Category Archives: Spirit of India

RAJNIGANDHA : Flavored Pan Massala, India

Hey everyone!

So today’s topic is not what we talk about usually. Actually it was yesterday when i met this lady named Rethabile from south Africa who kept on narrating me about her life in Durban. We talked about several things and suddenly she asked me about Rajnigandha that she saw in her driver’s hand.

I explained her n thought that many foreigners might just want to know about it. so i here collected some information about Rajnigandha and writing down for you guys.

Soooo Rajnigandha: The taste of success, is functioning in a category of Pan Massala and has placed itself as a premium brand.

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Rajnigandha, said to have secret ingredients like many other iconic brands such as Coca-Cola and KFC, is the largest selling pan masala brand in the country today.

How it was created?

Pan (betel leaf stuffed with sweeteners) has been very peculiar to many parts of India – UP, MP, Bihar and even Maharashtra – right from time immemorial. As time progressed, life picked up speed and people started investing much more time in traveling. It became difficult for pan-lovers to get the same taste of their pan everywhere. And this was how the pan masala was born so that people could carry their favourite pan in a packaged dry form, initially sold by the panwallahs.

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CK Sharma, Business Head, Mouth Fresheners, DS Group, said there were two problems associated with pan consumption. Explaining, he added, “Across the country there is no consistency of quality and taste, since it is made by different panwallahs. The second problem is hygiene. There was a latent requirement of pan-eating consumers to upgrade to the next level of chewing ‘pan’.”

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Soon after the launch, DS Group knew the importance of advertising for brand building and came up with their first ad ‘Swaad Rajnigandha ka Sabse Nirala’ (The supreme taste of Rajnigandha). The communication was made to target the youth and thus was colourful, full of fun and celebrating life. The campaign featured Bollywood actors Avinash Wadhawan and Shikha Swaroop, crooning to ‘Swaad Rajnigandha ka Sabse Nirala’. In the ad, they were shown enjoying, meeting in the parks and going on drives.

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In the 1990s, the brand started getting further popularity and the next campaign showed the Rajnigandha protagonist handling petty day-to-day challenges in unique ways. Hence, the campaign was ‘Swaad zara hat ke’ (A taste like none other).

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They kkept on updating their marketing strategies. I cant stop laughing at their new subtitle Muh mei ranjnigandha, Kadmo mei duniya!! if i had to translate, it says “the world comes to your feet when you taste Rajnigandha” 😉

 

PACKAGING

In 1983, Rajnigandha was launched with the 100 gram, 250 gram, and 1 kg tins and later began manufacturing composite boxes, which were not made of metal but a mixture that contained cardboard and made the pack lighter. In 1986-87, the 4-gram pouches were launched for on-the-go consumers and in 1991; 20-gram zipper pouches were introduced. For a longer shelf life, the new vacuum pouches were launched in 1996. In 2012, new packaging of tin boxes with ribs was launched for 100-gram packs. Then came a slew of smaller packaging of 0.8 grams and four grams over a period of time.

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Sharma said, “The kind of smaller packs we have launched in the last 4-5 years have attracted the young consumers. The young consumer actually wants it to use pan masala as a mouth freshener at different times. After a meal, they will take a little bit, after smoking they will try it. Their style or reason for eating is changing. And that is how we are getting the young consumers.”

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Alright that’s all for now. I am also looking forward try one.

SO0o Thank you guys,

i hope you like the post, if you did then like & share to your friends.

Also suggest me our next Topic for our next post.

Bye. 🙂

 

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