Gidderbaha, March 7
This town, located on the Malout-Bathinda road in the Malwa heartland of Punjab, is known for its three main produce — Sardar (leaders), Kalakaar (artists) and Naswaar (snuff). The town has given many leaders to Punjab politics including the fourth-time Chief Minister Parkash Singh Badal and former Finance Minister Manpreet Singh Badal.
Speaking of Kalakaars (artists), the town takes pride in naming Hakam Sufi, Gurdas Mann, Ashok Masti, Mehar Mittal among others as its own.
In the same way, Gidderbaha is also known for its Naswar (snuff) industry that has established its identity worldwide.
Snuff is a product made from pulverised tobacco leaves that was introduced as an effective remedy for nasal congestion. Snuff, which is generally inhaled with fingers, is also called smokeless tobacco and comes in many flavours.
The trade had a modest beginning here in the early period of the last century but now, the town has around 20 factories manufacturing snuff and some of them even boast of an ISO certification.
Surprisingly, tobacco is not cultivated around Gidderebaha. The entrepreneurs bring the raw material from the states in the Hindi heartland like Uttar Pradesh and Bihar, etc. Despite this, the popularity of Gidderbaha's snuff is not just restricted to India, but has travelled to China and many countries in Europe.
Recalling its history, an elderly snuff manufacturer Chiman Lal Wadhwa, who claims to have joined the trade in 1962, says, "The recipe for snuff was first revealed by a saint Baba Ganga Ram Ji to his disciple Khetu Ram Ji, who started manufacturing naswar somewhere around 1910, that was later famous for its brand name 5-photo.
To encash the popularity of the 5-photo brand, a number of other factories launched their own products with identical brand names like 6-photo, 7-photo, 2-photo, 9-photo, etc.
"While using snuff was fashionable in those days, the manufacturing of snuff accessories was a lucrative industry. The snuff boxes had a wide range-- from basic materials to ornate designs. The success rate of the trade was so high that various members of his family, including my ancestors, adopted this profession and set up factories in the town," said Wadhwa, who produces the 7-photo brand of naswar.
Though Gidderbaha has made its name in manufacturing snuff, the industrialists find the business graph declining mood due to a number of reasons. "The arrival of small packets of gutkas, cigarettes and other fancy products has hampered snuff trade in a drastic manner. To plug the gap in diminishing sales we are exploring new markets but it is increasing our cost of inputs," rues the owner of the 6-photo naswar, Vikas Grover.
"Though the state government has exempted our industry from VAT in Punjab, still a lot is required to keep this unique industry, the legacy of our forefathers, going," Grover further said.
This town, located on the Malout-Bathinda road in the Malwa heartland of Punjab, is known for its three main produce — Sardar (leaders), Kalakaar (artists) and Naswaar (snuff). The town has given many leaders to Punjab politics including the fourth-time Chief Minister Parkash Singh Badal and former Finance Minister Manpreet Singh Badal.
Speaking of Kalakaars (artists), the town takes pride in naming Hakam Sufi, Gurdas Mann, Ashok Masti, Mehar Mittal among others as its own.
In the same way, Gidderbaha is also known for its Naswar (snuff) industry that has established its identity worldwide.
Snuff is a product made from pulverised tobacco leaves that was introduced as an effective remedy for nasal congestion. Snuff, which is generally inhaled with fingers, is also called smokeless tobacco and comes in many flavours.
The trade had a modest beginning here in the early period of the last century but now, the town has around 20 factories manufacturing snuff and some of them even boast of an ISO certification.
Surprisingly, tobacco is not cultivated around Gidderebaha. The entrepreneurs bring the raw material from the states in the Hindi heartland like Uttar Pradesh and Bihar, etc. Despite this, the popularity of Gidderbaha's snuff is not just restricted to India, but has travelled to China and many countries in Europe.
Recalling its history, an elderly snuff manufacturer Chiman Lal Wadhwa, who claims to have joined the trade in 1962, says, "The recipe for snuff was first revealed by a saint Baba Ganga Ram Ji to his disciple Khetu Ram Ji, who started manufacturing naswar somewhere around 1910, that was later famous for its brand name 5-photo.
To encash the popularity of the 5-photo brand, a number of other factories launched their own products with identical brand names like 6-photo, 7-photo, 2-photo, 9-photo, etc.
"While using snuff was fashionable in those days, the manufacturing of snuff accessories was a lucrative industry. The snuff boxes had a wide range-- from basic materials to ornate designs. The success rate of the trade was so high that various members of his family, including my ancestors, adopted this profession and set up factories in the town," said Wadhwa, who produces the 7-photo brand of naswar.
Though Gidderbaha has made its name in manufacturing snuff, the industrialists find the business graph declining mood due to a number of reasons. "The arrival of small packets of gutkas, cigarettes and other fancy products has hampered snuff trade in a drastic manner. To plug the gap in diminishing sales we are exploring new markets but it is increasing our cost of inputs," rues the owner of the 6-photo naswar, Vikas Grover.
"Though the state government has exempted our industry from VAT in Punjab, still a lot is required to keep this unique industry, the legacy of our forefathers, going," Grover further said.
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