Author - hmowais

How the E-Lite corporation broke the tobacco category

KARACHI: Despite growing concerns and negative consequences associated with electronic cigarettes, usage of the battery-powered vaporiser, which has a similar feel to tobacco smoking, is on the rise.


CEO of E-lite Corporation Daniyal Farouk speaks to The Express Tribune about the challenges and opportunities of this growing category in the tobacco market.


Q. What inspired the name and your drive to start this business?


A. Numerous studies point towards the harmful effects of various tobacco products, some addictive and other consumed for pure relaxation such as sheesha. I found a niche between the handheld advantage of a cigarette and then a couple of puffs bare minimum consumption that sheesha users enjoy.


Q. What did you do in the first 30 days after launching?


A. Locking in deals with retailers was very exciting, even more so to see my products on the counters. I visited markets to see the performance and engage potential buyers like a brand ambassador would.


Q. This was no doubt a tough pitch to retailers given the hefty margins in play and the education gap. How did you attract initial retailers and what obstacles did you face?


A. In the beginning I faced many problems with retailers as their mindset was against new-comers and new products in the market. The doors were sealed for us and they were hesitant to put our products on their shelves and counters as they believed the product wouldn’t do well at all and was a waste of time. After a few pilot outlets and education-focused marketing, the customer trials and approval only strengthened our holding and the re-orders justified the value created.


Q. Why not start with a direct channel like e-Commerce to prove the category and evolve to retail at a different stage?


The risk to reward ratio was too high for e-Commerce when I started in 2008. Our research in customer journey mapping reflected that the primary touch point for the target customer was the counter at convenience stores they frequented. Often times, traditional cigarettes are displayed behind the cashier, so we went for the impulse buy at the counter. While the promise of e-Commerce and its overall ROI impact is great in fashion and, more recently, food, I have yet to see the results in my category. Sure, retailers are earning huge margins, but the volumes are limited at the moment.


Q. What type of risks and issues have you encountered thus far on the retail channel?


A. Our mystery shopper initiatives revealed that cashiers were unable to explain and pitch our products when they were inquired about at the point of sale. We fixed that with a re-education camp. Another issue has been the slow cash flows. In one instance, we cut out a large retailer for failing to pay on time as per agreements. It wasn’t personal, just business.


Q. While you’ve proven the category, other players are emerging with similar offerings. Why will your brand beat them?


A. I’m a fan and follower of Professor Peter Fader of the Wharton School at the University of Pennsylvania. In his book, Customer Centricity, he notes that it’s important for brands to identify the most valuable customers and do everything in their power to make as much money from them as possible. Being customer centric means that, unlike my competitors, I oversee quality assurance and manufacturing of my product and deliver impeccable service that has resulted in year-on-year growth of sales.


Q. How will you market and grow the business in 2015?


A. Our research shows that add ons to inventory lead to improvements in conversions and increase the average order value. That said, we’re on track to introduce two well-known international home appliances brands this year and are opening our own online store which will facilitate customers to import products they desire, that would otherwise not be available in Pakistan.

Why do my gums bleed now I’ve switched to vaping?

Bleeding gums

If you’ve recently switched to vaping you might have noticed that your gums are bleeding, but this never happened when you were smoking. What is going on?  Now every time you brush your teeth, there’s  blood.

Smoking cigarettes is vaso-constrictive, this means it makes your blood vessel- especially the peripheral ones –  like your gums –  tighten up –  it’s like they are being squeezed every time you have a cigarette.

MRI scans of people smoking have shown the blood supply to their fingers decreases by a considerable amount, and, as mentioned  the same will be happening to your gums.

So any gum disease that is there due to the smoking – (and there will be some –  usually with a  build up of plaque) is masked due to the vaso-constrictive effect of the tobacco.

As soon as you top smoking, your gums will bleed if there is gum disease, as the vaso constrictive effects of smoking is no longer there. The smoking has been masking your problem, so when you stop smoking, what you see is your true gum condition. The blood vessels are no longer squeezed, and they can function normally and deliver oxygen and nutrient rich blood back to your poor gums. The bleeding could be seen as a good thing – as it is telling you about the gum disease –  and you can now do something about it!

The obvious first step is to visit  your dentist and get a  professional clean, start flossing after you clean your teeth,  and definitely don’t start smoking cigarettes again.

If you leave gum disease to develop, it can eventually  dissolve away your jawbone and your teeth fall out – not a good look!

Evidence – both scientific and anecdotal suggests that smokers who stop or switch, experience an increase in gum bleeding. It can take a little time for your gums to restore themselves back to normal, but well worth the wait if it prevents other problems.

So,  stop smoking permanently, brush 2-3 times a day, mouthwash in between and floss twice a day, and visit your dentist –  you’ve gotten rid of the fag breath-  you don’t want rotten teeth instead!

 What has been your experience of this? Leave a comment in the box below…


UK doctors vote for partial cigarette sales ban

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E-cigarettes more effective than patches to help quit smoking, says study

E-cigarettes more effective than patches to help quit

smoking, says study


Supporters of e-cigarettes say the health consequences of nicotine use without the tar appear to be less of a problem. Photograph: Sean Smith for the Guardian

E-cigarettes are more effective than nicotine patches and gum in helping people to quit smoking, according to a study that challenges the negative views of some public health experts.


The issue of e-cigarettes has become a public health battleground, alarming those who think that their marketing and use in public places where smoking is banned risks re-normalising tobacco.


Supporters say the vast majority of smokers are using e-cigarettes to kick their tobacco habit and that the health consequences of nicotine use without the tar from cigarettes appear, as yet, to be far less of a problem.


The study, by a team from University College London, looked at attempts of nearly 6,000 people to stop smoking and found that, while engaging with the NHS smoking cessation services was the most effective way to quit, using e-cigarettes beat nicotine replacement therapy, as well as the efforts of people to stop with no help at all.


Professor Robert West of the department of epidemiology and public health, the senior author of the study, said that it was extremely important to find out how well e-cigarettes worked as a quitting tool. “It really could affect literally millions of lives. We need to know,” he said.


He admitted, however, that it was a controversial area. He also acknowledged opponents’ fears and suspicions about the commercial involvement of scientists. “I don’t and will not take any money from any e-cigarette manufacturer,” he said. His department does take money from pharmaceutical companies that make smoking cessation drugs, but they are rethinking that. “I need to be able to talk about e-cigarettes without even the conception of conflict of interest,” he said.


The study, published in the journal Addictions, was based on surveys of people who had stopped smoking in a 12-month period between July 2009 and February 2014. In recent years, an increasing proportion report using e-cigarettes rather than over-the-counter nicotine replacement therapy such as patches or gum. Many try to quit without support. Those who cut out cigarettes completely do better than those who try to reduce the numbers they smoke. A very small proportion get help from the NHS smoking cessation services.


When the results were adjusted to account for the differences between the smokers in terms of background, age and other variables, those using e-cigarettes were around 60% more likely to quit than those using nicotine replacement therapy or just willpower.


“It is one piece of the jigsaw and not a final answer,” said West. “It may be different in different countries. If it [use of e-cigarettes for quitting] continues to grow, we will expect a public health benefit.”


He said there were misconceptions about e-cigarettes. “Despite what a lot of people think, e-cigarettes are not good news for the tobacco industry and the tobacco industry would like them to go away. They sell tobacco and would like to go on doing that,” he said.


The European commission has decided that e-cigarettes should be regulated as consumer products below a certain nicotine strength, but that the higher strength versions, which campaigners say those trying to stop smoking need, should be regulated as medicines. In this country that would be the responsibility of the Medicines and Healthcare Products Regulatory Authority (MHRA). Two MHRA licences have so far been applied for, both by tobacco companies. West says that is because only the tobacco industry has the money and the time necessary to go through the licensing process, unlike the small and medium-sized e-cigarette manufacturers, which is a problem.


If e-cigarette use as a smoking cessation tool were to be supported in any way by the NHS, it would have to be via MHRA-licensed products to ensure quality, he said.


“I think it would be perfectly reasonable for people to consider e-cigarettes for use with their patients,” he said. “The NHS would only get involved where the products had that mark of approval. I don’t think the NHS could engage with e-cigarettes outside that process.”


Pharmaceutical companies such as GSK and Pfizer, which make smoking cessation drugs, are among the opponents of e-cigarettes. “They are losing sales hand over fist to e-cigarettes and are incentivised to make it appear they are not effective,” said West.


A section of the public health community is also hostile. “It is related to a broad distaste for large corporations making large amounts of money out of psychoactive drugs,” he said. “You might see some of it as a puritanical ethic, which is a strong driver.”





Regulating E-Cigarettes: The View From the F.D.A.

To the Editor:

The emerging technology of electronic cigarettes poses important questions for public health officials. Much remains to be learned about the risks of e-cigarettes to health, as well as their possible benefits, particularly for those smokers who have not been able to quit using deadly conventional cigarettes. All of us in public health are concerned about any use of e-cigarettes by children and adolescents.

Some E-Cigarettes Deliver a Puff of Carcinogens” (“The New Smoke” series, front page, May 4) refers to the Food and Drug Administration’s recent proposed rule to extend the agency’s authority to include e-cigarettes. However, I’d like to clarify the assertion in the article that the F.D.A.’s focus is largely on what gets added to these products rather than the emissions in the product vapor.

The proposed rule is a critical first step to bring an end to the completely unregulated e-cigarette marketplace. When it is finalized, e-cigarette companies will be required to report the levels of harmful and potentially harmful chemicals or chemical compounds delivered by their products. But we cannot enact a rule on reporting or restricting e-cigarette emissions until this foundational rule-making is completed, which is one of our highest priorities.

The F.D.A. is committed to the science-based regulation of these products to better protect public health. Where the science does not exist, we are able to finance the research to answer key questions related to e-cigarette safety and consumer behavior, including four studies that will focus on the contents of e-cigarette vapor.

Food and Drug Administration
Silver Spring, Md., May 6, 2014

California study finds only healthful chemicals in e-cig vapor!

goldengateFed up with lack of information about e-cigarettes, San Francisco’s Channel 10 decided to run its own test. They engaged a researcher from the University of California at Riverside, one who has published reports in the past finding e-cigs dangerous, and asked her to go to a vape shop, buy an e-cig, and test it. It was announced that results would be published Thursday evening, January 30, at 11 pm, Pacific Standard Time. NEWS FLASH: Findings show e-cig vapor contains healthful chemicals. See below!

In preparation for the big unveiling of her results, the news outlet consulted UC San Francisco professor Stanton Glantz, known for his strong stance against e-cigs, for some unbiased information about the product. Predictably, Glantz warned of dire perils.

One of the perils he selected for special emphasis was the infamous “dual use”. E-cigarettes don’t help you quit smoking because some people use cigarettes and e-cigarettes at the same time. Glantz did not say how he knows these peope are not employing a tiered reduction, gradually replacing smoking with vaping. He simply states flatly that they are not really quitting. He states that e-cigs adverts cause “relapses”, without explaining how he gains knowledge of the inward motivations of his subjects, or indeed of any specifics.

The article quotes Glantz as saying that cigarette smoking is up among teenagers, which is actually not the case, and this is probably a misquote. Although Glantz’s blog is often sloppy with its logic, he certainly knows that what has risen is vaping of e-cigs, not smoking of cigarettes, and indeed the study cited as proof of his comment is the CDC report from last Fall, announcing with horror the rise of teen vaping. Cigarette smoking has actually dropped during the same period, according to a University of Michigan study released later, and Glantz certainly knows this. But he does not do the obvious math: if vaping rose while smoking dropped, vaping could not possibly be a gateway product for smoking.

UCR_University_Ave_entranceThe researcher Channel 10 has engaged for its forthcoming study is Prue Talbot of the Riverside campus of the University of California. Three years ago, Talbot’s lab published results of a 2010 study that examined “design, accuracy and clarity of labeling, nicotine content, leakiness, defective parts, disposal, errors in filling orders, instruction manual quality and advertising.” Interestingly, none of these issues relates to the toxicity of the vapor produced by e-cigarettes, yet the report concludes that claims of safety are “dubious at best”. The specific findings mentioned in the report relate to labeling, leakage, disposal, and the lack of regulation. The first three are peripheral issues and the fourth is the fault of inactive regulators, not e-cig producers.

UPDATE, 11 PM ON 30 JANUARY, 2014: The results are in. In one of the e-cigs tested, Talbot’s lab found “small amounts” (no actual concentrations are mentioned, which is typical of press commentary on vaping dangers) of copper, calcium, and potassium. Let’s look at the dangers these chemicals pose.

“Copper is an essential mineral required by the body for bone and connective tissue production, and for coding specific enzymes that range in function from eliminating free radicals to producing melanin.” (Source: healthaliciousness.com)

“Calcium is essential for strong bones and teeth. Calcium deficiency can lead to disorders like osteoporosis (brittle bones). Good sources of calcium include dairy foods and calcium-fortified products, such as soymilk and breakfast cereals.” And apparently e-cigs, according to Talbot. (Source: an Australian health agency)

Potassium. “Studies suggest boosting your potassium intake and curbing salt and sodium can slash your stroke risk by 21% and may also lower your odds of developing heart disease. Potassium, a mineral, works by protecting blood vessels from oxidative damage and keeps vessel walls from thickening. Adults should aim to get 4,700 mg of potassium a day.” (Source: health.com)

Empty_tin_can2009-01-19The other e-cig Talbot tested contained “nano-particles of tin”. (“nano-” = ‘infinitesimally small’) Tin gets into the body in small amounts whenever we eat foods preserved in tin cans. While not as healthful as calcium, potassium, and copper, it’s ingestion is tolerated by the FDA at low levels (as with many of the chemicals vaping-ban supporters fret about). The US National Institutes of Health (NIH) declares that “the Provisional Tolerable Weekly Intake for tin is 14 mg/kg body weight and recommended maximum permissible levels of tin in food are typically 250 mg/kg (200 mg/kg UK) for solid foods and 150 mg/kg for beverages…. There is little evidence for an association between the consumption of food containing tin at concentrations up to 200 ppm and significant acute adverse gastrointestinal effects.”

Thanks are due to the Channel 10 investigative team and to Professors Glantz and Talbot for this report vindicating e-cigarette vapor and finding that, far from containing harmful chemicals, it contains substances that promote health.

What’s Coming in 2014?

What’s Coming in 2014?

Posted by: Gary Cox    Tags:      Posted date:  January 2, 2014  |  No comment


What’s to be expected in 2014 on the electronic cigarettes front?

It seems very probable that a signal development will be increasing community development of e-cig users as a political and recreational interest group.

One social force making this happen is the natural appearance of vaping lounges. These have not been founded for political reasons, although they may turn out to have great political significance in the long run. They have been founded, and are continuing to be founded all over, because they provide a relaxed and pleasant environment where e-cigarette users can congregate, socialize, and vape.

Dont_tread_on_meAnd organize! As public use bans proliferate, vapers will increasingly look for places to publicly use the product they feel is saving their lives, and when under challenge by the health and morals police, they will do so with a somewhat combative attitude.

The overweening regulators have done this to themselves: they have turned a group of innocuous hobbyists into an angry activist group, one that is not going to go away. The emergence of a vaping community, with a sense of identity under fire, has been a product of the challenges of the past year.

Slide04One may also predict a further bifurcation of the market into a cigalike group, dominated by the Big Tobacco juggernauts that now sell e-cigs too, and a personal vaporizer group, with a hostile attitude toward Big Tobacco as well as toward municipal nannies. Cigalikes, e-cigarettes that look like toxic cigarettes, may be the product of choice for new users for a time yet, but experienced users will continue to distinguish themselves by using something that doesn’t look like smoking.Slide05This will make their habit more palatable to the general public, while it also embodies their feelings of anger toward Big Tobacco. Vapers who really need something that mimics the smoking experience, to make the quitting process easier, may switch to cigalikes made by one of the several leading companies that do not sell toxic cigarettes as well, those that haven’t been strong-armed into one of Big Tobacco’s corporate portfolios. Eventually they may well graduate to a grown-up e-cig, a PV or “mod” PV.


HHSThe world still waits for regulatory decisions by groups like the Food and Drug Administration (FDA) in the US, and the EU Commission and EU Council in Europe. After years of dithering, they can be expected… well, to continue dithering, most likely.Carotte-bureau-de-tabac-à-GençayThe movement of vapers into defensive battle formation may well render their pronouncements irrelevant, as vapers continue to come together as a community and find places to congregate legally.


Vype E-Cigarette Review


Big Tobacco will very likely continue to dominate the cigalike market, but they may well become irrelevant to mature vapers as well.






The research will continue to come in vindicating the health record of e-cigarettes. Public-use ban activists may eventually have to stop saying that there is no evidence.



timthumb-1There will certainly be more regulation banning sale to minors, as well there should be. No one in the industry or among user groups advocates sale to minors, so opponents may soon have to stop yammering about that. Young people will continue to try e-cigarettes; after all, there’s always some young people who like to experiment with prohibited things. Some of them may have tried toxic cigarettes and, like many adults, will be using e-cigs to stop smoking. Preliminary evidence suggests that 1 youth in 1300 may go on to smoke after beginning as a vaper.


So 2014 promises to be a good year for e-cigarettes, thanks in part to the zealots who have tried to stop the product in its tracks.babevapesleft

Getting to grips with electric cigarettes

More and more people around the globe are reaching for electric cigarettes. These products can give the physical sensation, appearance and flavour of inhaled tobacco smoke but they don’t have the same strong tobacco odour or harmful carcinogenic chemicals.

However, before you go ahead and replace your packet of cigarettes with these electronic versions, you’re bound to want to know lots about them. Here at E-lite, we don’t only sell these products, we also go out of our way to offer plenty of useful information.

How does an electronic cigarette work?

The first question you may want to ask is how does an electronic cigarette work? When you inhale using one of these e-cigarettes, a sensor is triggered. This activates a lithium battery, which in turn triggers a heating element that vaporises the nicotine liquid in the mouthpiece.

At the same time, an LED light is activated at the tip to show that the device is in use. This also helps to add to the authenticity of the experience. The mouthpiece then releases a simulated ‘vapour’ that delivers the nicotine.

This mist, which is an odourless water vapour, looks and feels like tobacco smoke but it dissipates within a few seconds.


Where can you use them?

You’ll also no doubt be eager to find out where you can use these items. Because they don’t contain tobacco, they can be smoked in areas where cigarette smoking bans are in force, including bars, restaurants, cafés and even offices. If you’re in doubt, you can always ask the manager of the venue you’re in.

How are they different from regular cigarettes?

It’s worth noting that traditional cigarettes contain a variety of unhealthy substances, including tar and more than 4,000 carcinogenic chemicals. In contrast, E-lite e-cigarettes have a calculated dose of nicotine that’s delivered in the form of water vapour.

Saving you money

Like lots of people, you might be feeling the financial pinch right now and smoking traditional cigarettes can put you under even more pressure. Let’s face it, buying a pack of ten or 20 cigarettes isn’t cheap these days.

With this in mind, you may be pleased to discover that E-Lite electronic cigarettes are about 65 per cent cheaper than tobacco cigarettes. Just think what you could do with all that extra cash!

Test them out

Even after you’ve read all the theory and got to grips with the facts and figures, it’s hard to know how you’ll respond to these products. The only way to really find out is to try them yourself.

Whether you’re looking for a stepping stone to get you off cigarettes for good or you simply want to switch to electronic versions, it’s worth giving these innovative and realistic products a go.

Simple and quick

Ordering electronic cigarette starter kits, batteries, refills and other items from our website is simple and quick. Whenever you have a spare few moments, you can peruse our online catalogue and place your order. Then all that’s left is to await your delivery.

The place to come for electronic cigarettes




If you’re on the hunt for an e-cig product that delivers an authentic experience in terms of flavour and sensation, you’ve come to the right place.

Here at YOUCIG® we know that it takes some doing to re-create the feel of tobacco cigarettes, and that’s why we’ve pulled out all the stops to make the perfect product.

Looks and feels like tobacco smoke, but…

Our e-cigs create an odourless and harmless water vapour that looks and feels like tobacco smoke but that dissipates in just a few seconds. This means you can use it in a whole range of public settings in which regular cigarettes are banned.


Before you spend any of your hard-earned money on our products, you’ll no doubt want to know you’re dealing with a reputable company. The YOUCIG® E-Cigarette is regulated by several government authorities, including COSHH, NMO, CHIP and Trading Standards. Also, our products are inspected, tested and analysed for possible toxicity and dangerous contaminants before sale.

In addition, we’re a member of ECITA, which tests all the devices and refills of its members to ensure they meet the required industry standards.

No hanging around

We know that life these days can be hectic and so we’ve gone out of our way to ensure that buying e cigarette cartridges and other items from our website is quick and simple. All you need are a spare few moments and a web connection. You could even order the items you’re after on a break from work, or while you’re surfing the web on your commute to or from work.

It’s also worth noting that we dispatch packages within two business days and the products will arrive at your door within five to six days via our trusted courier service. For added peace of mind, we’ll email you a notification as soon as your package has been shipped. This email will contain a tracking number that you can use to monitor progress.

Any orders you place in future will be even easier because your billing and shipping address will already be stored in our system. This means you’ll simply have to choose your products and provide payment details.

Don’t look back

Once you’ve started using top-quality e-cigs, you might never look back and traditional, tobacco products may become a thing of the past. This could be good news for your wallet. After all, YOUCIG® is around 65 per cent cheaper than tobacco cigarettes. It could also be positive for your health. Whereas our products contain a controlled and calculated dose of nicotine that is delivered in the form of a water vapour, traditional cigarettes contain a range of carcinogenic chemicals, toxins and tar.

If you’d like to find out more about what we have to offer, just take a look around our website. When it comes to electric cigarettes, you can see us as your go-top provider.

Meanwhile, as well as selling the products, we offer lots of e-cig information to help ensure you’re in the know when it comes to these handy little items.

The Healthier and More Convenient Alternative to Smoking


The smoking ban was introduced in the UK in 2007, preventing smokers from lighting up indoors and some outside public spaces such as bus shelters and train stations too. This was great news for non-smokers who could finally dine out at a restaurant without the unpleasant odours of cigarette smoke wafting over to ruin their meal, and likewise clubbers no longer had to go home with their clothes and hair stinking of smoke. However, the ban wasn’t brought in just for these social improvements, but to try and encourage smokers to break this extremely dangerous and unhealthy bad habit and to reduce the risks of passive smoking for non-smokers.

While a smoking ban is great news for non-smokers, those who smoke do so legally and initially through choice (although perhaps subsequently through addiction), yet it can be extremely difficult now for them to find places where they can smoke. The result is that they end up having to go outside in all weathers, perhaps even walking a long way to find the designated smoking area. Work breaks are reduced by the amount of time it takes to go outside and conversations are missed while your friends carry on having fun inside during a night out. While we would never suggest that a smoking ban be lifted or that other people should have to suffer as a result of your habit, we also don’t think that you should have to suffer either.

A good alternative is to get an electronic cigarette starter kit. An electronic cigarette, or e-cig for short, can be a great way of getting back your time and social experiences which have been lost to the need to go and smoke outside. Many places allow e-cigs inside (although check first), and you’ll get the same benefits as smoking a tobacco cigarette, without any of the negative properties which affect other people. There is no harmful smoke, no unpleasant smell, no fire risk and no need to carry around bulky cigarette packets and lighters.

How Do E-Cigs Work?

E-cigs resemble traditional cigarettes but use a cartridge filled with liquid nicotine, an atomiser and a rechargeable battery. The atomiser converts the liquid nicotine on inhalation to a vapour, which gives you the nicotine hit that you crave as a smoker. A vapour which is mostly water is also emitted from the end of the e-cig, but this evaporates quickly and is not harmful to anyone else, which is why they can be smoked indoors.

E-cigs give you the same taste and flavour as a traditional cigarette, and you can use our online refill match to find the perfect cartridge to best match your normal brand and strength of cigarettes. You’ll find that an e-cig is a great replacement for your normal cigarettes for all situations, and it can also save you money too because you’ll only need two or three puffs to get the same hit as you would from a whole tobacco cigarette. Consequently, a cartridge would usually last you around the same amount of time as two packets of cigarettes, and works out cheaper because the same taxes are not applicable.