|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Mast Banarasi Paan aims to transform paan experience via café- format
|
|
Friday, 21 August, 2026, 08 : 00 AM [IST]
|
|
Anurag More, Mumbai
|
|
Mast Banarasi Paan is seeking to transform the traditional paan experience through a modern, organised and family-friendly café format, according to P.N. Thakur, CEO of the brand.
Thakur said the idea emerged from observing that paan shops across India were largely unorganised and often associated with negative perceptions despite the product’s widespread popularity. He believed the category could benefit from improved presentation, hygiene and customer experience.
Following his education at Banaras Hindu University and an MBA in Marketing and International Business, Thakur spent nearly three years on research and development before launching Mast Banarasi Paan in 2016.
According to Thakur, Mast Banarasi Paan became an early organised player to introduce the paan café concept, positioning paan as a structured, café-style experience suitable for consumers across age groups.
The brand’s portfolio ranges from everyday paan priced between Rs 30 and Rs 100 to special offerings for celebrations and premium variants priced up to Rs 2,100. Thakur said modern consumers increasingly value hygiene, ambience and presentation, factors that were largely absent from the traditional paan-shop format.
A key element of the brand’s positioning is its 100% tobacco-free offering. Thakur said the company views paan as a natural product, with betel leaf, areca nut and traditional fillings forming its core ingredients. Sweetness is generally derived from ingredients such as gulkand rather than artificial sources.
The company is also exploring product diversification to build on this natural positioning while expanding its retail footprint and strengthening its logistics, warehousing and supply-chain capabilities.
Hygiene and consistency remain central to the company’s expansion strategy. Mast Banarasi Paan operates multiple franchise formats, including premium outlets, cafés and kiosks. According to Thakur, all formats follow standard operating procedures, undergo structured training and adhere to common hygiene standards, irrespective of location.
The company also maintains quality-control standards for ingredients and preparation. Thakur said investments in warehousing and supply-chain infrastructure are intended to ensure consistency as the network expands.
Mast Banarasi Paan currently has more than 400 outlets across over 320 cities in more than 20 states, according to Thakur. Its partnerships with food-delivery platforms Swiggy and Zomato have further expanded its reach, with online delivery contributing approximately 15–20% of revenue.
Scaling the category nationally, however, has involved challenges, particularly around changing consumer perceptions of paan. Thakur said the category was historically viewed as unorganised and closely associated with tobacco and poor hygiene. Financial constraints also marked the company’s early years, with co-founder Maya Kumari contributing her personal savings to support the business.
Thakur believes the organised paan café segment remains significantly under-penetrated in India. While traditional paan stalls are widespread, he said there is considerable scope to modernise the category through improved hygiene, presentation and customer experience. The company plans to continue pursuing this opportunity through a franchise-led expansion strategy.
Changing perceptions around paan consumption has also been a key part of the brand’s journey. Thakur said the company’s tobacco-free positioning has helped create a broader appeal among families and younger consumers, with the product increasingly being viewed as a refreshing experience rather than merely a habit.
As the business grows, Mast Banarasi Paan is also looking at sustainability and operational efficiency. Thakur said current efforts are focused on strengthening warehousing and supply-chain capabilities, while the company continues to explore new products and store formats.
With everyday offerings positioned at accessible price points alongside premium products, the company aims to balance affordability with quality. Thakur said standardised franchise formats, supported by investments in sourcing, warehousing and logistics, are helping the brand maintain consistency across its expanding network.
The company’s immediate focus remains on opening new stores and strengthening its backend infrastructure, while Thakur sees longer-term potential for taking the organised paan café concept to international markets.
|
|
|
|
|
|
|
|
|
|