BACKGROUND: South Asia's shared colonial history has led to the establishment and large-scale industrial production of tobacco in the region. Smoking prevalence is presently reported to be 46.2% (2017) in Bangladesh, 36.2% (2020) in Sri Lanka, 19.1% (2014) in Pakistan, and 19.1% (2016-17) in India. The bidi industry predominantly operates in household settings as an unorganized sector. Interestingly, to compete with global cigarettes, bidi brands in South Asia have expanded into food, textiles, and wholesale businesses.
METHODS: The study used secondary data from the Tobacco Pack Surveillance System to enlist bidi brands from India, Bangladesh, Sri Lanka, Pakistan, and Nepal. A literature search on Google Scholar was added to the list and constituted a study sample. Social media handles of the sampled brands were explored for bidi brands' diversification to other businesses.
RESULTS: The popular bidi manufacturers from all five countries have diversified into successful businesses such as fast-moving consumer goods (FMCG), agri-business, hospitality and hotels, textiles, etc. Operating under the same or different names, they gain market influence and improved brand reputation which can positively impact the perception of their bidi products. Nonetheless, this narrative pertains solely to the recognized and registered brands, while a more substantial segment of the market in South Asia remains unregistered unlike the cigarette industry.
CONCLUSIONS: The diversification and transformation of an informal sector such as bidi creates a deceptive impression of welfare, a trend similar to the cigarette industry. This scenario highlights the need for regulatory norms in the region by the national governments for responsible business conduct. And to protect such norms and policies and tobacco control largely, from commercial and other vested interests of the tobacco industry, adoption of WHO FCTC Article 5.3 policy guidelines is the way forward.