At the Asian International Novel Tobacco Industry Expo (ANTY EXPO), Nitesh Surana, the founder and CEO of the Indian nicotine pouch brand Pik Pouches, sat down for an exclusive interview with 2Firsts. He discussed the company's journey in the nicotine pouch industry, market positioning, and future prospects.
Delve into the American market, explore new opportunities in Malaysia
Nitesh Surana introduced 2Firsts to Pik Pouches, a company that has been established for 6 to 7 years and is based in New Delhi, India. The company primarily focuses on nicotine pouch products, but also has involvement in caffeine pouches and gummy businesses. Currently, 80% of the company's products are sold in the United States, with other major markets including Europe, Dubai, and the United Kingdom.
Nitesh Surana said that this is Pik Pouches' first time in Malaysia, and their main objective for participating in the exhibition is to find wholesale distributors in the country. The Malaysian market is a new territory for them, and they hope to gain insights on the local market through the exhibition, in order to prepare for future market expansion.
Create differentiation to meet the taste preferences of different regions
Nitesh Surana revealed that the main highlight of Pik Pouches, compared to other nicotine pouch products, is its variety of flavors with a current total of 14 flavors available. In addition, all Pik Pouches products are made with natural ingredients and do not contain any added chemicals. For example, the caffeine pouches use pure caffeine and the mint pouches use natural mint extract. The nicotine strength of the products also varies, ranging from 3mg to 6mg, to cater to the needs of different consumers.
Nitesh Surana specifically pointed out that consumers in European and American markets tend to prefer high-concentration nicotine pouches, such as products with 16mg or 21mg of nicotine. However, in Middle Eastern and Asian markets, consumers are more inclined towards products with lower concentrations.
We found that in the Asian and Middle Eastern markets, consumers are not accustomed to high concentrations of nicotine pouch products, with the 3mg option being more suitable for them and also more widely accepted. In contrast, in European and American markets, they tend to prefer stronger flavors and higher nicotine content.
When discussing the future market trends of nicotine pouches, Nitesh Surana believes that nicotine pouches can serve as a good alternative for quitting smoking, especially for those who are confined to indoor spaces or places where smoking is not allowed. He emphasizes once again that Pik Pouches' natural nicotine extract from plants gives their product a health advantage.
Aiming for the global market, targeting annual sales of 300 million boxes
When discussing the future plans of Pik Pouches, Nitesh Surana is confident, stating that Pik Pouches plans to further expand into the markets of the Middle East, Africa, and Asia. After successfully entering the markets of the United States and Europe, he hopes to make a breakthrough in these emerging markets as well.
I hope that Pik Pouches' global annual sales can reach 300 million boxes.
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