The company has taken this decision in an attempt to fight illegal imports of ingredients, particularly 'Chalia'.
In a decision taken recently by one of Pakistan's best selling mouth freshner brands, Shahi has announced that it will now produce the same taste and quality, minus the ingredients that involve betel nuts.
The company states that the reason behind this is the costs involved in participating in legal battles.
For over 40 years, Shahi has been the first and only local producer in the industry equipped with state-of-the-art facilities and a conscious approach to producing fine quality products.
The brand recently ran a campaign to send out this message to its customers.
Making use of several noteworthy celebrities, Shahi came out with a campaign to fight illegal imports of Chalia.
According to the brand, illegal channels of Areca nut imports have been operating in Pakistan since December 2017.
During this period, Rs150 billion worth of betel nuts have been smuggled into the country, resulting in a loss of approximately Rs44 billion in revenue through duties and taxes.
While the courts have issued clarifications on the matter, facilitators of illegal imports continue to reap benefit out of this channel. This is why the brand states that it might reconsider use of Supari in its products only when legal imports of the ingredients are made possible.
Here's a look into one of the videos that were released to support the brand's cause:
SHAHI seeks customers to play a part in their awareness campaign #SayNoToSmuggledChalia.
This content is a paid advertisement by Shahi and is not associated with or necessarily reflective of the views of Dawn.com or its editorial staff.