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Last updated: 27 Sep, 2014  

Godfrey Phillips India Launches Pan Vilas Silver Dewz Elaichi

PR Newswire | 09 Sep, 2014
AHMEDABAD, India: Godfrey Phillips India (GPI), a leading company of Modi Enterprises, diversified into tea, confectionery, tobacco and also known for its Pan Vilas Pan Masala, today announced the launch of new product - Pan Vilas Silver Dewz - a premium mouth freshener under the Pan Vilas brand. The new product was launched by Kolkata Knight Riders (KKR) team players - Yusuf Pathan, Piyush Chawla, Suryakumar Yadav along with Venky S. Mysore, CEO & MD of Kolkata Knight Riders.
Staying true to its commitment of offering consumers premium quality products and best-in-class experience, Pan Vilas Silver Dewz is prepared from the finest cardamom seeds from Munnar, Kerala and is coated with pure, super thin, silver leaves. The product seeks to expand Pan Vilas's range of offerings and provide more choice to discerning customers.

Pan Vilas Silver Dewz has been developed specifically for the Indian palette at Godfrey Phillip India's high-end manufacturing facility in Ghaziabad. The product's tagline - 'Rich Refreshing Taste' resonates well with the target audience across all age groups and the cricket-loving nation. Team KKR along with the team owner Shahrukh Khan will provide a powerful platform to elevate the brand profile, reach and connect. A series of marketing activities with extensive digital campaigns are planned with the KKR team for the upcoming festive season. In a recorded video message for the media played at the press conference, Shahrukh Khan said, "Kem Chho Amdavad! Maja ma?! Kolkata Knight Riders is delighted to be associated with Pan Vilas Silver Dewz elaichi! We love the rich and refreshing taste of Silver Dewz and I know you all will love it too. Try karo, fun karo, zaroor share karo! Let's all make it a hit!"

Commenting on the launch of Pan Vilas Silver Dewz, Nita Kapoor, Chief Operating Officer - Domestic, Godfrey Phillips India Ltd. said, "Pan Vilas Silver Dewz is the latest addition to our product portfolio and we thank our discerning customers for their trust and loyalty. Elaichi is a natural product extension for us and with our strong distribution network we are confident of achieving a 10% share in key markets within a year's time."

Launching the new product, Shailesh Khurana, Business Head & Vice President - Chewing & Confectionary Business said, "With the launch of Pan Vilas Silver Dewz, the brand has entered into the flavoured elaichi category. The category size is estimated to be Rs. 200 crores annually and has shown double digit growth in recent years. We are also happy to announce our product's association with the KKR team which stands for excellence and achievement. The mouth freshener market, with its continued double digit growth, is expected to become the key growth driver of the approx Rs. 10,000 crores chewing and confectionery space. We will be looking at launching more products in the premium segment of this market to further strengthen the Pan Vilas franchise. Extensive research and lot of consumer insights have aided our R&D team to develop this premium product, which is expected to be an instant hit with the consumers."

Pan Vilas Elaichi will be launched in two phases to begin with. In phase 1, the product will be launched in Gujarat, UP, Delhi, MP and Rajasthan and Phase 2 will cover Maharashtra and West Bengal.

The product certified by FSSAI is untouched by human hands, purely vegetarian with the silver coating machine and is made of the purest quality.

About Godfrey Phillips India Limited

Godfrey Phillips India, a flagship company of the diversified K. K. Modi Group, is one of the largest players in the Indian cigarette industry with an annual turnover of over Rs. 4,220 crores (2013-14) and has expanded business interests in tea, pan masala and confectionary. The company manufactures some of the most popular cigarette brands in the country like Four Square, Red and White, Cavanders, Tipper and North Pole. Additionally, Godfrey Phillips India also manufactures and distributes iconic brand Marlboro under a license agreement with Philip Morris.

Godfrey Phillips India has also launched Pan Vilas pan masala three years ago and has already shown great potential with positive outcomes. Recently Raag, a popular pan masala, endorsed by Pan Vilas was launched for faster adoption and higher marketing efficiency. Together, the two brands are poised to significantly further the company's presence in the pan masala category.

Godfrey Phillips India's concerted efforts in Tea City has led to the success of Symphony and Super Cup Tea. The company has forayed into the highly competitive confectionary segment with Fundamint and FundaGoli using their extensive distribution launch to have a pan India reach.

Godfrey Phillips India has also spread its footprint into the international markets. Today, the international division collaborates with some of the top players in the international tobacco industry to assist them in marketing their products and providing various professional and expert services including contract manufacturing, cut tobacco, smoke analysis and various other consultancy services. Many countries from the Middle East to West Africa, South East Africa, South East Asia, East Europe, Australia, South America and Central America have been added to the portfolio. The international division also exports bulk and specialty teas to Germany, USA, Japan, UAE, Kazakhstan and Iran.

Godfrey Phillips India has always been proactive with corporate social responsibility initiatives such as - Godfrey Phillips Bravery Awards, Amodini - women's empowerment project, various GAP (Good Agricultural Practices) and support programmes for tobacco farmers and stringent environmental management by manufacturing facilities.


Media Contact: Pooja Sikka,, +91-9811708711, Image Public Relations

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