Godfrey Phillips India entered the chewing category in 2010 with the Pan Vilas brand of premium pan masala. In a market estimated to be worth US $400 million, Pan Vilas has already made inroads with a 20% share in its key markets of Gujarat, Uttar Pradesh, Rajasthan, Madhya Pradesh and Delhi.
Apart from using the finest ingredients for an unmatched taste, Pan Vilas became the first brand in the category to use a natural alternate to the banned additive Magnesium Carbonate. In terms of manufacturing too, Pan Vilas is superior – being made with some of the world’s most advanced food processing technologies at our state-of-the-art plants in Ghaziabad and Faridabad.
Extending the brand further into the category, Raag, a pan masala in the popular price segment, was also launched for faster adoption and higher marketing efficiency.
PAN VILAS SILVER DEWZ
Pan Vilas Silver Dewz, a premium mouth freshener made of silver-coated flavoured Elaichi, is the newest addition to the Pan Vilas portfolio, expanding the brand’s range of offerings in the competitive mouth freshener category.
Elaichi (cardamom) is one of the most common spices in Indian households.Its many benefits have led to an upswing in Elaichi consumption among Indian consumers of all socio economic categories.
Incidence of consumption is high amongst smokers as it has longer lasting freshness and helps to mask the breath.
Pan Vilas Silver Dewz is made of the finest cardamom seeds from Munnar, Kerala, and coated with pure, super thin, silver leaves.
Godfrey Phillips India has multi-product and multi-channel distribution capabilities and one of the largest networks in India.
The capability to leverage this network of 800,000 General Trade retailers, more than 2,000 Modern Trade outlets, 800 exclusive Distributors and 9,000 exclusive Sales Executives has been a major factor in the successes of our products and new launches.
We also have a strong food category driven distribution infrastructure in place thanks to Tea City, a brand that has been in business for over four decades.