaves are moistened with water in order to avoid discoloration. Subsequently
the main ribs are removed. The leaves are then sorted, depending upon intended purpose,
colour, size and quality. The complete de-ribbing and final sorting in up to 50 different
categories takes place much later in the factory.
THE SECOND FERMENTATION:-
The leaves are again bundled together and stacked into meter-high piles (Burros). The
tobacco goes through a chemical change which positively influences its taste and flavour,
and allows any remaining foreign components to diminish. The second fermentation is
stronger than the first and lasts up to 60 days. The wrappers undergo the shortest
After resting for some days on ventilation racks, the tobacco is pressed into bundles called
“Tercios”, which are wrapped in palm bark or banana leaves. These bundles are delivered
to local collection points, which are under the control of the state monopoly habanos.
From this moment on, the Republic of Cuba assumes responsibility over the further
treatment of the tobacco. The Tercios are kept up to three years in depots – for some
formats even longer – until they are needed by the cigar factories. The taste and flavour of
the tobacco continues to improve during this storage period.
THE PREPARATION OF THE TOBACCO:-
The wrapper leaves are moistened so that they are supple and smooth; afterwards they are
hung up over night so that the humidity can distribute itself evenly along the leaf. The next
day “Despallidores” remove the central ribs by halving the tobacco leaf. Next the leaves
are sorted by the “Rezagadoras” into piles by size, colour and structure. The binder and
filler do not require humidifying. The various types of leaves have different ripening
intervals; the blending master attentively supervises the development of each sort.
Subsequently, the leaves go to the blending station, where under strict safety precautions
the blending process takes place. It is here that the carefully guarded secret recipes for
each Habanos are kept. The mixtures are handed out to the cigar rollers (Torcedores), the
amount of which is just enough for the production of 50 cigars.
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THE PRODUCTION OF CIGARS:-
At the heart of each factory is the “Galera”. It is here that the Torcedores create the
various sorts and formats. The only tools employed are a wooden table, a sharp blade
(Chaveta), a guillotine, a small pot of vegetable adhesive and – above all –skillful fingers.
Each Torcedor is able to daily roll about 120 cigars which perfectly keep to the prescribed
lengths and diameters. Samples of their work are regularly examined by quality testers,
and should the cigars not be found good, this is very serious affair for the Torcedor as they
are paid by the piece.
Directly from the work bench, the cigars are delivered to a climate-controlled room, the
“Escaparate”, which is equipped with high cedar wood shelves. For at least three weeks
and sometimes for several months, the finished cigars are stored here under ideal
conditions: The temperature lies between 16°C and 18°C and the relative humidity
between 65% to 70%.
COLOR DETERMINATION AND ATTACHMENT OF CIGAR BANDS
In order for a perfect presentation of the cigars, the Escogedor (color sorter) sorts them
into 65 different shades of color. A second Escogedor arranges the cigars into boxes so
that the color tones from dark to light are presented from left to right. He also chooses
which side of the cigar will be displayed when the box is opened at a later date. The
Escogedores belong to the best paid workers in the factory. The Anilladora (bander)
removes the cigars from the box in order to attach the bands. Under no circumstances may
she change the arrangement selected by the Escogedor nor the side of the cigar to be
displayed. The packed boxes are now secured with the guarantee seal of the Cuban
government. The crates are made of cedar so that the cigars can breathe and mature
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3.6). IMPORT AND EXPORT SENERIO:-
India‟s Tobacco exports are likely to touch Rs. 16,050 million towards the end of current
fiscal from Rs. about Rs. 15060.20 million in last fiscal as its growers are set to export
more than 60% of their produce in view of domestic tobacco‟s rising demand in countries
like Russia, Vietnam, U.K., Germany and Belgium.
The aforesaid estimates are made by the Associated Chambers of Commerce and Industry
of India (ASSOCHAM) on Prospects of Tobacco to Exports for Current Fiscal,
emphasising that domestic tobacco sector in the past few years has come out of ressession,
the impact of which would be favourable and amount to higher tobacco exports.
ASSOCHAM President, Mr. Venugopal N. Dhoot said,” export potential of India tobacco
could be much more provided Indian farmers are paid reasonably well for growing
tobacco crops proportionally as happens in leading tobacco growing countries such as
Brazil & Zimbabwe. Tobacco farmers, in country like Brazil are paid $ 1.8 per kg as
against $2 per kg in Zimbabwe. In India, the tobacco growing farmer‟s condition is poorer
as they are paid only 80-90 cent per kg. On top of it, Indian tobacco industry is highly
taxed particularly its cigarettes segment, in which the tax component is around 350% as
against 70% in Brazil & Zimbabwe, pointed out Mr. Dhoot.
Productivity is high in Zimbabwe at 3200Kg per hectare, whereas it is 1900 kg in Brazil
and around 2000Kg in India. However, tobacco leaves of Brazil and Zimbabwe contain
high nicotine and a sizeable unwanted external content. Indian tobacco, on the other hand,
contains negligible nicotine and other toxic matter and is famous for fascinating flavours.
The Chamber assessment also reveals that in 2005-06 tobacco exports in quantity were
1,65,882 tonnes and value terms the export realization was to the tune of Rs. 14047.20
Million. According to the figure available with ASSOCHAM during 2006-07, tobacco
exports in value terms comprised Rs. 15060.20 million. In volume their quantity was
estimated around 1,70,005 tonnes. This is despite that the tobacco industry had been
facing some recession on account of export pricing in the past, trends for which now
appear to be favourable. It is because of this that chamber has projected higher exports
value for tobacco products as well as their quantity.
Russia was the largest importer of Indian tobacco in 2005-06. It imported 27,513 tonnes of
tobacco (leaf and products) from India. It was followed by Belgium (15,411 tonnes),
Vietnam (7749 tonnes), the UK (7721 tonnes) and Germany (6354 tonnes). During 2006-
07, their imports respectively were Russia (27,950 tonnes), Belgium(15,800 tonnes),
Vietnam (7949 tonnes), the UK (7921 tonnes) and Germany (6524 tonnes)
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Among group the nations, West Europe, by importing 30 % (43,213 tonnes) of Indian
tobacco, was the largest importer. East Europe, which imported 40,167 tonnes (20%),
came in second. South Asia & South –East Asia bought 31,656 tonnes (22%),Africa
12,618 tonnes(9%), West Asia 7917 tonnes (6%), North and South Americas 4192 tonnes
(3%) and Australia 2244 tonnes (2%) in 2005-06.
In India, about 6 million farmers are engaged in cultivation of tobacco and about 36
million people are dependent on the tobacco industry, either directly or indirectly. Hookah
tobacco paste 879 Kg led the exports of tobacco products followed by cigarettes 1011 Kg.
Of the total exports of tobacco items form the country, unmanufactured tobacco accounts
for 80% to 85% and the manufactured tobacco products account for 20% to 25%. Of the
unmanufactured tobacco exports Flue Cured Virginia (FCV) tobacco is the single largest
item accounting for 75% to 80% of the tobacco exports. The other varieties exported are
Burley, HDBRG, Natu, DWFC, Top leaf and Jutty – all are cigarette tobaccos. Non-
cigarette tobaccos exported are Lalchopadia, Judi, Rustica for chewing purposes and bidi
tobacco in small quantities. The export of non-cigarette tobaccos is at levels of 8-10%.
Contrary to international trend, India‟s tobacco production is dominated by non-cigarette
FCV tobacco is the major export variety, as it constitutes about 70% of the total
unmanufactured tobacco exports. The FCV tobacco is grown principally in Andhra
Pradesh (70 per cent), Karnataka (29 per cent) and Maharashtra and Orissa (below one per
cent). Andhra Pradesh and Karnataka are the two main FCV tobacco-growing regions.
Currently the situation in the global tobacco market is transforming into a favourable
market environment for tobacco exports due to several reasons. Brazilian export prices
have almost leveled the most expensive American tobacco prices. Zimbabwean farm
prices have also seen higher the Brazilian prices. Increasing cost of production and the
significant amount of export cesses imposed on tobacco exports by the Governments of
Zimbabwe and Malawi recently made their tobaccos further expensive.
The newly opened East European and CIS markets are not in a position either to absorb
high cost tobaccos or cigarettes made with high conversion cost. Phasing out of farm
subsidies by European Union will further enhance price competitiveness of Indian
tobacco. Under these circumstances, India can become a major player in the Indian
tobacco market if it can harness the emerging opportunities and enhances its exports to the
major import markets.
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The advantages for Indian tobacco are a low unit production cost; average export prices of
Indian FCV tobacco are more competitive than that of Brazil, USA, Zimbabwe; low
conversion costs of tobacco into cigarettes in Indian compared to in UK and in USA; low
to medium nicotines to suit the current requirement of world markets; anticipated decline
in production in China, USA, Zimbabwe, EU in the next five years due to declining
consumption in USA & EU, government controls to restrict production in China, phasing
out of Agri subsidies by EU and Land invasions & Land acquisition in Zimbabwe i.e.
change of tobacco farms from White farmers to Native farmer; and phasing out of
Agricultural subsidies in European Union and Argentina; etc.
ASSOCHAM has suggested several measures needs to improve the quality and yield of
tobacco through improved package of practices at the farm level, improved curing and
grading facilities, transfer of technology to the farmers and image promotion abroad. Rich
and varied Indian geographic and agro-climatic conditions foster consistent availability of
wide range of tobaccos for export all through the year. Indian tobacco, by virtue of its
qualities, sheer volumes and diversity, is progressing gracefully to occupy its rightful
place in the world tobacco market.
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4.1). Tobacco industry in India
India is the second largest producer of tobacco in the world after China. It produced 572 m
kgs of tobacco in FY03. However, India holds a meager 0.7% share of the US$ 30 bn
global trade in tobacco, with cigarettes accounting for 85% of the country's total tobacco
Despite being the second largest producer, India is only the ninth largest exporter of
tobacco and tobacco products in the world. Out of the total tobacco produced in India,
only one-third is flue-cured tobacco suitable for cigarette manufacturing. Most of the
tobacco produce is suitable for the manufacture of chewing tobacco, bidis and other cheap
tobacco products, which have no demand outside the country. In India, three major
cigarette players dominate the market, primarily ITC with 72% market share, Godfrey
Phillips with 12% and VST with 8% share of the market.
Chewing tobacco has been a tradition in India for centuries. Of the total amount of tobacco
produced in the country, around 48% is in the form of chewing tobacco, 38% as bidis, and
only 14% as cigarettes. Thus, bidis, snuff and chewing tobacco (such as gutka, khaini and
zarda) form the bulk (86%) of India's total tobacco production. In the rest of the world,
production of cigarettes is 90% of total production of tobacco related products.
The per capita consumption of cigarettes in India is merely a tenth of the world average.
This unique tobacco consumption pattern is a combination of tradition and more
importantly the tax imposed on cigarettes over the last 2 decades. Cigarette smokers pay
almost 85% of the total tax revenues generated from tobacco. The tobacco industry is one
of the most profitable industries in the world. Tobacco companies use their enormous
wealth and influence both locally and globally to market their deadly products. Even as
advocacy groups and policy makers work to combat the tobacco industry‟s influence, new
and manipulative tactics are used by tobacco companies and their allies to circumvent
tobacco control efforts. It is important for tobacco control advocates to know which
companies are present in their country, how and where they operate, the types and
quantity of products sold, and marketing tactics used to sell tobacco products.
It is important to note that the tobacco companies typically report market data annually at
least several months after the end of the fiscal year. By its nature, annual market data
reported by analysts and tobacco companies are one or two years old. It is also important
to note that information about the tobacco industry in India is not always readily available.
This is particularly true for the loosely regulated bidi and smokeless sectors.
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In India, the tobacco industry is divided into three distinct and powerful sectors: bidis
(smoking products hand-rolled in tendu leaves), smokeless tobacco (mainly chewing
tobacco) and cigarettes. Bidis are the most popular tobacco products consumed in India-
48% of the market. Smokeless tobacco makes up 38% and cigarettes only 14% of the
market.4 Some aspect of the tobacco industry,whether it be tobacco farming,
manufacturing, or distribution, is present in every Indian state, making tobacco control a
truly national effort. This report, like the tobacco industry in India, has sections on each of
the tobacco sectors as well as examples of tobacco promotion, sponsorship and corporate
social responsibility efforts designed to increase consumption and industry profits.
2. The Bidi Industry
Bidis are slim hand-rolled, unfiltered cigarettes that are rolled in brown tendu or temburni
leaves and held together by a string. The product is often flavoured, and in general bidis
are stronger tasting than regular cigarettes. Bidis are cheaper than cigarettes which makes
them very popular in rural areas and among the poor.5-6 While bidis are the number one
tobacco product used in India, very little is actually known about the organization of the
bidi industry. Bidi production is fragmented and because most brands are hand-rolled in
individual homes on a small scale, the bidi industry is considered to be a cottage industry.5
• In 1995 the Ministry of Statistics and Programme Implementation estimated there were
over 6,600 bidi manufacturers in India, compared to 40 cigarette factories and 55
smokeless tobacco factories.4 While recent numbers are not available, it is still clear that
bidi manufacturers greatly outnumber other types of product manufacturers.
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industry is divided into two different sectors: organized and unorganized. The organized
sector is factory based and production is increasingly mechanized; and the unorganized
sector is made up of home-based production and small cooperatives.5 Most production
and hand-rolling is done at home by women and children.5
• Tobacco industry analyst, Euromonitor International, estimates that 20% of bidis are
produced in the organized sector and 80% in the unorganized sector.7
• Even organized factories tend to outsource production to individual homes.5
Because the bidi industry is fragmented there are no specific figures on how many bidis
are sold or produced. It is estimated that 750 billion to 1.2 trillion sticks are produced
• According to Euromonitor International, the bidi industry in India is worth Rs200 billion
($4.1 billion USD).8
• Bidis are much cheaper than cigarettes and smokeless tobacco products due mainly to
unequal levels of taxation on the different products. Bidis cost between Rs2.50-5.00 for 25
sticks (less than one Rs per stick)9 whereas the leading brand of gukta costs Rs3-4 per
unit.10 The leading brand of cigarettes costs Rs 80-88 for 20 sticks (Rs4-4.4 per stick).11
• In 2009, Euromonitor reported that bidi volume sales were down 5% from the previous
year because of a ban on smoking in public places.9
Despite being fragmented, the bidi industry still has a powerful voice in Indian politics
which keeps taxes on bidi products low and regulations lax. The major lobbying
organization for bidis is the All India Bidi Federation which represents the entire bidi
industry.12 Other organizations that lobby nationally and regionally for the bidi industry
All India Beedi, Cigar & Tobacco Workers Federation (New Delhi)
Karnataka State Beedi Workers‟ Federation
S.K.Beedi Workers Federation
Karnataka Beedi Industry Association
Mumbai Beedi Workers Union (Maharashtra)
All Bengali Beedi Workers‟ and Employees Federation (Calcutta)
According to Euromonitor International, no single bidi company or brand has more than a
5% market claim.8
• Large bidi producers have their own territory (state or district) where they dominate the
market with little competition from other bidi companies.6
• There are a few regional players that sell their bidi brands in more than one state or
district, including Ganesh Beedi Works, Kajah Beedi Co and Bharat Bidi Works.9
• There is no national bidi brand and at one time it was estimated that there were over 300
different brands across India. Some notable brands include:
o 502 Pataka produced by Pataka Biri Manufacturing
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o 501 Ganesh produced by Magalore Ganesh Beedi Works
o Top regional brands such as Dinesh in South India, Taj in North India, and Howrah in
East and Northeast India.
• While bidi production is concentrated in the west and south of India,9 it has also been
estimated that each state has around 200 bidi manufactures.
The Smokeless Industry
Popular among rural and urban consumer, smokeless tobacco is also much more popular
among woman than smoking.16 The smokeless industry in India is highly fragmented -
some products are commercially
manufactured but many are made in the home and sold locally.17 Smokeless tobacco
products in India include khaini, gutka, mawa, gudhaku, and zarda.
Type of Smokeless Tobacco Description
Khaini/ Kharra Mixture of sun-dried tobacco and
Gutka (Gutkha) A dry mixture of crushed areca
nut, tobacco, catechu (spices),
lime, aromas and flavourings as
well as other additives.
Pan Masala General term for areca nut
product. Does not usually contain
tobacco and is often confused
Mawa Uses shavings of areca nut,
tobacco and lime.
Gudhaku A paste made of tobacco and
Zarda Raw tobacco that is scented using
spices such as saffron.
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In a recent Global Adult Tobacco Survey, it was reported that khaini is the most
commonly used tobacco product in India, followed by gutka. However, according to
Euromonitor International, Gutka is the most popular form of chewing tobacco sold in
India and is estimated to account for approximately 80% of chewing tobacco total volume
sales. This discrepancy is mainly a difference between actual prevalence of use and what
Euromonitor International is able to measure in terms of volume. More people in India
report using khaini, but gutka companies such as Dharwal Industries are larger and more
organized and therefore more likely to report product sales.22 In general, smokeless
tobacco products are very cheap and are sold in single use packets for Rs1-3 (less than one
cent US). Unbranded smokeless products, including unbranded khaini,, are common,
keeping the products cheap and unregulated.
Smokeless Tobacco Company Shares ‐ Retail Volume (%)
2001 2002 2003 2004 2005 2006 2007 2008 2009
11.5 11.8 11.8 12 12 12.3 12.3 12.5 12.5
7.8 8.2 8.8 9.3 9.5 8.8 7.8 7 7.2
3.7 3.8 4.3 4.2 4 4.7 5 5.5 6
2.3 2.5 2.5 2.8 2.8 3 3 3.2 3.5
4.5 4.5 4.2 4.3 4.3 4 3.5 2.8 2
Others 70.2 69.2 68.4 67.4 67.4 67.2 68.4 69 68.8
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In India, retail volume sales of smokeless tobacco products increased by 82% between
1999 and 2009. After a 2008 smoking ban and tax increase on unfiltered cigarettes,
chewing tobacco sales increased by 6.5% as low-income smokers switched to cheaper
The smokeless tobacco industry in India is controlled by a few large national companies
and many different regional players. The top five companies account for 31% of sales, the
rest is controlled by regional players that often only operate in one district in a state. In
general, Indian smokeless tobacco users prefer to buy locally.
companies and Popular Brands The smokeless tobacco industry in India is
controlled by a few large national companies and many different regional players.22 The
top five comp account for 31% of sales, the rest is controlled by regional players that often
only operate in one district in a state. In general, Indian smokeless tobacco users prefer to
Market Share of Top India Smokeless Brands ‐ Retail
RMD Gutkha Dhariwal
Dilbagh Som Sugandh
Pan Parag Kothari
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Most smokeless tobacco companies in India just produce one brand. Different flavour
varieties and packaging sizes are sold under the one brand name. The brand name is also
often used to sell a non-tobacco pan masala product. Uniting a tobacco product and non-
tobacco product under one name is a clever marketing technique, as India has an
advertising ban in place that prevents the direct advertising of tobacco products. Tobacco
products that are packaged identically to pan masala benefit from the association made
between the two products.
Market leading brand RMD
Hot Pan Masala and Khaini with the same packaging
Dhariwal Industries- As one of the oldest smokeless tobacco companies in India, it is
also currently the market leader.22 The company is part of the Manikchand Group which
also has interests in packaging, bottled water, power and real estate among other things.24
Dhariwal Industries manufactures its products in Vadodara, Pune and Bangalore.
• Dhariwal Industries produces gutka under the brand name RMD which is the number one
seller in India. The company also uses the RMD name for pan masala.
Dharampal Satyapal The second largest smokeless tobacco company in India.22
Dharampal Satyapal is part of the DS Group which also has interests in food and
beverages, packaging, hospitality and hospitality industries, among others. The DS Group
manufactures tobacco products in Agartala, Tripura.
• Produces two smokeless tobacco brands- Tulsi (gutka) and Baba (zarda). Also produces
pan masala under the Baba name.26
December 2010 Campaign for Tobacco-Free Kids
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Som Sugandh Industries- Also known as the Dilbagh group, the company is the third
largest smokeless tobacco company in India.
• The Dilbagh Group is based in New Delhi.
• The company produces three smokeless tobacco products- the second most popular
Dilbagh brand (gutka), Talab (gutka) and Hot (khaini). All three brands are also used to
sell pan masala.
o Talab Gutkha in particular is packaged “in attractive sachets” making it a “hot favourite
among youth across all income groups.”
Kothari Products- Also known as Pan Parag India, and was established in 1973.
• Most visible product is the Pan Parag brand which is used to sell gutka bu whose main
product is pan masala.
4. The Cigarette Industry
Cigarette consumption makes up a small portion of the tobacco market in India, only 14%
of tobacco products sold are cigarettes.4 Retail volume sales have decreased by 9% in the
last ten years from 99.6 billion sticks in 1999 to 90.3 billion sticks in 2009.11 Recent
declines in cigarette volumes are mainly due to a 2008 increase in the tax on unfiltered
cigarettes. The tax increase has also led to many unfiltered brands being removed from the
market.30-31 ITC Ltd stopped unfiltered cigarette production entirely and some
companies have launched filter versions of their most popular unfiltered brands to
maintain their customers.
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Historic India Cigarette Market Size- Retail Volume (billion sticks)
Despite recent declines in sales, it is expected that cigarette use will increase
overtime as disposable incomes increase in India.33 Euromonitor International
predicted in 2008 that if the smokers who currently smoke bidis switched to
factory made cigarettes, then India‟s cigarette consumption would increase to
around 640 billion sticks. This increase would make India the second largest
volume cigarette consumer in the world behind China.
Cigarette Company Shares ‐ Retail Volume (%)
2001 2002 2003 2004 2005 2006 2007 2008 2009
ITC Group 63.9 65.3 66 66.1 67.5 67.8 67.9 71.8 72.9
9.8 10.7 10.9 11.9 11.1 11.5 11.9 12.9 13.8
12.2 10 9.4 8.9 8.7 8.4 8.5 8.5 8.7
‐ ‐ ‐ ‐ ‐ ‐ ‐ 3.6 1.5
9.9 9.7 9.4 9.4 9.2 9 8.6 ‐ ‐
‐ ‐ ‐ ‐ ‐ ‐ 1.3 1.4 1.3
2 2 2 1.5 1.4 1.3 ‐ ‐ ‐
Others 2.3 2.4 2.2 2.2 2.2 1.9 1.8 1.9 1.7
Total 100 100 100 100 100 100 100 100 100
ITC Group- ITC was established in 1910 under the name Imperial Tobacco
Company of India. The company changed its name to ITC in 2001 to reflect its
diverse interest in products outside of tobacco.36
• ITC is the leading cigarette manufacturer in India with 73% of the market in
2009. Since 2001, ITC has steadily increased its market share in India and has
increased cigarette production by 15% from 57.1 billion sticks in 2001 to 65.8
billion sticks in 2009.
1999 2000 2001 2002 2003 200
2005 2006 200
99.6 98.7 89.3 91.9 94.5 96.5 100 101.1 99.8 91.2 90.3
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• Reportedly, the Indian government has a stake in ITC.37-39 While ITC claims
that the state does not have any direct shares, the company does report that a
large number of ITC shares are held by financial institutions which are majority
state owned such as the Life Assurance Corporation of India and Unit Trust of
• The TTC British American Tobacco (BAT) has also has a 32% share.41
• ITC generated RS 262.6 billion ($US 28.9 million) in revenue in 2009 through
its interest in cigarettes, hotels, cosmetics and toiletries, packaged food, apparel,
paperboards and packaging, and agriculture.
o ITC‟s cigarette industry contributed to 66% of the company‟s total revenue
for the fiscal year ending March 2010.
• ITC has five cigarette factories in Bangalore, Kolkata, Munger, Ranjangaon,
• In addition to its operations in India, ITC also has cigarette subsidiary Surya
Nepal, which is a joint venture with British American Tobacco.
Godfrey Phillips India- Established in India in 1936 as an import company for
Godfrey Phillips, UK. The company has since established itself as a major local
manufacture of cigarettes in India.
• Godfrey Phillips is the second largest cigarette company in India with 14% of
the market. Since 2001, the company has seen continuous growth in market
share and has increased its cigarette production by 43% from 8.7 billion sticks
in 2001 to 12.5 billion sticks in 2009.
• Godfrey Phillips India has two major stake holders - the KK Modi Group, an
industrial conglomerate based in Mumbai, and the international tobacco
company Philip Morris International (PMI) which together hold a total of 71%
of the company.43 In May 2009, KK Modi acquired an additional 10.8% stake
in Godfrey Phillips from PMI, bringing its total share to 47% and PMI‟s to
• Godfrey Phillips India has a leaf division that provided tobacco leaf for
production in- country and for export. The company also sells tea.
o The cigarette segment accounted for 92% of Godfrey Phillips India revenue
for the financial year ending March 2010.
Ghaziabad (near Delhi) and Andheri (near Mumbai). Currently, a new factory is
being built in Rabale.
o The company has a strong presence in North and West India, and in an
attempt to increase the company‟s reach in India, Godfrey Phillips is
aggressively expanding distribution into the states of Tamil Nadu and Orissa.
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VST Industries- Established in 1930. Before the company changed its name to
VST Industries in 1984, it was known as the Vazir Sultan Tobacco Co.46
• VST Industries is the third largest cigarette company in India with 9% of the
market. Between 2001 and 2009 the company lost market positioning and saw a
28% decrease in volume sales.
o Since 2008, declines in growth have reversed. VST Industries reported a 4.5%
increase in volume production for the fiscal year ending in March 2010, as well
as record profits.
• VST Industries is an affiliate of BAT, which holds a 32% stake in the
• The company sells economy priced cigarettes, and has a strong presence in
o Besides cigarettes, VST Industries also sells unmanufactured and cut tobacco
VST Industries has a manufacturing facility located in Andhar Pradesh.
Golden Tobacco- Established in India in 1930 as the first wholly-owned Indian
tobacco company in the country.49 Formally known as GTC Industries,
renamed Golden Tobacco after demerging from its retail business in 2008.50
• Golden Tobacco is the fourth largest cigarette company in India with 1% of
the market. In 2001, the company controlled 10% of the cigarette market but
saw a dramatic decline in market share and production in 2008 after the tax
increase on unfiltered cigarettes.11
• In 1979, the company was acquired by Dalmia Group which also has interests
in telecommunications, chemicals, and textiles. The Dalmia group holds a 36%
share of the company.49
• The company has two major production facilities in Mumbai and Baroda.
Market Share of Top Ten India Cigarette Brands ‐ Retail Volume (%)
Brand Company name 2009
Gold Flake ITC Group 31.2
Wills ITC Group 18.2
Scissors ITC Group 8.4
Four Square Godfrey Phillips
Capstan ITC Group 7.4
Bristol ITC Group 6.9
Charminar VST Industries Ltd 4
Red & White Godfrey Phillips
Charms VST Industries Ltd 3
Cavenders Godfrey Phillips
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Transnational Tobacco Companies (TTC) Presence in India
The expansion of TTC in India has been limited by restrictions on FDI by
cigarette companies in the country.35 However, as described previously, three
of the top international tobacco companies currently have stakes in local
manufactures. Despite restrictions, TTC‟s continue to focus on India because of
the potential growth of the cigarette market.51
British American Tobacco (BAT) - BAT is a British company headquartered
in London, England. BAT is ranked third in the global tobacco market.52
• BAT is a stakeholder in ITC and VST Industries and owns approximately 32%
of each tobacco company.41, 47
• BAT attempted to increase its stake in ITC from 32% to 51% but the company
has been prevented from doing so by the Indian government and restrictions on
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Philip Morris International (PMI) - PMI is a U.S. company with
headquarters in Lausanne, Switzerland. PMI is ranked second in the global
tobacco market behind China National Tobacco Company. 52
• PMI currently owns a 25% stake in Godfrey Phillips India after selling part of
its shares to KK Modi in 2009.44
• In 2009, after years of trying to get approval to independently manufacture
Marlboro cigarettes in India, PMI allowed production of its most popular brand
to start under the supervision of Godfrey Phillips
Leading Cigarette Brands Promoted in India
Cigarette companies aggressively advertise their brands in order to attract new
smokers and to encourage current smokers to switch brands.58-60 From March
2009 to March 2010, cigarette leader ITC spent 5.1 billion Rs ($114.7 million
USD) on advertising and promotion.40 According to Euromonitor International,
cigarette companies are focusing on targeting young urban consumers and
middle-upper income consumers.61 Companies are also shifting brands away
from unfiltered variants to filtered variants. 61 In 2009, local brand Gold Flake
had the largest cigarette market share in India (31%), followed by Wills (18%)
and Scissors (8%) - all of which are owned by ITC Group.
Slim cigarettes targeting women
Although the female smoking population is currently very small (about 3%),21
cigarette companies in India see the potential for growth by attracting women.
Since 2007, slim cigarette brands have been launched to appeal to women
• The first slim cigarette to hit the Indian market was the Stellar Slims brand by
Godfrey Phillips in 2007.62 The brand is marketed as having lower levels of
nicotine with the satisfaction of a regular cigarette.62
• In 2008, ITC Group launched Wills Classic Verve slim cigarettes targeted at
women and first time smokers. ITC describes the brand packaged in a shiny red
as “India‟s trend setting cigarette…[that] defines ubercool urban style.”
• Golden Tobacco also has a slim cigarette called.
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Targeting health conscious consumers with misleading claims
As Indian customers become more aware of the health risks associated with
tobacco use, cigarette companies have created new products and tactics to
counteract consumer knowledge. One such tactic is to use misleading terms (ex
“low-tar”) on cigarette packaging or in advertisements that encourage health-
concerned smokers to switch to cigarettes brands that they perceive as safer.
This also offers consumers that are concerned about health risks from tobacco
an alternative to quiting.64 As of 2006, India prohibits tobacco product
packaging and labeling from containing information that is “false, misleading or
deceptive,” or that is likely to create misperceptions about the characteristics or
heath effects of tobacco products. This includes prohibiting the use of terms
such as “light”, “mild” and “low-tar”.65 Despite these restrictions, cigarette
brands are still misleadingly marketed as being healthier.
• Loe Tobac cigarettes launched by Golden Tobacco in 2006 claim to contain
50% less tobacco than regular cigarettes.66-67 Golden Tobacco also claimed
that „LoeTobac has been found to have “safer delivery levels” of tar, carbon
monoxide and tobacco-specific nitrosamines than other brands.‟68
Stellar Slims Cigarette ad “Low nicotine, King sized satisfaction”
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Brands that appeal to young tech-savvy smokers.
India has a very large technology industry and a growing information
technology culture. Cigarette companies are capitalizing on the technology
trend by introducing premium brands that appeal to younger consumers.
• Godfrey Phillips launched I-gen in 2006. I-gen cigarettes have a black filter
and the black, red and silver packaging is “aimed at making the product look
trendy and contemporary.”70 The brand is descried on the company‟s website
as a cigarette that “holds the promise cigarette quality and immense style.”62
• In 2005, Golden Tobacco launched Chancellor XP. XP refers to the Windows
operating system and the brand is designed to appeal to India‟s information
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6. Corporate Social Responsibility (CSR)
Tobacco companies maintain CSR programs in an effort to counter negative
attention regarding their deadly business. This practice is particularly prevalent
in India. By donating funds to noble causes, the perception of cigarette
companies by the public and policy makers improves. The true goals of
industry-sponsored programs have been revealed through internal tobacco
industry memos released to the public by U.S. legal settlements. CSR programs:
Serve the industry‟s political interests by preventing effective tobacco
Marginalize public health advocates.
Preserve the industry‟s access to youth.
Create allies and preserve influence among policymaking and regulatory
Defuse opposition from parents and educators.
Bolster industry credibility.
In India, cigarette companies integrate themselves into local communities that
they operate in through CSR activities. They also work nationally to create
goodwill with the public and policy makers in an attempt to protect their profits.
• Since 1990 Godfrey Phillips India has sponsored the Bravery Awards (first
under the brand name Red and White and now under the company name). The
Bravery Awards annually honors citizens that perform physical and social acts
of bravery. Indian film actress Preity Zinta acted as an ambassador of the
awards from 2006-08. The awards have also launched blood drives and the
Amodini-Women's Empowerment initiative.
• In 2000, the ITC launched e-Choupal, an IT training program for Indian
framers. The program claims to reach over 4 million farming families,
connecting them to a digital infrastructure that enables them to link to a more
formal market. ITC also supports primary education, women empowerment and
Smokeless tobacco companies are also known to use CSR tactics in the
communities that they operate in.
• The DS Group, which includes Dharampal Satyapal, contributes to a wide
range of social issues in Assam and Tripura. Activities include the renovation of
Pallimangal H.S. School and contributions to economic development projects of
ethnic and tribal groups in North Eastern States.
The tobacco industry in India is complex and powerful. Knowing where and
how the industry operates is essential to creating and advocating for strong
tobacco control policies. Unless strong tobacco control regulations are put in
place and enforced in India, the tobacco industry will continue to expand and
profit from addicting consumers to its deadly products.
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4.2). MAJOR PLAYERS AND MARKET SHARE:-
THE MAJOR PLAYERS :-
Godfrey Phillips (India) Ltd.
V.S.T. Industries Ltd
G.T.C. Industries Ltd
MARKET SHARE OF MAJOR PLAYER IN INDIAN MARKET:-
ITC , 72
INDIAN cigarette player mkt share
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4.3) SWOT ANALYSIS:-
A SWOT Analysis is requiring checking the industry‟s Strength, Weakness,
Opportunities and Threats. It will give the overall idea about competitor and
current situation of the industry. Strength and Weakness are the industry
internal characteristic that can be improved by the industry while Opportunity
and Threats are the external factors which will predict the current condition of
the industry to make decision.
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Biggest and the largest player in the Indian tobacco market with a market share
Its Gold Flake tobacco brand is the largest FMCG brand in India - and this
single brand alone holds 70% of the tobacco market.
A industry‟s strength is its resources and capabilities that can
be used as a basis for developing and competitive advantage.
The increase in living standards of people, now they spend more
on tobacco. As we are offering good quality at reasonable price
so it will definitely attract customers so our venture is less risky.
Our industry has different types of tobacco. Each of them offers
the high quality.
Our target market is Gujarat which is one of the most
developing states of India.
Gujarat is immerging as an industrial hub to many growing
More and more investment means more industries, more
housing and more construction.
All this is positive sign for the tobacco industry to prosper.
When we talk about tobacco it has been found that following
are its strengths.
There are many players it is like a perfect competition.
The labor does not require much specific qualification and skill.
It still has to consolidate its foot in the cigar market largely dominated by
In the tobacco industry, the labour work on the part of workers
is very tedious and laborious. Workers often complaint about
the work load.
Huge capital investment is requiring on the machineries.
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ITC is moving into new and emerging markets like developing countries of
Eastern Europe, Africa etc.
Gujarat which is one of the most developing states of India is
emerging as an industrial hub with many growing industries
like, fast malls, big buildings, residential expansion and more
housing so future requirement of the tobacco and bricks very
Our research and survey so that people are interested in buying
of the tobacco which is qualitative and at the same time
something which is offered at a reasonable time. This thinking
matches which our Industry policy to produce the best at the
By using eco-friendly technology the unit may get an edge over
the other players in the market
- The obvious threat is from competition, both domestic and international.
- Health hazard
- Increasing tax in Cigarettes
Competition, this is one of the biggest threats faced by all the
Existence of big tobacco industry such as I.t.c tobacco, etc
poses tough competition for us.
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Its resource and capabilities
already big players
Eco friendly technology
Scope for expansion
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(1) Political factor:-
Govt. Policy affects the business in very deep.
The low cost local brand can affect the leader of tobacco industries.
Government focus on no promotion of the tobacco product directly on t.v
or other media.
More over the government decision to substantially upgrade 28 Regional
airports in smaller tour and privatization and expansion of Delhi and
Mumbai airport industry in India.
The upgrading of national highways connecting various parts of India has
affect the tobacco retail management.
In the govt of India‟s the promotion of tobacco product is less so there is a
very hard to be in the local market.
There is a rule in india that a person is less than 18 can‟t be buy a tobacco
product from the anywhere.
The govt of India have restrict the consumption of tobacco on the roads
and public place.
For past few years the market of the tobacco industries is increasing in
rapidly so the relevant steps taken by government of India.
In union budget there is a duty and tax on tobacco product increasing
rapidly by government.
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In economical effect industry has to check out that there is a huge part of
tobacco industries in Indian economy in increment of GDP.
The tobacco industry‟s can also help to give a chance to get a more valued
country in all over the world by exporting tobacco products.
Now slowdown fear is now hovering on the sector because of the
government restriction on tobacco industries.
In India form medium to long term the fundamental are very perishing.
The continued economic or with increased in test in the India market and
improved international access.
By the rules and regulation of Indian government the consumption is
decreasing in India so, it‟s not helpful term for industrial overview.
With a view to restriction on tobacco product‟s in india but the larger
amount of the public can use the product of tobacco and tobacco is there
habit so, market is in mood of increasing.
There is a rules and regulation are very strict but there is a large player
like itc who are the dominant player in the market.
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(3) Socio-cultural factor:
Socio cultural factor includes two parts
If any industry are show towards the society than you can understand that
society are developing the culture. If you understand the socio factor than
you can understand the cultural factor.
(a) Socio factor: -
It include the demographical factor like
India is the second largest population country of the world more than 125
corer. population is there. So because of high population it is the positive
effect towards the tobacco industry because as population are more the
habit for tobacco get more traffic & also occupancy rate is increase at the
time of marriage season.
Male-female ratio: -
In India male ratio is more than the female ratio so there is a great
demand of the tobacco product from the both of the side from the market
of the tobacco. In the research of the news paper there is a consumption
of tobacco product is more by male so great market for male in india.
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Literacy level: -
Literacy level in india is very less so people don‟t know about the harms
of tobacco product when they use it for first time after the use they
knowsthe harms but that became their habits.
Income level: -
In India the income level of the Indian people is very less than others
country so they live the tenseful life so for reduce the tension they use the
Average age of society: -
In India there are teenagers are more than the old people so they are the
fond of the enjoyment so the student who has the habit of the
consumption they give the habit to the other people.
(b) Cultural factor: -
Culture means it is the set of Norms, Value of ritual, Philosophy of
country is the highest important to any industry. If you are not know the
culture of any country than you cannot do the business in that country
For example: -
So when the itc introduce the new product they first research about
the Indian culture and their habits.
Like they introduced the wills insigna which is the royal cigarette
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(c) Language: -
Language is also play an important role in any country. Because whatever
you communicate in your language it may be some different meaning in
In India there is a great value of the product of the itc like Bristol ,wills
,gold flake and others the most of the people known the brand as a
company this is the great strength of the itc in India.
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(4) Technological factor: -
Technological factors include following factor.
(a) Status of technology: -
Status of technology includes
Suitable infrastructure for technology
Hear hotel industry have to check out that what technology they are using
right now whether it is advance, moderated, or outdated technology. In
tobacco they are using the dual filter for save the lips of the people who
For example: -
In india the itc useing the duel refind tobacco techniques that will help the
person for reduce the chance of the cancer or many others.
Or the mant tobacco company tells that “accha khaiye nischint rahiye “
But the tobacco is always harmful to any one.
(b) Pace of technology: -
Pace of technology means how fast technology is changing in the country. In
the country like America, china, Japan, India the technology is taking change
at very fast rate as compare to china, Japan, & American technology the
Indian is not fast growing as in that country so it is the backward point to
tobacco industry in India.
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(c) Cost of technology: -
Cost of technology means what is the cost of adopting technology.
In india our country is the developing country the price of the technology is
very high for the developing country so the developing country can‟t be
adopt the new technology easily.
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4.5). VALUE CHAIN OF TOBACCO INDUSTRY:-
VALUE CHAIN analysis was suggested by Michel porter. The VALUE
CHAIN analysis is under taken by tobacco industry to understand that how an
industry can deliver a VALUE to its final consumers. The activity in VALUE
CHAIN is divided into two parts.
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Primary activity :-
Primary activities are those activities which are essential to be perform
for any manufacturing .these activity include that ,entire process ranging
for buying raw material to providing satisfactory services,to the
There are five main activities as following .
(1)In bound logistic;
This activity reflect managing the raw tobacco &parts equipment coming
inside the industry it suggest that all material coming from the supplier Of
raw tobacco(farmer) inside the industry should be treated carefully started
HARVESTING. This first step is a labour-intensive activity involving
high amounts of child labour. Using only their hands, tobacco household
members remove leaves from plant stalks.
DRYING. Once harvested, leaves are transferred to drying sheds, sewn
together, placed on drying sticks, and air-cured. Tobacco quality and
storage time are dependent on weather conditions.
BALING. A manual operated “jack” is used to make tobacco bales
weighing up to 120 kgs. Workers load leaf of the same grade and
compress it into bales wrapped in hessian, or burlap, cloth.
It‟s related with the process of converting raw tobacco
into the final tobacco product .here the porter suggests that entire process
should be carefully handle ,so that it does not relation into deterioration
of the quality of the final products(cigarette, cigar .gutkha).
(3)Out bound logistic:-
it‟s related with the activities includes in managing the final product
whether it should be stored in the warehouses or going out in the market
for selling purpose during this stage here industry shoud give proper
attention for managing warehouses &proper transportation systems.
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This activity related with the marketing and sales activities of industry
here industry should develop proper marketing& distribution .the
marketing of tobacco product is very much difficult because of rule and
regulation of government .so here industry should develop proper&
perfect advertising system.
SELLING. During the selling season farmers sell tobacco to U.S. buyers
at the Lilongwe auction floors. Farmers are told the date of sale so they
can observe the auctioning of their tobacco bales.
BUYING. 3 U.S. subsidiary companies buy over 95% of Malawi‟s
tobacco and sell to cigarette makers like Philip Morris. Limbe Leaf, a
subsidiary of Universal Corporation (Virginia) purchases 50% of the
Once the product is to be sold final consumers there should be take care
Of final consumer even after the sales .there should be continuously
Get the feedback and provide the needed services to the consumers
To keep them satisfy,
2) Secondary activities:-
This activities are desirable for any industry such activity add value to the
primary activities so that each primary activities can be performed
To deliver satisfaction .
The following are the secondary activities.
It‟s include basic activities available in industry.such as road .proper
lighting, water facility continuous power facility .this will help the
Industry to undertake production activity properly.
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Skilled &loyal human resource is an valuable asset for any industry
such kind of people add value to the final product while production
Is taken place or they can satisfy the consumer during the sales activities.
It reflect usages of technology by the organization industry must use
Altramodern.state of the art technology for rapid &qualitative production.
It reflect the activity include purchasing the raw material(raw tobacco)
From farmers &other supplier ,here porters has suggested that
There should be purchase good quality of raw material from the repated
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4.6). FIVE FORCE ANALYSIS:-
Five force Analysis:-
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1. Threat of new entrance
2. Bargaining power of buyers
3. Bargaining power of suppliers
4. Rivalry amongst existing firms
5. Threat of substitute
If marketers want to know factors affecting any industry or tobacco industry,
these 5 elements will helpful. Whether competition level is high, moderate, low
can know with these elements. Five force analyses were given by father of
strategies, Michel polter. Here, we can use 5 elements for the purpose of study
of tobacco industry.
 THREAT OF NEW ENTRANCE:-
It refers to how easily one industry can enter into tobacco industry. There are
various rules that any industry should have to follow for entering into this
segment. Any industry cannot enter into tobacco industry because it is required
to have very huge capital investment. Following barriers will decide position
of new entrance in organization.
I. Government policy: - however, this is the most affecting factor for
entrance of new industry. Whichever companies want to enter into
tobacco industry must require following various conditions. Not
injurious for health, not create air pollution, safe for smoking etc are
rules of primary basis which all tobacco companies require to follow. In
many cases government policy and regulation are important entry
barriers like prior to the economic liberalization in India.
II. Monopoly: - monopoly means industry having no competition. This is
very rare situation. In tobacco industry monopoly is not there. If we
analysis the whole Indian tobacco industry than we can say that market
structure industry is non monopolistic.
III. Capital requirement: - when any companies want to enter into any
industry, how much capital will require that industry need to find out.
Higher the requirement of capital, lesser industry will interest to enter.
Same thing is also applicable to tobacco industry.
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IV. Product differentiation: - whether industry having different kind of
products is there or not. Companies who want to enter into tobacco
industry require having different kind of products offer to customers.
V. Economies of scale: - it means larger the production, higher the
benefits. Because of attraction of higher production by existed
companies, new companies want to enter into tobacco industry. There
are various types of economies of scale i.e. increasing return to scale,
decreasing return to scale, and constant return to scale.
 BARGAINING POWER OF BUYERS: -
Here, companies will decide who having bargaining power customers/buyers
and industry. If customer affects price determination, then bargaining power
of customer is high and vice versa. Following points will determine whether
customer having bargaining power or not.
I. Volume of purchase: - total quantity buyers will purchase is volume of
purchase. If purchase in high quantity, they having higher affection to
bargaining power. In tobacco industry, bargaining power of customer is
very low in volume of purchase because buyers buy products of tobacco
in very small quantity.
II. Importance of product to buyers: - whether buyers require product on
frequent bases or not. If any product is important for buyers, then
bargaining power of customers is high. Same condition is also
applicable to tobacco industry. All buyers used to purchase according to
III. Switching cost to marketer: - if buyers go to other industry from our
industry, how much it affect to business of industry. Tobacco having
less switching cost because buyers usually buy in small quantity.
IV. Extent of buyers‟ information: - if customer is aware about the product
information, bargaining power is higher. Extent of buyers‟ information
means the level of information which is known by the buyers.
V. Ability of buyer for backward integration: - any customer of tobacco
cannot establish their own tobacco industry. Tobacco having low
bargaining power for backward integration.
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 BARGAINING POWER OF SUPPLIERS: -
Reduction or increase in number to any industry.
I. Important of product to suppliers: - power of ITC which provide raw
tobacco to the customers, it having higher bargaining power. If ITC
stop supplying raw materials to Tobacco Industry, it affect very hard.
For example, maruti cannot run without tyres so MRF as suppliers of
tyres is very important.
II. Switching cost to suppliers: - Can suppliers are afforded to lose
buyers? If ITC leave tobacco industry, is it affordable to it or not?
III. Potential for forward integration: - Can suppliers have enough power to
become marketer? How it will affect to existed industry? Whether ITC
is capable to become manufacturer of tobacco? Bargaining power is
higher in forward integration.
IV. Ability of substituting product: - can buyer substitute the product of
suppliers? Cigarette is not available without tobacco. If product can
substitute, bargaining power is higher. But it is not possible in tobacco.
Suppliers cannot used substitute of raw materials.
 RIVALRY AMONG EXISTING FIRM: -
I. Number of firms: - number of player is high, competition is high. If
number of player is less but their strength is high, it having high
competition. In tobacco number of player is very low. Competitive
rivalry is likely to be affected by number of firms, their relatives‟
market share, competitive strength etc.
II. Growth of industry: - Faster the speed of growth, higher the level of
entry is there. There is always continuous growth in tobacco due to
consumption habit. the industry growth pattern in India in last few
decades is shown very high.
III. Cost structure: - higher the fixed cost, higher the level of competition.
In variable cost, competition is low. Fixed costs are those expenses
which industry must require spending. So it will increase competition
for spending high.
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IV. Product standardization: - higher product standardization will result into
higher competition level. If customer expects more products, then
competition is high.
V. Exit barriers: - can industry easily exit or not? If industry had done high
investment then industry cannot exit easily. In tobacco exit barriers is
very high because invested crores of rupees.
VI. Economies of scale: - if any industry having larger player, competition
 SUBSTITUTE: -
I. Extent of substitute: - substitute means present of different products
having similar features. For example coffee is substitute of tea. Tobacco
industry having less availability in market.
II. Importance of product: - whether product is important to buyers or not.
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Analysis of marketing mix
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Product Price Place Promotion
Variety List Price Channels Advertising
Quality Discounts Coverage Promotions
Design Allowance Assortment Personal Selling
Brand Name Payment Period Location Publicity
Packaging Credit Terms Inventory
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(1.1) LEVELS OF PRODUCT:-
Product refers to anything that marketer offers to customer which will result in to
satisfaction of need or want of pre determine target segment.
1) CORE BENEFIT:-
The fundamental level is core benefit. The service or benefit that customer is
really buying is known as core benefit.
Customer prefer cigarette for referesh ment, it‟s core benefit given to customer
Itc,gtc,and Kothari brothers tobacco producer‟s give benefit to
customer it‟s core benefit.
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2) BASIC PRODUCT :
The marketer must turn the core benefit into basic produc t without basic
product marketer can not provide the core benefit to customer.
Raw tobacco, cigarette, Gutkha, bidi
It‟ combination of attribute and features that customer normally expected while
Menthol rush, menthol canter fresh, menthol classic .wills regular….
4) AUGMENTED PRODUCT:-
It‟s that exceeds customer expectation .customer enjoy the services.
Customer enjoy the cigar ; and provide highest level of satisfaction and prove
more beyond customer Expectation.
Itc –wills menthol rush. It provides centre fresh gel flavour into the filter
of menthol rush.
5) POTENTIAL PRODUCT:-
Products, which does not existence in the market but expected in future .
Add Something new ,innovative in tobacco industry which is not available but
provide in future
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(1.2) Classification of products:-
Product is anything which is offered to market for attention, acquisition and
consumption that will satisfy the needs and wants of customers.
Classification of products:-
Consumer goods Industrial goods
The goods which is purchased by final consumer for personal consumption.
Types of consumer goods
A. Convenience goods
B. Shopping goods
C. Specialty goods
D. Unsought goods
(A) Convenience goods
It means that consumer use those goods which are buying frequently,
immediately or without buying extra effort. Customer not to spend more
time but he directly purchase it.
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Types of convenience goods:-
Consumer uses those goods which are purchase on regular bases.
Consumer uses those goods which are purchased without any planning .
Consumer used those goods which purchased when needs comes or
Tobacco customers are consuming tobacco on regular basis so tobacco is
staple goods. Occasionally consumers consume tobacco to reduce the
stress so it is also consider as impulse goods.
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(1.3) Product line and mix:-
Product line can be defined as the group of closely related product which is
similar in function distributed through similar network which have very less
price difference and which are targeted to the similar group of customer.
Product line length:-
The products line of different tobacco brands are as follows: