Shudh Plus

What Shudh Plus does

Wizard Fragrances, doing business as Shudh Plus, is an Indian manufacturer and exporter of Pan Masala and allied mouth freshening products, founded in 2007 and headquartered in Gorakhpur, Uttar Pradesh, with an additional office in Kanpur. The company operates a single identifiable manufacturing facility in Gorakhpur equipped with hygienic production methods compliant with international quality standards, an in-house quality testing lab, and a research and development team that develops new blends and fragrances. Its product range spans brands Shudh Plus, Shudh Plus Ultra, Rounak, Punch Mukhi, Remix, and Amrit Plus, packaged in cans, pouches, zipper packs, and sachets. A premium Silver Leaves product line extends the range upmarket.

The company serves general consumers seeking mouth freshening products across India and international markets including Nepal. Its customer segments split between youth (Shudh Plus flagship), premium-tier buyers (Shudh Plus Ultra and Silver Leaves), lower-strata mass consumers (Punch Mukhi and Remix), and international buyers (Amrit Plus, nicotine- and tobacco-free with saffron). Products are distributed via a pan-India dealership network backed by a warehousing unit, plus a dedicated international channel for Amrit Plus, with a toll-free contact line and a product website providing additional touchpoints.

Revenue is generated through unit-priced hardware sales of branded Pan Masala products, with the Amrit Plus sachet at MRP Rs. 6 and other tier pricing not publicly disclosed. The business is privately held with no institutional investors, parent holding company, or public listing identified, and there is no evidence of funding rounds, mergers, acquisitions, or restructuring.

Name

Shudh Plus

Legal name

Wizard Fragrances

Website

https://shudhplus.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Shudh Plus (legal entity Wizard Fragrances) is a privately held Indian manufacturer and exporter of multi-brand Pan Masala products, distributing through a pan-India dealership network and exporting the tobacco-free Amrit Plus line to international markets including Nepal.

Ownership category

akta.pro rank

Product category

Pan Masala / Mouth Fresheners

NAICS

Spice and Extract Manufacturing (311942)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industries

Ethnic Spices, Herbs & Seasonings Wholesale (AFAIAIAF), Hookah Tobacco Retail (Shisha) (CRANADAJ), International Specialty Ingredients & Import Markets (CRAHAFAL)

Keywords

• Pan masala products
• Mouth fresheners
• Areca nut products
• Packaged consumer goods
• Tobacco alternatives

Headquarters

HQ city

Gorakhpur

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Pan Masala Product Sales: Manufacture and sale of Pan Masala products under multiple brand names including SHUDH PLUS, SHUDH PLUS ULTRA, ROUNAK, PUNCHMUKHI, REMIX, and Amrit Plus. Products sold in various packaging formats including cans, sachets, pouches, and zipper packs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Shudh Plus (legal name: Wizard Fragrances) manufactures and exports pan masala products under multiple brand names including Shudh Plus, Shudh Plus Ultra, Rounak, Punch Mukhi, Remix, Amrit Plus, and Silver Leaves variants. Products are formulated from areca nut, catechu, cardamom, kesar (saffron), herbs and spices, and offered in cans, sachets, pouches, and zipper packs across premium and economy price points for domestic India and international (Nepal) markets.

Product overview

Shudh Plus is a pan masala manufacturer offering a portfolio of mouth freshening products. The core offerings include Shudh Plus Pan Masala (flagship product targeting youth) and Shudh Plus Ultra Pan Masala (premium tier). Additional sub-brands include Rounak, Punch Mukhi, and Remix targeting different consumer segments. The company also produces Amrit Plus Pan Masala specifically for international markets and premium products with silver leaves. Products are available in various packaging formats including cans, pouches, zipper packs, and sachets.

Differentiator

Problem solved

Functional benefit

Brands

• Shudh Plus Ultra: Premium quality Pan Masala with a delicately balanced blend and rich trove of the finest ingredients; available in 100g tin can, pouch, and zipper packaging.
• Rounak
• Punch Mukhi
• Remix
• Amrit Plus

Products and services

• Shudh Plus Pan Masala Premium combination of quality ingredients including areca nut, catechu, cardamom and kesar (saffron). Available in can and sachet packaging. Positioned for the youth segment (Yuva logon ki damdaar pasand).
• Shudh Plus Ultra Pan Masala Premium quality pan masala with delicately balanced blend and rich trove of finest ingredients. Offers the most refined taste of exclusivity with intense purity. Available in 100g tin can, pouch, and zipper packaging.
• Amrit Plus Pan Masala Premium pan masala developed for international markets with international flavours. 100% nicotine and tobacco free mixture with herbs, spices and saffron. Functions as a breath freshener. Available in sachet packing at MRP Rs. 6. Sold only in international markets, primarily Nepal.
• Rounak Pan Masala Pan masala manufactured using quality range of ingredients. Part of the product portfolio catering to varied consumer segments.
• Punch Mukhi Pan Masala Aromatic and exotic blend of quality extracts with fine flavouring catering to the lower strata of people.
• Remix Pan Masala Aromatic and exotic blend of quality extracts with fine flavouring. Part of the budget-friendly product range.
• Silver Leaves Pan Masala Premium quality pan masala products with silver leaves included in the product range, offered as a premium-tier offering.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Zed Black (Mysore Sandal): Mysore-based manufacturer of pan masala, dhoop, and agarbatti products with multi-brand portfolio across fragrance categories. Comparable in product mix, regional manufacturing base, and multi-tier branding approach.
• Tansen Pan Masala: Indian pan masala manufacturer with multi-brand portfolio and traditional retail distribution. Comparable in product format, tiering, and target mass-market consumer base.
• Kothari Products (Pan Parag): Pan Parag is India's most iconic pan masala brand and the category-defining player. It is a direct competitor serving the same general consumer base with the same core product format across pan-India distribution.
• Manikchand Group (Manikchand Pan Masala): Manikchand is a long-established pan masala manufacturer in India with broad distribution. Comparable in product offering, target consumer, and multi-state dealership-led distribution to Shudh Plus.
• DS Group (Rajnigandha, Tulsi, Vairagya): DS Group's Rajnigandha and Tulsi are leading pan masala brands in India. Competes head-to-head with Shudh Plus across premium and mid-tier price points with comparable multi-brand portfolios and pan-India distribution.
• Patel Chai Patti: Indian pan masala and mouth freshener brand competing in the value and mid-tier with traditional retail distribution, similar to Shudh Plus's Punch Mukhi and Remix positioning.
• Vimal Pan Masala: Established pan masala brand in India competing in mid and premium tiers with pan-India distribution. Directly comparable in product format, consumer segment, and channel strategy to Shudh Plus.
• Shimla Tobacco Company (Chaini Khaini / Pan Pasand): Manufacturer of traditional pan masala and related mouth freshener products across India. Comparable in product mix, pricing tiering, and traditional retail-led distribution model.

Broad incumbents

• ITC Limited (Mysore Sandal Soap / F&B portfolio): Large Indian conglomerate with foods, personal care, and stationery portfolios. While not a direct pan masala player, it represents the broad FMCG incumbent class with superior distribution and regulatory capability that can crowd out regional players.
• Godfrey Phillips India (Four Square, Pan Vilas): Diversified FMCG and tobacco major with Pan Vilas and other mouth freshener lines. Adjacent/overlapping pan masala presence but operates as a broad incumbent across multiple tobacco and FMCG categories.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shudhplus2007
• LinkedInlinkedin.com/company/shudh-plus-pan-masala-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shudh Plus