Nirdosh is a non-smoking device developed by Mr. Natvarlal Bhavsar. It is a unique herbal smoking device made of 14 herbs developed as a tobacco free cigarette with medicinal values. Mr. Bhavsar is the proprietor of Maans Products (India), a family run, biri -manufacturing business with a total sales volume of Rs. 10 lakhs a year.

Current Scenario:

Nirdosh was developed by Mr.Bhavsar and over the last 8 years he has worked towards perfecting the product and increasing its sales.  Accordingly in the developmental stages, there has been systematisation of the raw-material procurement process, addition of filter, conversion of Nirdosh from biri form to cigarette and use of a handmade material for its wrapper. Though, it is still manufactured manually. The cigarette packet is currently priced at Rs. 5. In terms of promotion and publicity, the product has received favourable response from healthcare sector and film personality, Ashok Kumar. It also received free publicity via articles in newspaper and magazines about this non-tobacco smoking product. Even door – sales has received favourable response. In terms of distribution, it is through a main outlet in Ahmedabad and distribution to ordering parties and resellers through VPP.


The solution has been arrived upon using 1990 as the base year. Also it is assumed that Mr. Natvarlal currently has a manual manufacturing process with low volume output. Mr. Natvarlal intends to spend a minimal amount on publicity. All this is based on one fact that he refuses to spend 70-80lakh on mechanising the manufacturing process.


Nirdosh is a non – tobacco smoking device with medicinal values. It has a 2 fold benefit of serving people to quit smoking and also serve as a medicinal supplement for various ailments like cold, cough, headache, gas trouble and indigestion. It can either compete with cigarette manufacturing companies in the highly competitive cigarette market or the pharmaceutical industry as a medicinal tool. The market for either alternative is very large and would require sophisticated manufacturing techniques, high spending on publicity and distribution.

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Solution and Analysis:

The solution is aimed at a slow approach so as to gauge the market feedback and thereafter enhance the scope, thereby ensuring minimum risks and optimal profit.

Target Geography:  The Gujarat state should be the target area as a starting point for the first year. The idea is to keep sales volume sufficient enough to be handled by manual manufacturing and at the same time expand and solidify distribution network within the state.

Target age group: The age group below 30 years should be targeted based on the assumption that this group consists of amateur ...

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