Full Breakdown
India Maintains Ban on E-Cigarettes, Rejects Philip Morris' Lobbying Efforts
2/12/2026, 6:12:49 AM
Government's Firm Stance on Tobacco Control
India has reaffirmed its ban on e-cigarettes and heated tobacco products, explicitly rejecting calls from Philip Morris International to allow its IQOS device in the country. The Union health ministry stated that it is not considering any amendments to the 2019 prohibition, which includes heat-not-burn devices marketed as reduced-risk alternatives to traditional smoking. This decision reflects India's commitment to evidence-based tobacco control, as the country grapples with over a million tobacco-related deaths annually.
Philip Morris' Lobbying Campaign
Philip Morris, the maker of Marlboro cigarettes, has identified India as a potential growth market for its flagship heated tobacco product, IQOS. The company has engaged in extensive lobbying efforts, including confidential correspondence from 2021 to 2025, urging Indian authorities to reconsider the ban based on scientific evidence. Philip Morris proposed presentations by global experts and sought collaboration with the Indian Council of Medical Research (ICMR) to review the health implications of heated tobacco products. However, the ICMR has confirmed it is not undertaking any research on these devices.
Market Context and Implications
India is the seventh-largest cigarette market globally, with over 100 billion cigarettes sold annually. Philip Morris has seen its market share in India grow from 1.75% in 2019 to an estimated 6% in 2024, according to Euromonitor. Analysts suggest that allowing IQOS could significantly expand Philip Morris' footprint in the Indian market, providing a new avenue for growth as other key markets mature. Despite this potential, the Indian government remains focused on strict tobacco control measures, emphasizing cessation and regulation over the introduction of alternative nicotine delivery products.
Criticism of the Ban
Philip Morris' CEO, Jacek Olczak, criticized India's decision, describing it as "illogical" that the market permits traditional cigarettes but not alternatives like IQOS or vapes. He argued that access to smoking alternatives could lead to a decline in smoking rates. The company has pointed to regulatory approvals in other countries, such as the U.S. Food and Drug Administration, which has allowed IQOS marketing with certain public health claims. However, the World Health Organization has raised concerns about the health risks associated with heated tobacco products.
Conclusion: A Commitment to Tobacco Control
India's decision to maintain the ban on e-cigarettes and heated tobacco products underscores its prioritization of public health and adherence to precautionary tobacco control policies. The ongoing regulatory debate between harm reduction strategies and strict prohibition continues to shape the landscape of tobacco regulation in emerging markets. As Philip Morris seeks to expand its market presence, the Indian government's firm stance signals a commitment to reducing tobacco-related harm through regulation rather than introducing alternative products.
