India has definitively ruled out relaxing its 2019 ban on e-cigarettes and heated tobacco products, delivering a significant blow to Philip Morris International (PMI). Despite a four-year private lobbying campaign aimed at introducing its flagship IQOS device to the Indian market, the Health Ministry confirmed that the prohibition stands firm. This decision effectively shuts the door on the “heat-not-burn” category in the world’s seventh-largest cigarette market, where tobacco use claims over a million lives annually.
Key Takeaways
- The Verdict: India’s Health Ministry stated it is “not considering revoking, amending or relaxing” the ban on e-cigarettes and heated tobacco.
- Lobbying Failure: Philip Morris spent four years privately lobbying officials to exempt IQOS, citing harm reduction arguments.
- Market Impact: The decision blocks PMI from expanding its 7.6% market share via its most lucrative alternative product.
- Scientific Stance: The Indian Council of Medical Research (ICMR) refused to review data on heated tobacco, sticking to “evidence-based” control.
Strategic Blow to Philip Morris’ “Smoke-Free” Ambitions
The rejection represents a major strategic setback for the tobacco giant. Philip Morris had viewed India as a critical growth frontier for IQOS, which already boasts over 35 million users globally. CEO Jacek Olczak called the decision “illogical,” arguing that keeping the market closed to alternatives while allowing combustible cigarettes ignores scientific data on harm reduction. However, the Indian government remains unmoved, maintaining that the 2019 law explicitly prohibits heat-not-burn devices and that this legal stance will not change.
Timeline: The Failed Lobbying Campaign
A review of confidential documents reveals the extent of PMI’s efforts to sway New Delhi.
| Year | Action | Outcome |
|---|---|---|
| 2019 | India bans all e-cigarettes & heated tobacco. | Market closed to Juul and IQOS. |
| 2023 | PMI compares tobacco harm reduction to HIV/AIDS policy (condoms). | Argument rejected by officials. |
| Jan 2025 | PMI executives meet Indian officials at Davos. | No policy shift achieved. |
| Now | Health Ministry confirms ban is permanent. | Final Rejection. |
Why India Said No
The Indian government’s refusal is rooted in a strict interpretation of public health priorities. While PMI proposed bringing in former US FDA officials to present data showing IQOS as a safer alternative, the Indian Council of Medical Research (ICMR) stated it is “not considering or undertaking any research” on the subject. This indicates a fundamental disagreement on “harm reduction”: while PMI views heated tobacco as a solution, India views it as another addiction vector to be suppressed alongside traditional cigarettes.
Will IQOS ever be legal in India?
Highly unlikely in the near future. The government’s statement is categorical (“not considering revoking”), and the refusal of the ICMR to even review new data suggests the door is firmly bolted.
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