On the occasion of World Anti-Counterfeiting Day, Philip Morris India (PM India) reaffirmed its commitment to combating illicit tobacco trade through stronger enforcement, industry collaboration, and advanced supply-chain transparency measures. According to the Tobacco Institute of India (TII), illicit cigarettes account for nearly one-fourth of India’s domestic cigarette market, resulting in estimated annual revenue losses of ₹23,000 crore. The challenge has expanded beyond counterfeit cigarettes to include smuggled, banned, and unregulated products such as e-cigarettes and vapes that evade regulatory oversight.
The scale of the problem is reflected globally as well. A report by the EU-ASEAN Business Council (EU-ABC) and Euromonitor International found that the illicit tobacco market across ASEAN-6 generated an estimated US$12.6 billion in revenue during 2024–2025, with illicit cigarette sales rising by 14% and illicit e-vape sales by 24% in the past year. Additionally, ApiraSol’s April 2026 report, “Smuggled Puffs: Illegal E-Cigarette Trade Across Borders,” estimated the illicit e-cigarette market at US$47 billion in 2024, accounting for over 70% of global spending and equivalent to around 605 billion cigarettes.
Highlighting the need for stronger anti-counterfeiting regulations and coordinated action, Navaneel Kar, Managing Director, PM India, emphasized the importance of intelligence-led enforcement, industry-government collaboration, and track-and-trace systems to strengthen compliance and protect legitimate trade. Recent enforcement actions by agencies such as the Directorate of Revenue Intelligence (DRI) have led to major seizures, including nearly 3 lakh prohibited e-cigarettes and vaping devices worth over ₹120 crore, alongside significant confiscations of illicit cigarettes in Kolkata, Guwahati, Coimbatore, and Chandigarh. PM India stated that it remains committed to supporting authorities through global expertise and local partnerships to curb illicit trade and safeguard consumers.