Social Marketing is the selling of healthier
behaviours. Social marketers strive to change
the unhealthy behaviours of a large
percentage of the target audience. Health
promotion is an initiative which focuses on
empowering the community and building the
capacity for health care providers. People
take to smoking for many reasons. Later on,
they find ways to quit and curb their cravings.
Much research has gone into finding ways
to help smokers quit, including developing
products to address nicotine addiction
including chewing gums made up of nicotine,
as is being done in the United States of
America. So, is the market witnessing a new
demand for chewing gums amongst smokers
in India? By adopting a social marketing
approach, can the organizations associated
with production of chewing gums’ as a
confectionary item profit and further carve
out a separate niche for themselves ? Will
it fulfill their social responsibility? This
paper tries to find answers to such questions
and also highlights the growth prospects of
such chewing gums in India.

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