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World's first non-Tobacco Biri

Dalmia Consumer Care (DCC) has announced the launch of VARDĀN, the world’s first well-researched, safer and healthier alternative to tobacco. VARDĀN simulates the pleasure of tobacco and mimics the kick without the ills associated with tobacco.

The product has been developed from Indian plants to give an alternative to people who are willing to quit tobacco but are not able to do so because of their physical, psychological or physiological dependence on tobacco.

Ravi Jain, Business Head – South, Dalmia Consumer Care said, “We have a vision of a tobacco-free world in India and our success lies in eliminating tobacco altogether. With close to 8 crore sticks of tobacco biri consumed every waking hour, South India is the largest consumer of tobacco biris in the country. The launch of VARDĀN is a step forward in helping prevent people becoming victims of the 25 deadly diseases related to tobacco smoking."

Extensive Research
VARDĀN has been tested for total absence of tobacco, nicotine and tobacco specific nitrosoamines by the lead Research Institute in India and the world renowned Lab in USA. VARDĀN is the outcome of extensive research conducted by Dalmia Centre for Research & Development (DCRD).

An accredited ISO laboratory, DCRD was set up in 1990 in India to explore the potential of medicinal Indian plants by integrating western technology with Indian knowledge. The research effort was led by Dr P M Murali, PhD, DSc and CEO DCRD and a team of scientists who deployed knowledge of traditional Indian science and bounteous flora available only in India to develop an alternative that gives similar satisfaction but without the attendant ill-affects of tobacco. 

Market Size and Characteristics
The Biri market size is between Rs. 12,000 and Rs. 15,000 crore annually. The market is very regional in character with different brands having variations in shapes, size and fill.

Even though VARDĀN will be a national brand, DCC has paid due respect to the consumer with different regional offerings. Differentiation on the basis of product characteristics, packaging and communication underline DCC’s marketing strategy. Together with this, is a roll-out distribution strategy that aims to cover 150 towns.

The product offers huge employability. While manufacture will be in the traditional co-operative sector, it will meet stringent quality standards set by DCC, Jain said, adding “Our effort will be to seek government support to make VARDĀN a success. With huge export potential, we believe India finally has an opportunity to lead the world in delivering a truly ‘noble’ product. I urge everyone who is fighting tobacco to join hands with us and help advocacy of this real alternative to millions who are suffering.” 

Dalmia Consumer Care (DCC), an FMCG start-up, has been set up to serve in India, the millions of urban consu/mers with a rural mindset in the Rs 45,000 crore oral gratification market spaces. DCC Mission is to nobly impact the world through safer, healthier oral gratification products. The company has a national presence with regional offices in Delhi, Kolkata, Mumbai and Hyderabad. DCC is part of the Rs 1,200 crore diversified Dalmia Group, which has interest in areas ranging from Industrial Chemicals, Textiles to IT enabled services and others.

RR

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