Assessment of sale of nicotine replacement therapy at paan and chemist shops in noida city- a cross sectional study to promote its sale through social marketing

Objectives: To understand the trend of sale of Nicotine Replacement Therapy (NRT) at various Paan (betel quid) and Chemist shops across Noida city and devise a model to promote its social marketing. Methods: A pre tested, pre validated questionnaire was administered to 136 Paan and 136 Chemist shopkeepers. Questions like the availability of NRT, most common forms sold (chewing gums, patches, E-cigarettes etc.), most popular brand at both the settings, whether or not patients buy the product with prescriptions and estimated monthly sale were asked. Descriptive statistical tests were employed using SPSS version 20. Result: As a result, it was found that NRT was available at 58.8% Paan shops and 85% Chemist shops. Chewing gums and e-cigarettes were available at 58.8% and 4.2% Paan shops respectively. At Chemist shops, 70.6% chewing gums, 25% patches, 3.7 % E-cigarettes and at 0.7% other products like nicotine drops etc. were sold. At Chemists the most common brands were Nicotex (44%) and Nicorette (47%) but at Paan shops it was Kwiknic (100%). Hardly any consumer bought NRT with prescription. Conclusion: The sale of one particular brand of NRT at Paan shops can be understood as a specific marketing strategy by a particular company which can aid those who want to quit smoking. However, it can also be used to accentuate the level of tobacco addiction by the youth.