Vardan expands reach

Vardan, a non-tobacco biri launched by Dalmia Consumer Care (DCC) in June this year, has so far reached 100 towns in the south.

The biri developed from simple Indian plants is claimed to be an alternative to tobacco by stimulating the pleasure of tobacco without the ill-effects associated with it.

The company had originally planned to make the biris available in 150 cities in the country by December 2003, and 1,250 towns by March 2005.

According to a release, to spread the reach faster, the company introduced Vardan on Wheels, a marketing concept to highlight the fatal effects of tobacco.