The Proliferation of Illegal E-cigarette Sales in India

Key points:

Despite the e-cigarette ban implemented in India since September 2019, e-cigarettes are still being illegally sold through online and offline channels across the country, with customs and checkpoints frequently seizing illegal e-cigarettes.

According to a study by the Public Health Foundation of India, 66.6% of respondents learn about e-cigarettes through social media, with Instagram being the most popular platform. Many e-cigarettes are purchased through social media and online platforms.

Many small vendors are still quietly selling e-cigarettes in defiance of the ban, with their various flavors and smooth mouthfeel especially appealing to first-time users, leading to widespread availability of e-cigarettes in India.

According to a report from Mediaindia on March 18th, data shows that despite strict crackdowns by the Indian government on e-cigarettes, illegal sales activities both online and offline continue to flourish.

On September 18, 2019, India implemented a ban on e-cigarettes, which includes restrictions on production, manufacturing, import, export, transportation, sale, distribution, storage, and advertising.

Despite regulations in place, e-cigarettes are still being sold in various parts of India. According to a study by the Public Health Foundation of India (PHFI), 66.6% of respondents learned about e-cigarettes through social media, with Instagram being the most popular platform. Reports also indicate that e-cigarettes are often purchased from tobacco shops, grocery stores, and online platforms.

Customs and checkpoint officials (ICP) intercepted an illegal e-cigarette worth 27.5 million Indian Rupees (320,000 USD) during a large-scale operation at the Raxaul railway station in Bihar state near the Indonesia-Nepal border at the end of 2024.

According to a study conducted by the George Institute for Global Health in 2023, approximately 61% of 15-30 year old Indians have never used an e-cigarette, but there is a high likelihood that they may try it in the future. The survey revealed that 51% of Indian respondents are interested in e-cigarettes, 49% said they would use it if offered by a friend, and 44% plan to try it within the next year.

A report by the US National Library of Medicine found that 83 online stores in India are illegally selling e-cigarettes. Among them, 61.4% were discovered through Google searches, followed by social media. It is worth noting that nearly half of the Indian online stores appeared after the ban in 2019.

An anonymous user stated that the easy availability and appeal of e-cigarettes have significantly reduced the barriers to entry. Many small vendors are still secretly selling e-cigarettes despite the ban in place.

Despite the ban, e-cigarettes are still easily accessible. Local vendors, including small betel nut shops, are quietly stockpiling and selling devices and refill cartridges in common smoking social circles. The variety of flavors and smooth sensation make it particularly attractive to first-time users. E-cigarette brands are still widely available in India.