Godfrey Phillips test-marketing India's first clove cigarette
Though company is tightlipped about target smokers, industry sources claim that the price is a good enough reason for the company to tap entry-level smokers.
NEW DELHI: Tobacco is unhealthy. No rocket science that. But what if the cigarette is filled with healthy clove a la the imported Gudang Garams from Indonesia that vend across the country. Godfrey Phillips India (GPI), the Rs 1,593-crore tobacco major, seems to have taken a cue and is test-marketing India���s first clove cigarette, Cluv Spice, across geographies.
The 10 clove-stick pack is priced at Rs 25 in the largest 69mm format prevalent in the industry. Though the company is tightlipped about target smokers, industry sources claim that the price is a good enough reason for the company to tap entry-level smokers.
The new product development function of GPI is entrusted with the responsibility of viewing global and local trends in the category, analysing trends in consumer behaviour and launching new brands and formats to add to the existing portfolio of the company.
���Globally, and specifically in Indonesia, there is a growing demand for cigarettes based on addition of processed natural clove. In India, across categories, clove is linked to oral hygiene and is perceived to have mouth freshening qualities,��� claims a company spokesperson.
Earlier, many tobacco majors had launched menthol variants, which started with a bang but ended in a whimper owing to impotency fears around the menthol tag.
The 10 clove-stick pack is priced at Rs 25 in the largest 69mm format prevalent in the industry. Though the company is tightlipped about target smokers, industry sources claim that the price is a good enough reason for the company to tap entry-level smokers.
The new product development function of GPI is entrusted with the responsibility of viewing global and local trends in the category, analysing trends in consumer behaviour and launching new brands and formats to add to the existing portfolio of the company.
���Globally, and specifically in Indonesia, there is a growing demand for cigarettes based on addition of processed natural clove. In India, across categories, clove is linked to oral hygiene and is perceived to have mouth freshening qualities,��� claims a company spokesperson.
Earlier, many tobacco majors had launched menthol variants, which started with a bang but ended in a whimper owing to impotency fears around the menthol tag.
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