Mr. Natwarlal Bhavasar, formerly engaged in the production of bidis, made the decision to introduce an exceptional herbal product named “NIRDOSH.” This groundbreaking smoking device does not include tobacco. By 1989, his family business had accumulated a revenue of Rs 5 lacs and his objective was to extend operations across Gujarat and Maharashtra.
He was also considering expanding into the international market and had sent samples to regulatory authorities abroad for approval. His target customers are individuals who are interested in quitting smoking, as well as those who start smoking as a lifestyle choice.
The Nirdosh case study is evaluated using the 4 C method. The primary customers are from two major cities – Bombay and Ahmadabad, during the beginning phase. Nirdosh is entering its seventh year of sales and has substantial plans for expansion. Our objective is to target a consumer base in both states. Nirdosh provides a healthy substitute for smoking and will appeal to individuals seeking to quit or needing an alternative, as well as those who view smoking as a lifestyle.
The cigarette industry includes popular brands like ITC, VST, GTC, and more. Nonetheless, our primary target audience consists of new smokers, individuals who see smoking as a lifestyle choice, and those attempting to quit. Our product is groundbreaking and caters to health-conscious smokers without any direct rivals in the market.
Nirdosh has a competitive advantage in procuring and composing herbal raw materials. Although it currently operates on a small scale, it has the potential to grow through venture funding. As sales rise, production capacity will be expanded by either increasing the workforce at the current facility or establishing a new one as required.
Maans product, based in Ahmadabad (India), is a proprietary organization owned by the Bhavsar family. It has been operating for two decades and has a six/seven year experience in developing the unique non-tobacco smoking device called “NIRDOSH”. NIRDOSH was created in 1982 using 14 herbs that were transformed into granular form and rolled into tendu leaves, resembling a cigarette. The company’s sales ranged between 1.2 lacs and 1.5 lacs until 1988. In 1989, revenue increased to 5 lacs due to packaging changes, a door-to-door campaign, and a price increase. The company’s promoter is deeply committed to further developing this product.
The growing demand for Nirdosh, a cigarette substitute, in India can be attributed to the expanding tobacco industry. The surge in popularity is thanks to various organizations’ efforts in raising awareness about smoking hazards and conducting anti-smoking campaigns. Nirdosh has gained recognition for its ability to alleviate numerous conditions such as colds, coughs, fevers, asthma, tonsillitis, graying hair, and insomnia.
Nirdosh is a unique smoking device that caters to two types of customers: those who wish to quit smoking and those who want to indulge in smoking without developing an addiction.
