New Delhi, May 29 -- Marked on May 31, the upcoming World No Tobacco Day 2025 challenges us to unmask the appeal of nicotine products as India confronts a sophisticated and evolving threat from the tobacco industry's strategic rebranding as 'wellness' companies.

These companies are now selling addiction in sleeker, flavoured forms. Behind the colourful pouches and influencer-promoted lozenges lies a calculated industry pivot aimed at capturing new markets as traditional smoking declines. This transformation demands urgent scrutiny, especially in a country with over 270 million tobacco users, standing at a crucial regulatory crossroads.

Rising addiction in a post-smoking world While global cigarette smoking rates are falling, nicotine a...