IT’S ALL ABOUT FINDING THE NICHE!

The original Gurkha cigar was founded in Goa, India in 1889. Today, Gurkha produces eight million cigars a yearfrom the tobacco of three nationsthat are sold in 28 countries worldwide. And while we have expanded to include 48 brands divided among our core brands, limited edition brands, East India Trading Company brands and Pedro Martin line, Gurkha remains alone at the top; still sought after for being the company that created the super-premium luxury cigar category.

It wasn’t always that way. When I bought Gurkha in 1989, I didn’t know anything about the cigar industry except that I appreciated smoking a fine cigar. So I plunged myself into market research and to my amazement,I discovered a void in the marketplace. There was no category for the premium cigar. Back then, $8 for a single cigar was a lot. I realized at that moment that I had found a niche that was just waiting to be filled.

In 1996, we released the His Majesty’s Reserve cigar. In addition to a secret blend of the finest tobaccos money can buy, each stick is infused with a full shot of Remy-Martin’s Louis XIII Cognac. That cigar was and still is the pinnacle of the super-premium luxury cigar on the market today. It retails for $1,500 a stick and comes in a box of 15 for $30,000. It is produced in limited quantities and there is a waiting list to get them.

Following the success of the HMR, just this year, Gurkha launched the Maharaja. This cigar is truly the zenith of the world’s finest smoke. It is non infused, made with a proprietary blend of the world’s finest tobaccos and sells for $20,000 for a box of 10. If you do the math, that means each stick retails for $2,000.

People associate what they smoke with their personalities and Gurkha is what the rich smoke. If you’re a millionaire you smoke Davidoff, but if you’re a billionaire you smoke Gurkha. And that’s because Gurkha has set the bar extremely high. Adding to the exclusively and allure of our brand is the luxurious Officer’s Cluband private blending room in our international headquarters. If you think Cuban cigars are the best; well guess again. The world’s rarest and most expensive cigars are located right here in South Florida.

Like I said in the beginning, it’s all about the niche. Our ultra-premium buyers, the super affluent, are collectors. These ultra-high-net-worth individuals around the globe are our client base. They include superstar athletes, royalty,most of the Maharajah’s of India, presidents and the Who’s Who of A-list Celebrities, such as Matthew McConaughey, Arnold Schwarzenegger, Sylvester Stallone and Harrison Ford. And this is by no accident.

The Nepalese warriors who bravely have fought alongside the British for 200 years believe it’s better to die than be a coward.Likewise, for those to whom money is merely a means to an end, what matters most is the experience. And when you are out to enjoy the experience of a lifetime, only the best will do. Gurkha cigars make moments memorable. And that’s our niche.

KaizadHansotia is the Founder and CEO of Gurkha Cigars. The Gurkha Cigar Group Inc. is located at 6600 Hiatus Road, Tamarac, FL 33321. For information, visit www.gurkhacigars.com

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