Mothers Against Vaping, a collective of concerned parents focused on curbing the spread of new-age tobacco devices, has appealed to the Ministry of Health for an immediate ban on nicotine pouches and gums. The group has called for urgent regulatory action to address what it identifies as a growing addiction trend among teenagers.
In its formal representations to the Union Health Minister and the Central Drugs Standard Control Organisation (CDSCO), the group has flagged nicotine pouches as the potential “next gateway” product targeting youth. It argues that these pouches are being falsely marketed by global tobacco companies as a “safer alternative” to smoking, misleading many young people.
Mothers Against Vaping has further alleged that multinational tobacco corporations are attempting to enter the Indian market by using licensed pharma companies as intermediaries. According to the group, one such corporation has recently acquired an Indian pharmaceutical and nutraceutical firm and applied for a drug licence to introduce nicotine pouches. The group claims that this move is an attempt to bypass existing tobacco control laws.
The group has also raised concerns over the influence of global tobacco companies on public policy and scientific research. Referring to its earlier white paper titled Please Stop This, Mothers Against Vaping alleges that large tobacco firms are actively commissioning research and shaping public policy to promote their products. The paper cites the example of Japan, where a consultancy firm, FTI Innovations (FTI-I), was allegedly paid $300,000 annually between 2015 and 2019 to support studies at Tokyo University. These studies were then presented to the Japanese Ministry of Finance to influence taxation policies in favour of heat-not-burn devices (HNBs).
The World Health Organization (WHO) has warned that the global tobacco industry is using new products such as nicotine pouches to secure influence over policy decisions. According to WHO, these companies aim to delay or weaken public health measures.
In light of these developments, Mothers Against Vaping has submitted three key recommendations to the Indian government. First, it has asked for an investigation into the background of pharmaceutical companies applying for licences to market nicotine pouches, particularly those owned or funded by tobacco corporations. Second, the group has called for a complete ban on all nicotine pouches and gums, including flavoured variants regardless of nicotine content. Third, the group has requested the launch of a nationwide public awareness campaign to educate young people and non-smokers about the health risks associated with these products.
According to the minutes of the Subject Expert Committee (SEC – Neurology & Psychiatry), proposals from several firms, including Fertin India Private Ltd., Lyrus Lifesciences Private Ltd., Leaf Fibre Private Ltd., and Harsh Nutricare Private Ltd., to introduce nicotine pouches are currently under discussion with CDSCO.
Under existing Indian regulations, nicotine gums containing up to 2 mg of nicotine are exempt from requiring a prescription or sales licence under Schedule K of the Drugs Rules, 1945. This exemption enables over-the-counter sale of such products, which the group claims is allowing them to enter the market without sufficient oversight.
Nicotine pouches are small packets containing nicotine powder or salts. Most contain between 1.5 and 8 milligrams of nicotine, with some containing up to 50 milligrams per pouch, equivalent to approximately eight cigarettes. These pouches are odourless and colourless and can be hidden between the user’s lips and gums, making them difficult to detect. They also do not require spitting, unlike traditional smokeless tobacco.
Commenting on the issue, Dr Bhavna Barmi, Clinical Psychologist and Founder of Happiness Studio, and a member of Mothers Against Vaping, said, “It is a matter of high alarm that manufacturers of nicotine pouches are actively targeting impressionable teenagers through calculated marketing strategies. These companies are using sleek, modern packaging, colourful branding, and flavours like mint, fruit and bubble-gum to make nicotine seem fun and harmless. These subtle but powerful psychological cues make teenagers perceive nicotine pouches as a trendy lifestyle accessory and are lured into trying them out, leading to addiction. Teenagers are drawn to using them without understanding the risk, and once hooked, many may experience long-term impacts on mood regulation, impulse control, and cognitive function.”
Dr Rajesh Gupta, Director of Pulmonology at Fortis Hospital and also a member of Mothers Against Vaping, said, “These products are often marketed as ‘smokeless’ or ‘tobacco-free’, but that doesn’t make them harmless. It should be highlighted that nicotine itself is a powerful chemical that can cause real, lasting damage, especially in developing bodies. There are many studies that have shown that nicotine alters brain development, and in teens it can cause elevated heart rates, high blood pressure, frequent headaches, nausea, and even early signs of cardiovascular strain. Nicotine can also impair immune function and disrupt sleep cycles, both of which are essential for healthy adolescent growth and development. Teens are being misled into thinking these pouches are safe or ‘clean’ alternatives when in reality they are exposing themselves to a highly addictive substance that harms their bodies in multiple ways.” He added, “We need stronger public health messaging and regulatory oversight to push back against this deceptive narrative. Our youth deserve honest information, not marketing tactics that put their long-term health at risk.”