[By 2Firsts] During the 2025 World Vape Show in Dubai, 2Firsts interviewed two key figures from Dholakia Tobacco and its nicotine pouch brand Rush: CEO Nihar Dholakia and Head of Marketing for the UK and EU, Rahoul Naik. The conversation focused on brand development, global expansion strategies, and the challenges of transitioning from traditional tobacco manufacturing to the smoke-free nicotine alternatives sector.
From Indian Tobacco Heritage to Smoke-Free Innovation
Founded 150 years ago in Gujarat, India, Dholakia Tobacco is a typical family-owned enterprise, having started with snuff and chewing tobacco before evolving into a global tobacco manufacturer. In 2016, the company identified the potential of nicotine pouches as a "smoke-free, tobacco-free" alternative and launched its research and export strategy accordingly.
Although nicotine pouches are not yet legal in India, Dholakia Tobacco exports 100% of its products to over 35 countries, including those in Europe, the United States, Latin America, the Middle East, and Africa. The company adheres to pharmaceutical-grade production standards, using GMP-certified processes and FDA-approved ingredients to ensure safety and consistency. “Our goal is to be recognized globally for high-quality nicotine pouches. We will never compromise our standards for the sake of market differences,” Naik stated.
Differentiation Through Storytelling, Transparency, and Localization
Since its launch in 2017, Rush has aimed to differentiate itself in a saturated market through a combination of ingredient transparency and brand storytelling. Packaging emphasizes clear ingredient information and usage guidance, while brand communication focuses on lifestyle themes—incorporating sports, music, and cultural elements to foster emotional connection with consumers.
According to Nihar Dholakia, Rush's two core competitive strengths are packaging and narrative. “We don’t want consumers to just use the product—we want them to be part of a lifestyle,” he explained.
Rush is currently present in key markets such as the United States, Mexico, Japan, and the Middle East. The brand has also identified India, Pakistan, Kenya, and other emerging markets as priorities for future expansion. To meet the varying preferences in flavor and nicotine strength across different regions, Rush has implemented a local feedback-driven product iteration mechanism.
Notably, Rush maintains a flexible approach to its supply chain. Nihar pointed out that, unlike e-cigarettes which are often manufactured in centralized hubs, the nicotine pouch industry will likely develop with more distributed production. “We don’t believe in concentrating everything in one place. We adapt our production based on local regulatory and market conditions,” he said.
Strategic Discipline in a Complex Industry Landscape
When asked about ZYN’s dominance in the U.S. market, Nihar acknowledged the brand's success, citing its strong distribution and R&D capabilities. However, he emphasized that Rush will not imitate competitors but will follow its own path. Looking ahead, Rush will focus on two main priorities: deepening its brand story and advancing product innovation.
Regulatory uncertainty remains a key obstacle in many markets. Naik noted that in countries lacking clear frameworks, both retailers and consumers often question the legal status of nicotine pouches. Dholakia Tobacco plans to continue investing in public education and engaging with regulators. “We want people to understand that nicotine pouches are not the same as tobacco products—but they also need proper oversight,” he said.
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