The Union Health Ministry has instructed all Indian states and Union Territories to identify, seize, and prosecute the sale of unapproved oral nicotine pouches. Issued in mid-September 2026, the national directive aims to curb the rapid spread of addictive nicotine products to minors through physical retail outlets, social platforms, and quick-commerce delivery apps.
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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.
Key Takeaways:
- Firm Stance:Â India will not lift, amend, or relax the ban on e-cigarettes and heated tobacco.
- PMI Setback:Â Philip Morris’s years of private lobbying for IQOS have been rejected.
- Market Impact:Â Denies PMI access to the world’s second-largest smoker population.
- Health Focus:Â Government prioritizes traditional control measures over industry-backed alternatives.
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.
Navigating airport security can be a stressful experience, and the rules around what you can and cannot carry often seem confusing, especially when it comes to items like lighters and vaping devices. For travelers flying from or within India, the regulations are particularly strict and can differ significantly from those in other parts of the world. The Directorate General of Civil Aviation (DGCA), India’s aviation authority, enforces a clear and stringent policy on these items to ensure passenger safety. Understanding these rules before you head to the airport can save you from embarrassment, delays, potential fines, and the confiscation of your belongings.
Read moreAs the global debate around e-cigarettes continues, a growing number of countries are taking a hardline stance, implementing comprehensive bans on the sale, import, and even personal use of vaping devices. Driven by concerns over public health, the rise of youth addiction, and the misuse of these devices with hazardous substances, these nations are enforcing their prohibitions with significant penalties, including hefty fines and the threat of imprisonment. For travelers and residents alike, understanding these strict regulations is crucial to avoid severe legal consequences. Here is a look at 9 countries and territories in Asia where vaping is illegal, and the penalties violators may face.
Read moreResearchers from the prestigious All India Institute of Medical Sciences (AIIMS), Delhi, have called for the Indian government to re-evaluate its complete ban on electronic nicotine delivery systems (ENDS), commonly known as e-cigarettes or vapes. In a commentary published this month in the JCO Global Oncology, oncologists Dr. Abhishek Shankar and Dr. Vaibhav Sahni argue that a total prohibition, as enacted by India’s 2019 Prohibition of Electronic Cigarettes Act (PECA), may be counterproductive and that a regulated, evidence-based approach should be considered.
Read moreThe Indian government has taken a decisive step in the fight against drug addiction among the country’s youth by banning e-cigarettes. The Director General’s office has sent a letter to police captains in all districts, informing them of the new guidelines and instructing them to take strict action against anyone found selling or delivering e-cigarettes. Read more
The Indian government announced a comprehensive ban on the production, import, and sale of electronic cigarettes. The move came in response to growing concerns about the potential health risks of vaping and the increasing popularity of e-cigarettes among young people.
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