The Indian government has firmly ruled out any relaxation of its 2019 ban on e-cigarettes and heated tobacco products, dealing a significant blow to Philip Morris International’s (PMI) long-standing efforts to introduce its IQOS device to the Indian market. The Health Ministry emphasized its commitment to evidence-based tobacco control, explicitly stating that “heat-not-burn” devices remain prohibited.

The Indian Health Ministry has confirmed that it will not reconsider the ban on electronic cigarettes and heated tobacco products. This development occurs amidst intense private lobbying by Philip Morris International, directly resulting in the continued exclusion of devices like IQOS from one of the world’s largest tobacco markets.

Government Stands Firm Against Industry Pressure

Despite a sustained, multi-year campaign by Philip Morris International (PMI) to gain a foothold in India for its flagship heated tobacco product, IQOS, the Indian government remains unmoved. In response to inquiries regarding PMI’s lobbying activities, the Health Ministry stated unequivocally, “The government of India is not considering lifting, amending, or relaxing this ban.”

India, the world’s second-largest consumer of tobacco with over 100 million smokers, banned all forms of electronic nicotine delivery systems (ENDS), including e-cigarettes and heat-not-burn devices, in 2019. The government reiterated its commitment to “evidence-based tobacco control,” dismissing industry arguments that these products offer a less harmful alternative to combustible cigarettes.

Inside Philip Morris’s Lobbying Campaign

A Reuters analysis of confidential correspondence from 2021 to 2025 reveals the extent of PMI’s efforts to sway Indian policymakers. The maker of Marlboro cigarettes engaged high-ranking government officials and parliamentary committees, urging them to:

• Conduct scientific reviews of heated tobacco products.
• Consider harm reduction strategies similar to those used for HIV/AIDS.
• Grant exemptions for “heat-not-burn” devices from the existing ban.

PMI executives, including CEO Jacek Olczak, argued that it was “illogical” for India to ban safer alternatives while allowing the sale of traditional cigarettes. Olczak claimed that the decision ignores scientific evidence showing that smoking rates decline when alternatives are available. The company even proposed bringing in international experts, including former US FDA officials, to present data supporting their case.

Market Implications: A Missed Opportunity for PMI

For Philip Morris, India represented a massive untapped opportunity. With a 76% share of the global heated tobacco market, introducing IQOS to India was seen by analysts as the “next chapter of the growth story.”

Metric	Data Point	Impact of Ban
Market Size	7th largest cigarette market globally	PMI locked out of a key growth region.
PMI Market Share	7.6% (2024) vs 1.75% (2019)	Growth limited to traditional cigarettes.
IQOS Users	35 million+ worldwide	No expansion into India’s vast smoker base.

While PMI has seen its share of the Indian cigarette market grow, it remains a minor player compared to the dominant ITC, which is partly owned by rival British American Tobacco. The continued ban cements ITC’s dominance and blocks PMI’s primary strategy for future expansion.

Public Health vs. Harm Reduction

The debate centers on conflicting views of public health. PMI advocates for “tobacco harm reduction,” arguing that shifting smokers to non-combustible products saves lives. They point to countries like Japan where IQOS has been successful. However, the Indian Council of Medical Research (ICMR) stated it has no plans to conduct research on heated tobacco products, aligning with the World Health Organization’s cautious stance on these devices.

By maintaining the ban, India is signaling that it views strict control and cessation as the only viable path, rejecting the industry’s narrative that new technology is the solution to the tobacco epidemic.