At a recent comedy show at The Habitat, the last thing I expected was to walk out with what looked suspiciously like a packet of cannabis. As the crowd lingered in the hallway post-show, a brand representative approached us with small green sachets promising “a smoother experience.” The initial reaction was unanimous, raised eyebrows, a few nervous laughs, and the silent question: Are they really handing this out here?
A closer look, however, revealed something different: a nicotine-free, tobacco-free herbal smoking mix. No buzz, no banned substance, just a new age wellness pitch wrapped in packaging that could fool even a seasoned eye. And suddenly, the moment felt less like a comedy afterparty and more like a snapshot of how smoking alternatives are being introduced, tested, and normalized in unexpected public spaces.
Talking with theherbcompany founder Akshit Saigal spoke about how as a former smoker who had long sworn off nicotine, he still missed the familiar ritual of rolling, not the buzz, just the act. Even in college, cigarettes were never a habit, but rolling became a sensory experience he enjoyed. That curiosity led him to experiment with herbal blends at home, drawing on his mixology background. ‘If lavender pairs with lemongrass in a cocktail, he figured, why not in a smoke?’
“We do not glamorise smoking or target younger audiences. The positioning is straightforward: people will smoke anyway, so the least we can do is offer a less harmful alternative. The narrative we push across social media is rooted in “self-care”, not in the wellness-influencer sense, but in the everyday human tendency to choose a lesser evil.” said Akshit Saigal.
If you know a weekend binge will give you a hangover, you still go out, but you also pop a liver-friendly tablet. Similarly, if someone isn’t willing to give up the ritual of rolling and smoking, the brand wants to at least replace nicotine and tobacco with something gentler.
Ayush R, co-founder theherbcompany adds that the only thing they do consciously romanticise is the act of slowing down. Just like someone curates their morning tea or evening coffee, a little extra ginger today, a spicier blend tomorrow — herbal smoking, they argue, can become a similar moment of personal ritual. Whether it’s after work on a balcony or during a quiet night in, they want the product to fit into that “me-time” space without pretending to be something virtuous or aspirational, simply a mindful alternative for those who already choose to smoke.
Smoothmix, another brand in this space said that their claims of 'nicotine-free' and 'herbal' are backed by FSSAI licenses, which prove the contents of their product. “Additionally, we make sure our suppliers are compliant with agreed-upon standards and use proper practices to procure the ingredients. In spite of all of this, we try and stay away from making any bold claims, and our advertising engine is heavily reliant on word of mouth through our community, which tends to have no regulatory body, which has been the biggest contributor to our brand growth. In short, we do not advertise traditionally, but we back up the quality of our product with rigorous testing and quality standards.” said Smoothmix founders Yash Gupta & Dhwani Mankad.
Smoothmix’s target audience are primarily existing smokers who are seeking a change from the highly addictive and toxic loop of tobacco. “While new consumers who are interested in wellness do get attracted, our primary messaging is for people who want to make a change and are independent in their thinking about wellness.” Said Yash Gupta & Dhwani Mankad.
From an agency lens, the herbal smoking category is still too small, undefined, and legally ambiguous to spark major interest. “While these products avoid nicotine and tobacco, they still involve tar and inhaling smoke meaning regulators are likely to crack down once the segment grows. Agencies worry the blends are often used as mixers, making them an indirect gateway for younger users and a potential recruitment tool for tobacco. Current guidelines don’t clearly cover this space, though brands rely on disclaimers similar to smoking warnings. I believe the category will remain niche, used mostly in nightlife or occasional social settings, never approaching tobacco’s scale.” said Naresh Gupta, co-founder, Bang in the Middle (BITM).
ASCI ‘s guidelines for these products must provide all the necessary information to ensure consumers can make a truly informed choice. The primary responsibility for advertisers in this emerging category is to ensure their communication is clear, honest, and not misleading, fully abiding by the ASCI code.
“It's crucial that using terms like 'mindful' or 'wellness' do not confuse consumers or create a misleading health impression.” said Manisha Kapoor, CEO & Secretary General, ASCI.
ASCI doesn’t yet have category-specific guidelines for herbal or tobacco-free smoking alternatives, but ads for these products must still comply with the core ASCI Code, meaning they must be truthful, non-misleading, and safe. ASCI says it closely tracks new trends, and if this category grows or shows recurring problematic claims, it will step in. In such cases, ASCI typically forms a task force to study the sector and then drafts tailored guidelines to ensure responsible advertising.
For Smoothmix, promoting this product has been challenging since day 1. According to the founders, “Having advertisement restrictions is necessary, so we are glad they exist. Here's how we solved for the restrictions for Smoothmix. Firstly, we believe deeply in our hearts that glamorising smoking cannot become our voice, which alone has helped us keep a confident tonality, yet not glamorize the action. That being said, we used clever imagery and niche terminology drawn directly from the culture to resonate more with our audience, whilst not creating unwanted attention or misunderstandings. Being a part of the culture helped us in talking like the culture.”
Herbal smoking may not be the next FMCG gold rush, nor is it poised to dethrone Big Tobacco anytime soon but it is quietly rewiring India’s smoking culture in odd, amusing, and strangely thoughtful ways. From comedy show corridors to curated “me-time” routines, the category sits in a grey zone where wellness, rebellion, and ritual intersect. And for now, that’s exactly where it thrives.
What’s most interesting isn’t the product itself, but the characters powering the category: former smokers who miss the roll, mixologists-turned-herbal alchemists, founders who speak the language of “lesser evils” with disarming honesty, and consumers who count macros all day but light up a chamomile-laced J at night because “balance.” It’s a demographic that doesn’t want to quit the ritual — just the guilt.
So where does this leave India’s mindful smoking movement? In a delightfully unpredictable place. A niche destined to stay niche, but one that pushes big questions about habit, harm, and how much we’re willing to negotiate with our vices. Whether you see these blends as clever alternatives or cleverly marketed indulgences, one thing is clear: the smoke signals are rising. And for now, they’re herbal.
