Due to a distance between the carbon tip and the tobacco and other proprietary features, it results in the tobacco heat never exceeding 350 degrees centigrade. Phillip Morris
says its research shows that the product while giving the same delivery of nicotine to smokers, does not produce the toxic and carcinogenic effects of cigarette smoking
known as harmful and potential harmful constituents or HPHC.
HPHC happens when tobacco is burnt at over 400 degrees centigrade. The company’s studies have shown that there is on average a 90-95 per cent decrease in HPHC.
Speaking to Business Standard
, Alexander Reisch, managing director, Phillip Morris India said: “We are here to stay in India for the long term. We have various alternatives after the ban, one of which is the heated tobacco product which we have developed and it does not have any electronics system, is less harmful than the cigarette, but can be priced competitively within the same range.”
He said the company will continue to provide scientific information to lobby for a reversal of the government’s e-cigarette ban. Currently an ordinance, the ban has yet to be passed into law by Parliament.
Reisch said that while Phillip Morris has no issue with the new product being broadly regulated by COTPA, it will try to persuade the government to tweak the rules and create a separate category within the legislation for heated products.
That way, the company will be able to communicate in the packaging the message that the product is less harmful than normal cigarettes in order to educate consumers on the difference. Under current law, tobacco companies
cannot advertise and have to put in pictorial warnings on the packs – images that include a skull and cross bones and warnings of the harmful effect of smoking.
If things go according to plan, Phillip Morris might be selling the new product through Godfrey Phillips India in which it has a 25.1 per cent stake with K K Modi. It already sells its famous Marlboro brand though a JV with Modi’s in India.