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India's Cities Flooded with High-Nicotine Pouches
10 Jun
Summary
- Nicotine pouches with up to 120 mg strength are reaching Indian cities.
- These pouches are classified as unapproved drugs under Indian law.
- Young consumers are targeted with 445 flavors, including dessert and alcohol themes.
A new study from ICMR--National Institute of Cancer Prevention and Research has uncovered a widespread availability of nicotine pouches in Indian cities. These products, available in up to 120 mg strengths and 445 distinct flavors, are being distributed via online channels, hookah shops, and gig delivery services. Legally, oral nicotine pouches, excluding approved therapies, are considered unapproved drugs under the Drugs and Cosmetics Act, 1940.
The research surveyed ten major cities, finding nicotine pouches in 70% of observed points-of-sale. A substantial 63.2% of the 68 unique brands identified online originated from international manufacturers, indicating significant cross-border penetration. Flavors range from mint and fruit to dessert and alcohol themes, specifically designed to appeal to younger demographics.
Vendors reported that the primary consumers are working men aged 18-40, who perceive these pouches as a smoke-free, trendy alternative to smoking. Health experts caution that nicotine's addictive nature, delivered through oral mucosa, poses risks including cardiovascular issues, gum recession, tooth decay, and mental health impacts like anxiety and depression. The findings underscore an urgent need for policy response and enforcement to curb the proliferation of these products.
