The Indian market for mouth fresheners and chewable products has witnessed a huge change in the past few decades, transforming a traditional practice into a billion-dollar industry. Today, the Indian pan masala market is valued at around USD 3.52 billion in 2024 and is projected to reach USD 4.26 billion by 2030. This growth is happening at a CAGR of around 3.23%. The growth of this industry can be attributed to a number of factors, including a change in lifestyle and a cultural inclination towards consuming flavored betel nut mixes.
Whether it is a luxurious tin being carried by a professional or a sachet being sold by a street vendor, there is no end to the number of pan masala products available in the Indian market. Nowadays, brands are increasingly using tobacco-free and herbal-based products to stay afloat in a world where health trends are becoming increasingly important. Moreover, the aggressive marketing of these products by their companies, coupled with their endorsement by celebrities, has ensured a dominant presence of the best pan masala brands in the Indian market. In this article, we will examine the top pan masala brands. So, let’s begin!
What is Pan Masala?
Pan masala is a balanced mixture of a number of ingredients, including betel nuts, lime, catechu, and aromatic seeds such as cardamom. Pan masala is a traditional mouth freshener, and people enjoy it after meals for digestion or for the flavor and refreshing taste. Modern pan masalas have added sandalwood oil, saffron, and flower essences to give a luxurious experience to users. Unlike other chewable products, pure pan masala is technically defined by the absence of tobacco and its flavor and aroma.
Also Read: Best Masala Brands in India
Difference Between Pan Masala, Gutkha, and Other Chewables
It is easy to get confused with the many options available, but the ingredients and legal aspects make them different from each other. Here is an overview:
| Feature | Pan Masala | Gutkha | Mouth Freshener (Mukhwas) |
| Tobacco Content | Usually Tobacco-free | Contains Tobacco | No Tobacco |
| Primary Base | Areca Nut (Supari) | Areca Nut + Tobacco | Fennel seeds, dry fruits, seeds |
| Purpose | Flavor & Refreshment | Nicotine hit/Stimulant | Digestion & Breath Freshening |
| Packaging | Tins and Sachets | Mostly small plastic pouches | Jars, bottles, or packets |
| Legal Status | Legal (with regulations) | Banned in most Indian states | Legal & unrestricted |
Health and Legal Considerations
Though these chewable products are a part of our social culture, they come with a number of rules and regulations, and every individual should know these before consuming them. These are:
- Oral Health: Areca nut, a major ingredient, causes dental erosion and oral submucous fibrosis.
- Legal Bans: In India, many states have strictly banned the sale of gutkha, a tobacco-added product, for public health and safety.
- Pictorial Health Warning Labels: Companies have to put huge pictorial health warnings on each product for the knowledge of consumers.
- Sale to Minors: Sale of any product, including tobacco or nicotine, to minors below the age of 18 is strictly prohibited.
- Test for Food Grade: Companies have to follow FSSAI guidelines to test the quality of the silver foil and ingredients.
Top 10 Pan Masala Brands in India 2026
1. Rajnigandha Pan Masala
- Establishment: 1983 (DS Group founded in 1929)
- Headquarters: Noida, Uttar Pradesh
Rajnigandha is known to be the world’s largest-selling premium pan masala brand. It is a part of the DS Group and has managed to create a new standard for the word “premium” by emphasizing its unique blend of high-quality ingredients and saffron. Rajnigandha is targeting the elite class and has achieved huge revenues, contributing to the group’s annual turnover of $1.1 billion. They have a very unique approach to procuring their betel nuts and catechu to offer a constant taste to their fans. In addition, they have many high-profile celebrities endorsing their product, giving it a sense of success for their customers.
Furthermore, they have been emphasizing the usage of sustainable resources, ensuring the high-grade quality of saffron and cardamom used in their product is obtained from ethical farming practices. To retain their position, they have upgraded their manufacturing facilities in Noida and Guwahati with the latest technology to retain the aroma. Also, they have been able to penetrate the market for “Clove” variant consumers who are seeking a high-intensity, traditional spice experience, making them one of the top pan masala brands in India.
- Key Facts: Non-tobacco, Saffron blended, Global presence in 40+ countries.
- Best For: Premium taste seekers, Social gatherings, Gifting.
- Website Link: https://rajnigandha.com/
Also Read: Peanut Butter Brands in India
2. Pan Bahar Pan Masala
- Establishment: 1962
- Headquarters: New Delhi
Pan Bahar is said to be the ‘Pioneer’ in the Pan Masala Industry with an illustrious history spanning over six decades. The company introduced its ‘Crystal’ in 2012, which it claimed was the most expensive pan masala in the world. The marketing strategies adopted by Pan Bahar are its heritage and its taste, which has been the favorite for years. In addition, they have a huge product portfolio, including variants such as “Begum” and “Bahar.” They have managed to stay afloat in the market by giving their product a new, trendy look without altering the original recipe, making it appealing to both the older and younger generations.
Recently, they have transformed themselves into a digital brand, utilizing e-commerce to target the tech-savvy South Asian diaspora in places such as North America and the UK. In addition, they have introduced “Bahar Select,” a product line that incorporates a unique filtration process to purify catechu. Furthermore, their new marketing campaign emphasizes “Pehchan Kamyabi Ki,” successfully establishing the link between the brand and personal success.
- Key Facts: Heritage Brand, High-End Products, Strong Presence in North India.
- Best For: Traditionalists, Luxury experience.
- Website Link: https://www.panbahar.in/
3. Vimal Pan Masala
- Establishment: 1990
- Headquarters: New Delhi / Mumbai
Vimal Pan Masala has become synonymous with the term “household name,” mainly because of its highly successful and aggressive marketing strategy, “Bolo Zubaan Kesari.” The company has been successful in establishing its presence as a mid-premium pan masala, capturing a huge chunk of the youth market. The company prides itself on its blend of aromatic cardamom and the best quality of supari. In addition, the Vimal Group has been successful in expanding its presence by establishing a strong distribution network, even reaching the remote areas of India.
Their focus on the sale of sachets has helped the company achieve a revenue of approximately USD 200 million in recent years. The company has recently decided to increase its investment in high-speed pouch-packing equipment to meet the massive demand in Tier-2 and Tier-3 cities. Moreover, the company is also planning to venture into the functional mouth-freshener category by experimenting with vitamin-infused flavorings.
- Key Facts: Mass appeal, Celebrity Endorsement, Wide rural presence.
- Best For: Daily consumption, Value for money.
- Website Link: https://vimalgutkhacompany.in/
4. Rajshree Pan Masala
- Establishment: 1997
- Headquarters: Jaipur, Rajasthan
Rajshree Pan Masala belongs to the Rajshree Group, an industry giant in the Western and Northern parts of the country. The organization prides itself on its unique and strong taste, along with the quality of its ingredients. The organization has been successful in building its brand on the foundation of trust and reliability, ensuring that the taste remains the same in every product. They have also made recent investments in the latest technology for the production process, which has helped increase the production capacity.
Moreover, they have also expanded its portfolio with the introduction of the “Rajshree Signature” variant, which incorporates highly concentrated liquid essences for longer-lasting fragrance. They have also expanded their business in the Southern region, adapting their taste profiles to suit the region. In addition, the organization has also recorded a 12% increase in export volumes, especially in the Middle East region, with the introduction of its vacuum packaging, which ensures the freshness of the product during long-distance transport.
- Key Facts: Regional loyalty, Premium, Part of a diversified group.
- Best For: Fans of robust taste characteristics.
- Website Link: NA
5. Signature Pan Masala
- Establishment: 2013 (Premium segment)
- Headquarters: Noida, Uttar Pradesh
Another giant in the pan masala market, Signature, was introduced to corner the super premium segment. The product boasts of the use of extremely good-quality ingredients and is often regarded as a status symbol among consumers. The product also boasts a very subtle aroma, which is a welcome change from the conventional pan masala brands. Moreover, they have been able to capitalize on the increasing disposable income of the Indian consumer, who does not hold back spending extra for a superior blend.
Also, the product has recently incorporated a silver glaze finish on the betel nut pieces used in the product, which gives the product a unique look and a crunchy texture. Besides, the company is also planning to venture into the subscription model of the tin-packed product, targeting corporate consumers who are always in search of convenience.
- Key Facts: Super Premium segment, Ingredients coated with a silver glaze, Modern look.
- Best For: Urban consumers, Luxury taste.
6. RMD Pan Masala
- Establishment: 1983 (Manikchand Group founded in 1959)
- Headquarters: Pune, Maharashtra
RMD Pan Masala is a brand established by the Manikchand group, which has a staggering revenue of around USD 700 million. RMD Pan Masala is the flagship brand of the group. The product is known for its consistent quality and a unique blend that many users find addictive. Despite various regulatory hurdles over the years, RMD has maintained a very loyal fan base. They also use a highly optimized supply chain to make sure their products are available at every “nukkad” shop.
To maintain their market lead, they have integrated advanced automation in their Pune-based plants, reducing manual handling and ensuring high hygiene standards. The brand has also launched “Calcutta Meetha” variants, which use dates and mint instead of traditional betel nut to attract a broader audience. Furthermore, they are investing heavily in “surrogate branding” through their packaged water brand, Oxyrich, to maintain high brand recall across TV and digital media.
- Key Facts: Western India Market Leader, Strong Legacy, High Brand Recall.
- Best For: Consistent Consumers, Maharashtra/Gujarat Markets.
- Website: http://manikchandgroup.com/rmd-pan-masala.html
7. Tulsi Pan Masala
- Establishment: 1929 (Dharampal Premchand Ltd)
- Headquarters: New Delhi
Tulsi is a name synonymous with the herbal segment and tobacco-free products, standing out among leading Pan Masala Brands for its strong emphasis on natural ingredients. The company places significant focus on maintaining purity in its formulations. Their supari and katha are processed in the traditional manner, ensuring that chemical usage is kept to a bare minimum. This approach has made the product a preferred choice for relatively health-conscious consumers who still enjoy the traditional experience of chewing pan. Moreover, the brand has built a strong presence in export markets, catering to the Indian diaspora across the globe.
The company has also recently introduced a range under the name ‘Royal Blue,’ which has a strong emphasis on the cooling effect of the product using the best-quality menthol crystals. The company has also been in touch with agricultural cooperatives to source the ‘Khus’ ingredient in a sustainable manner. Besides, the company has also introduced a new look to the packaging of the product, which gives complete transparency about the natural sweetener and aromatic oil used in the product.
- Key Facts: Herbal emphasis, Clean labeling, Oldest player in the market.
- Best For: Those who prefer herbal ingredients in the product.
- Website Link: https://www.dsgroup.com/our-businesses/tobacco
8. Dilbagh Pan Masala
- Establishment: 1950s
- Headquarters: New Delhi
Dilbagh has managed to find its own space in the market by providing a very traditional, “desi”-flavored experience, which differentiates it from many other Pan Masala Brands. It has a strong foothold in North India and Punjab. The brand has managed to stay true to its roots rather than trying to be flashy and modern, which has helped it build a loyal customer base over the years. Additionally, it is available in various pack sizes, making it accessible to consumers across different segments.
Their revenue has been constant because of their grassroots popularity. The brand has recently incorporated a new technology, “moisture lock,” in their 10g sachets, which will prevent their product from becoming dry in extreme North Indian weather conditions. Additionally, they are also trying to modernize their distribution channels by tying up with regional wholesale apps to replenish stock in village kiosks.
- Key Facts: Traditional taste, Loyal North Indian consumers, Affordable.
- Best For: Traditional taste lovers.
- Website Link: https://dilbaghgroup.com/
9. Baba Elaichi
- Establishment: 1975 (Baba Global founded by the Shankar Group)
- Headquarters: New Delhi
Baba Elaichi is one of India’s most recognized cardamom-based mouth freshener brands and a flagship product of the Shankar Group. Unlike traditional pan masala products centered on areca nut, Baba Elaichi focuses on premium-quality cardamom (elaichi), offering a refreshing, aromatic experience. Over the decades, the brand has built a strong reputation for quality consistency, elegant packaging, and mass appeal across urban and semi-urban markets.
Its silver-coated elaichi variants, stylish tins, and convenient sachet packaging have made it a popular choice at social gatherings, weddings, and hospitality counters. The brand has also expanded into multiple flavor profiles, balancing traditional taste with modern preferences.
In recent years, the company has focused on maintaining high sourcing standards for cardamom, improving packaging technology to preserve freshness, and expanding its distribution network across India and international markets. I
- Key Facts: Cardamom-based mouth freshener, Silver-coated variants, Strong celebrity endorsements, Wide distribution network.
- Best For: Post-meal refreshment, Social occasions, Consumers preferring elaichi over supari.
- Website Link: https://www.babaglobal.com/
10. Kamla Pasand Pan Masala
- Establishment: 1965
- Headquarters: Kanpur
Kamla Pasand is one of the most recognized Pan Masala Brands in the country, owned by Kamal Kishore and his father, Kamala Kant Chaurasia, which now operates across Kanpur, Delhi, Kolkata, and Mumbai. It enjoys a huge market share in Central India. Its product is recognized for having a balanced taste, neither too strong nor too mild. Recently, it has been advertising with mega-stars, and this has resulted in a rise in its market share in urban areas. Its distribution by the Manikchand group ensures a huge geographic footprint for its product.
Currently, it is focusing on “Elaichi Pearls,” a silver-coated cardamom product, to attract health-conscious customers who are seeking non-areca nut variants. It has also revamped its distribution to incorporate real-time inventory management, ensuring its distributors do not face stock-out situations. In addition, it is engaging its customers on social media, particularly Gen Z, by creating short-form videos.
- Key Facts: Balanced flavor, iconic brand, huge market share.
- Best For: General usage, balanced flavor.
Factors That Make These Brands Popular
The success of these companies is not a fluke; rather, it is a result of shrewd business decisions, including:
- Celebrity Power: These brands have roped in Bollywood stars to endorse their product, thus seeking to benefit from their huge fan base.
- Flavor Innovation: Adding unique touches to its product, such as chocolate, silver-coated cardamom, or cooling menthol, keeps its product offerings fresh and exciting.
- Sachet Economy: The sachet-based model has been successful in providing the masses, from the working class to the student community in colleges, a convenient option to purchase the product on the go.
- Branding & Trust: With decades of presence in the market, the brands have become synonymous with quality in the minds of the loyal consumer.
- Packaging Tech: The new packaging technology ensures the freshness and aroma of the product for a longer period of time.
Regional Variations & Market Presence
The brands have a strong presence in the Indian market, and some of the brands have a strong presence in specific regions of India. To highlight this point, let’s consider the following:
- North India: This region includes states like Uttar Pradesh, Bihar, and Delhi. The region contributes a share of around 42.5% of the total pan masala market in India.
- West India: The states of Gujarat and Maharashtra contribute a significant share of the regional market. The Western region of India is one of the key contributors to the overall Indian market, where the total value of the pan masala market stood at INR 48,455.9 crore in 2025.
- East India: The states of West Bengal, Bihar, and Odisha contribute a significant share of the regional market, which is a reflection of the overall high demand for the product in the region.
- Export Markets: The Indian Pan Masala brands are witnessing a rise in demand in the global market, especially in the Middle East and Africa region, which contributes around 10-12% of the overall global market share in 2025.
- Tier 2/3 Cities: The tier 2 and tier 3 cities contribute a significant share of the overall market due to the better distribution network in the rural markets.
Conclusion
The Indian pan masala industry is a highly interesting amalgamation of tradition and modern business acumen. The competition is still increasing as different brands are vying hard for space. While the issue of health is a major point of discussion, the move towards herbal and tobacco-free varieties indicates a willingness to change with modern times. Brands like Rajnigandha and Vimal have still been leading the pack by using superior quality products and huge marketing spends, coupled with celebrity endorsements.
Be it a tradition or a modern-day consumer product, there is no doubt about the huge impact that pan masala brands have created on Indian society and the economy as a whole. As consumer behavior evolves, it will be interesting to see what new innovations come out of this industry in the near future.
FAQs
1. What is the best pan masala available in India?
Rajnigandha is the best pan masala available in India, based on sales and premium quality, but Pan Bahar Crystal is the most luxurious one. It has been holding the top position for the last few years because of the consistent use of the best quality saffron and betel nuts.
2. Is pan masala the same as gutkha?
No, pan masala and gutkha are different because pan masala is a non-tobacco-based mouth freshener, and gutkha contains tobacco and nicotine. The legal status of these two products differs, with gutkha being strictly banned in all states of India.
3. Who is the father of the pan masala industry?
The father of the pan masala industry is Sri Mansukh Lal Mahadev Bhai Kothari, the founder of the Kothari Group, Pan Parag. He introduced the concept of small, portable packets of pan masala, making it easily available to all.
4. Which pan masala is the largest-selling premium pan masala?
Rajnigandha holds the top position as the world’s largest-selling premium pan masala. It dominates the organized segment of the pan masala industry by targeting the high-income group with its sophisticated marketing and quality.
5. Are there any sugar-free pan masalas?
Yes, all the major pan masala brands have launched their versions of sugar-free pan masalas, targeting the health-conscious segment of the consumer base.
6. Is pan masala legal in India?
Pan masala is legal in India, but the legal status of gutkha and pan masala mix with tobacco varies across different states of India. Manufacturers are required to follow the strict FSSAI guidelines and health warning labels for the sale of the product.
