Godfrey Phillips launches Maxus brand

Hyderabad: Godfrey Phillips India, the second largest cigarette manufacturer in India, has launched a new brand of cigarettes, Maxus.

According to Bhisham Wadhera, senior vice president, sales, Godrey Philips India, Maxus is a "regular-size cigarette with king-size quality". The company has put together a team of local and international experts comprised industry experts, tobacco blenders, corporate planners and brand consultants to develop the brand.

Maxus is priced at Rs 20 for a pack of 10 cigarettes and is positioned at the premium end of the regular segment.

Wadhera said the test results of Maxus showed that 90 per cent of first-time smokers of the cigarette intended to buy it again. He said he was confident that Maxus would set a new benchmark in the regular-size cigarette segment, accounting for 56 per cent of the country's cigarette volumes, worth Rs 12,000 crore.

Dr Biswajit Deb, vice-president, R&D, Godfrey Philips, said Maxus was a superior product and contained Virginia tobacco imported from Brazil while its paper is made of international quality flax and the cigarette filters were made of fine quality imported material.