There are so many different ways to do everything in India, and this is especially true of Paan, or betel leaf chewing where Paan has been ingrained in the people’s culture and conventions. According to research using a qualitative approach to examine cultural norms, it has been found that women are more likely to chew “natural” tobacco products like Kaddipudi and Paan. Women use neurotoxins like nicotine and arecoline to compensate for the cognitive and physical consequences of iron deficiency in demanding workplaces. Thanks to The Betel Leaf Co.’s tobacco-free paan, these figures have significantly slipped as more women opt for the healthier version of paan.
The Betel Leaf Co., India’s first FSSAI-certified D2C Paan Brand is revolutionising how women have been consuming betel leaf as a long-standing addiction. This scrumptiously-smart start-up appeals to people of all ages and dietary types through an omnichannel retail format. In addition, TBLC is reinventing how we consume “Paan” while keeping intact the long-standing tradition of consuming paan after meals. This D2C Paan brand contrasts out by ensuring that all of its Paan products are 100% tobacco-free and appropriate for all ages. TBLC takes pride in maintaining consistency in quality and in offering the option of having these healthy paans delivered right to your doorstep.
“Women make up 66% of The Betel Leaf Co.’s direct consumers, revolutionising the transition in Paan’s reputation from a predominantly masculine purchase. To bring back an age-old post meal craving at the convince of your home breaking the taboo of its consumption.” Says Payal Raheja, Co-Founder, The Betel Leaf Co.
The Betel Leaf Co. raised $200K funding in the middle of May 2020; led by Mr Mohit Satyanand, a very sporadic investor and the former brand owner of the product line Cracks Chips. In December 2021, an additional $900,000 was raised from venture capitalists and serial investors, totalling $1.1 million in the previous 18 to 24-month runway. The brand plans on re-assessing another funding in December 2022, as they hit the milestone of 50 stores, and revaluate their employee base. They have 28 stores at this stage across 16 cities and a 80 + member team. The Betel Leaf Co. plans on setting up at least 50 dark stores in the next 6 months, adding some key cities Like Lucknow, Chandigarh, and Kolkata. In terms of products, they are the front leaders in innovating the worlds first Betel Leaf tea, PAAN blended Ice Cream, and a paan infused chocolate bars.
A traditional Paan is always a preferred favourite amongst consumers and generates 65% of business for The Betel Leaf Co. The remaining 35% of their revenue comes from flavour-infused Paans, such as chocolate, coffee, or tiramisu. It has come to light that even after chewing down on a flavour-infused paan, consumers turn to a Saada paan to satiate their cravings. Flavoured paans are typically preferred by people after indulging in a connoisseur-like palate, such as an Italian meal at a restaurant, after which you crave a coffee-flavoured Paan (one of the brand’s best-sellers).
The flavour-infused paans are primarily intended to address post-dinner desires specific to the cuisine of the meal you just consumed, but the classic paans provide a traditionally refreshing aftertaste. Because the leaf used by the brand is the original leaf that is grown in specific regions of India, Magai Meetha is a bestseller. The Betel Leaf Co. sources the original leaf, and a consumer can tell the difference in the taste, unlike the substitute leaves that have entered the market and are far less expensive.
The Betel Leaf Co. has observed throughout its 34-month business that, of the 8000 orders placed each month, 3000 boxes are for Magai. Betel Leaf Co., a primarily D2C business, has separated its orders into three parts: the direct orders that come through the company’s website and WhatsApp account for 25% of all orders, and about 55% come through online platforms due to the convenience of last-mile connectivity. Additionally, the brand has partnered with hotels and offline locations like five-star pub-restaurants, where roughly 10 to 15% of the revenue is generated.
Betel Leaf has won the Best Paan Award – Nationwide Hospitality Awards 2021 by Business Mint, the creative start-up award, and is also ranked 104 on Super Start-up Wednesday.
