New Delhi, 10th November, 2025: KT&G, has engaged S.S. Rana & Co., a leading law firm, to launch a decisive legal initiative to tackle counterfeit and illicit ESSE products across India. SS Rana and KT&G has issued over 130 legal notices to the people and retailers doing illegal trade of Esse in Delhi NCR Region. KT&G will also be planning a national crackdown in states like Karnataka, Tamil Nadu, Maharashtra and Hyderabad beginning from this month.

Globally, 11.6% of cigarettes consumed are illicit, causing $40.5 billion in tax losses. In India, the challenge is particularly acute, with illicit and smuggled cigarettes accounting for nearly one-fifth of the market.

KT&G has expressed serious concern over the unauthorized use of the ESSE brand and the infiltration of illegal trade channels that harm both consumers and the company’s reputation. These counterfeit products fail to meet national health and safety standards and pose significant risks to public health.

Commenting on the crackdown initiative, Mr. Young-Hun Kim, Director of IP Division, KT&G HQ said, “Illicit and counterfeit cigarettes pose a serious threat to India’s economy, public health and consumer trust. With illicit cigarette volumes reaching 30.2 billion sticks in 2022, India is among the largest markets for illegal trade after China and Brazil, causing an estimated INR 13,331 crore loss in government revenue. KT&G is firmly committed to preventing misuse of the ESSE brand and ensuring that consumers have access only to safe and authorized products.

Mr. Kim strongly informed that inquiries regarding genuine ESSE products in India may be directed to KT&G’s official distributor, Kedara Trading LLP, which is the only authorized channel permitted to distribute and sell legal ESSE products in India.

Spokesperson of Kedara Trading LLP, added: “Illicit and counterfeit cigarettes remain a serious threat to India’s economy, enforcement mechanisms and public health. Their sale not only undermines government revenue but also impacts Indian tobacco farmers whose produce is bypassed in favour of imported raw materials used in smuggled cigarettes. KT&G, committed to the highest integrity, is working to protect both consumers and government interests.”.”

As part of this initiative, KT&G has warned that strong civil and criminal proceedings will be pursued against any manufacturer, distributor, wholesaler, or retailer involved in these unlawful activities. Beyond legal measures, the company will work with enforcement agencies to monitor smuggling networks, ensure strict compliance with the government’s new track-and-trace system under the Finance Act 2025, and educate consumers about the risks of buying from unauthorized sources.

KT&G urges the public to purchase ESSE products only from authorized and verified channels. Illicit products are not produced to the required health department guidelines and may endanger consumers. Illicit products not only evade mandatory pictorial health warnings but are also sold at artificially low prices, misleading consumers into believing they are safer. Such products are not produced to the required health guidelines and may endanger lives.

About KT&G 

KT&G, the manufacturer of the global brand ESSE, is a leading Korean corporation with a leading player in the global tobacco industry. It sells 870 brands across 148 countries as of 2024.