On September 6th, Shivam Bihani, the founder and CEO of the Indian nicotine pouch brand MYNT, shared the company's development history, market layout, and future prospects in an interview with 2Firsts. Founded 75 years ago, MYNT has been focusing on research and development and export business of nicotine pouches since entering the oral tobacco market in 2019. The company is committed to improving product taste and user experience through technological innovation.
The pharmaceutical background supports the layout of the nicotine pouch market
The predecessor of MYNT was a pharmaceutical company, which in 2019 decided to focus its energy on the nicotine pouch field. Shivam Bihani pointed out that the company's pharmaceutical experience has provided a solid foundation for the production and quality control of nicotine pouches, which is also one of the key factors that allow MYNT products to meet the strict standards of the European and American markets. The company's products are currently mainly exported to the European and American markets, as the sale of nicotine pouch products is not allowed in India. The company is optimistic about the potential for global development in the future.
MYNT faces strict regulatory requirements for the export of nicotine pouches. Shivam Bihani mentioned that the company had to comply with the FDA's PMTA (Pre-Market Tobacco Product Application) requirements when entering the US market, which not only consumed a significant amount of time and money, but also posed challenges for the company's global expansion. In addition to the US, MYNT also needs to adhere to export qualification restrictions in other countries, further emphasizing the importance of global compliance in the nicotine pouch industry.
The company's focus is on the markets in the UK and Malaysia
MYNT's nicotine pouch products come in two packaging forms: pouches and boxes, to meet the needs of different consumers. Shivam Bihani emphasizes that through technological innovation, MYNT is able to provide consumers with a better taste experience, which is one of the company's core competitive advantages. Additionally, the company pays attention to the design of the packaging and has obtained relevant patents for protection.
During the exhibition in Malaysia, MYNT expressed a strong intention to develop global exports. Shivam Bihani revealed that the company's current focus is on the UK and Malaysian markets. He believes that as nicotine pouch products gradually become more popular worldwide, more nicotine users will be able to break the habit of smoking and reduce the health risks associated with traditional tobacco products.
Confidence in the Future of Nicotine Pouches
Shivam Bihani is confident in the future of nicotine pouches. He believes that despite being a new nicotine product like e-cigarettes, there are significant differences between the two in the market, they are very different. Nicotine pouches are becoming increasingly popular among global consumers due to their smoke-free and convenient characteristics, and they have huge market potential.
In regards to the company's development plan, Shivam Bihani stated that the company will continue to focus on the nicotine pouch sector and will not consider expanding into the chewing gum or other compressed product categories. In the future, they will continue to cultivate this market and provide high-quality, safe smokeless nicotine products for consumers worldwide.
MYNT's global strategy not only demonstrates the potential of Indian companies in the nicotine pouch field, but also provides new ideas for the global development of the nicotine pouch industry.
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