Mothers Against Vaping, a united front of women, has raised concern about “new age tobacco devices” and appealed to the Ministry of Health and Family Welfare to impose an immediate ban on nicotine pouches and gums. In formal representations sent to both Union Health Minister J P Nadda and the Central Drugs Standard Control Organisation (CDSCO), the group recently flagged nicotine pouches as the potential “next gateway” productat targeting youth, just like vapes and e-cigarettes.
Dr Bhavna Barmi, a clinical psychologist who is on the advisory board of Mothers Against Vaping, told The Indian Express that it is a matter of high alarm that manufacturers of nicotine pouches are actively targeting impressionable teenagers through calculated marketing strategies.
“These companies are using sleek, modern packaging, colourful branding, and flavours like mint, fruit and bubble-gum to make nicotine seem fun and harmless. These subtle but powerful psychological cues make teenagers perceive nicotine pouches as a trendy lifestyle accessory and are lured into trying them out, leading to addiction. Teenagers are drawn to using them without understanding the risk, and once hooked, many may experience long-term impacts on mood regulation, impulse control, and cognitive function,” Dr Barmi said.
Global tobacco interests are falsely marketing these pouches as a safer alternative to smoking, a narrative that has already misled many young people, according to Mothers Against Vaping. Earlier, it had released a white paper titled ‘Please Stop This’, challenging the alleged aggressive attempt by manufacturers to create a market for children and teenagers.
Warrior Moms, a collective of mothers across the country working on clean air projects, has supported Mothers Against Vaping’s appeal, urging stricter enforcement, education, and parental responsibility.
‘Nothing more alarming than finding vapes hidden in school bag’
Pune-based Dr Lakshmi Nilakantan, 45, mother of two children, recalled an instance when her close friend started complaining about her 15-year-old son’s addiction to vaping.
“They stayed nearby, and it all started from friends and curiosity. The teenagers were playing box cricket in the society premises when, during a water break, someone pulled out a sleek, bright-coloured vape. No harm in a few puffs, they mentioned, while passing it around, and initially it felt harmless with fruity smells of mango, strawberry and raspberry. It did not smell like cigarettes at all,” Dr Nilakantan, a member of Warrior Moms, said.
“My friend soon started getting worried when her son started sneaking hits between classes, during lunch time, before dinner and before going to bed. Unknowingly, he was becoming addicted to vaping, his school performance and exam grades went down. He was irregular to school, feeling tired, and unhealthy. He started showing asthmatic symptoms,” she said.
Dr Nilakantan said his parents took him to the doctor who asked him whether he was smoking. “The doctor then explained to my friend and her son that vape contains nicotine, which is addictive and damaging. This episode occurred six months ago, and now my friend’s son is actively volunteering at the Rotary club, educating the younger generation about the presence of nicotine in vapes and cigarettes,” Dr Nilakantan said.
Another member of the Warrior Mom group, Sangeeta Chauhan from Delhi, said that for parents, there is nothing more alarming than discovering vapes hidden in the child’s school bag.
“Schools are stepping up with random bag checks and awareness sessions, but the ease of accessing these devices online or through peers in spite of a national ban makes it a tough battle. It is time for stricter enforcement and open conversations. We need to educate children about the risks and support them in making healthier choices. Also, parents must avoid using it in front of the kids and encouraging them to use it,” she said.
WHO recommends banning nicotine patches
In India, the government already permits the sale of medically regulated Nicotine Replacement Therapy (NRT) products, such as nicotine gums, lozenges, strips, and patches. Under the current provisions of Schedule K of the Drugs Rules, 1945, nicotine gums containing up to 2 mg of nicotine are exempt from requiring a sales licence or a prescription from a registered medical practitioner.
According to the Mothers Against Vaping group, this regulatory loophole is allegedly enabling such products to be sold over the counter without oversight or restriction, creating a pathway for potentially harmful nicotine products to enter the market unchecked.
“Nicotine pouches offer a new and novel method to deliver the toxic and addictive substance. These small packets contain nicotine powder or salts, and most of them contain 1.5 to 8 milligrams of nicotine. However, some can contain as much as 50 milligrams per pouch, which is equivalent to smoking eight cigarettes. They are colourless and odourless, and users can keep them hidden between their lips and gums, which makes it difficult for teachers and parents to detect their usage among children. Also, they don’t require spitting, making them further easy to use undetected, unlike traditional smokeless tobacco,” Mothers Against Vaping said in an official statement issued in Pune.
The group called for a complete ban on nicotine pouches and gum products and urged the government to launch a nationwide awareness programme about the health risks and addictive potential of these products. The World Health Organization (WHO) recommends banning nicotine pouches, and, in response, 26 countries have already banned them.
Vaping or electronic cigarettes are banned under the Prohibition of Electronic Cigarettes Act (2019). (Source: File) 
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