Mast Banarasi Paan’s Success Story: How An MBA Graduate Built A Tobacco-Free Brand

Since ancient times, paan has been more than just a mouth freshener. Among the Nawabs of India, especially in cities like Lucknow and Hyderabad, it symbolised sophistication and tehzeeb, making it an integral part of royal cuisine. Even today, paan remains a popular post-meal indulgence, with countless paan vendors found across villages and cities alike. However, few could have imagined that this humble tradition would one day evolve into a successful nationwide brand with hundreds of outlets.

Mast Banarasi Paan, India's pioneering tobacco-free paan franchise, was founded in 2016 by Panchanand Thakur with the vision of bringing the authentic and sacred taste of Banarasi paan to every corner of the country. Headquartered in Noida, the company transformed paan from a traditional after-meal refreshment into a modern, café-style dessert experience. Today, the brand has expanded across more than 20 states and over 320 cities in India, serving nearly one lakh paans every day.

According to the company profile, the idea for the business emerged from observing how widespread paan shops were across India despite the sector remaining largely unorganised and unchanged for years. Thakur, an MBA graduate in Marketing and International Business from Banaras Hindu University, reportedly spent nearly three years on research and development before launching the brand. His early work experience at Hindustan Times also helped him gain valuable insights into branding and consumer behaviour.

"The idea was never just about selling paan," Mr. Panchanand Thakur, Founder of Mast Banarasi Paan told FirstIndia in an earlier interview. "It's about changing perceptions, eliminating tobacco consumption, and celebrating the richness of Indian taste. We wanted to create a brand that blends health, heritage, and happiness."

Mast Banarasi Paan has also built its identity around innovation. Its menu ranges from classic meetha and silver paan to fusion varieties such as chocolate, mango, and fire paan, catering to customers with different tastes and moods. The company further diversified its offerings with products priced between Rs 30 and Rs 100 for regular customers, while premium paan options designed for weddings and special occasions can cost up to Rs 2,100. These unique flavours quickly gained popularity among younger consumers seeking new and exciting food experiences.

The brand also places strong emphasis on hygiene and quality, using premium ingredients to maintain freshness and purity in every bite. It sources natural betel leaves from regions such as Kolkata and other parts of West Bengal.

Nearly a decade after its launch, the brand continues to strengthen its presence through its quality-focused products and franchise-driven business model. Beyond selling paan, the company is also creating entrepreneurial opportunities through its low-investment, high-return franchise system, helping aspiring business owners start their ventures with a trusted and proven concept.

Franchise partners are provided end-to-end support, including raw material supply, staff training, branding assistance, billing software, marketing promotions, and 2D/3D outlet design services. The franchise formats are also flexible, catering to various business setups such as cafés, kiosks, food courts, restaurants, and even mobile outlets.