Mumbai-based Ceejay Health Care Private Limited has introduced India's first Nicotine Replacement Therapy (NRT) product, NuLife Chewettes, which is the country's first safe and government approved answer to the carcinogenic habit of gutka consumption and cigarette smoking. Ceejay Healthcare is also the first company outside of the USA to launch an NRT product.

Nicotine Replacement Therapy (NRT) products have been available in the West for more than a decade, and are recommended by the World Health Organization (WHO) as the most safe and effective aid available to tobacco addicts seeking to quit their dangerous smoking and chewing habits. NRTs reduce, and in most cases eliminate, the withdrawal symptoms experienced by tobacco users by delivering a safe, pure, and regulated dose of nicotine polacrilex. With the reduction or elimination of withdrawal symptoms, most tobacco users find quitting their tobacco habits much easier.

"Indians have often toyed with the idea of kicking the habit of gutka, cigarettes and tobacco chewing. Nicotine Replacement Therapy is a globally approved method of ending tobacco dependence. NuLIfe is India's first NRT and its first step towards eliminating tobacco addiction," said, Praful Patel, chairman. Ceejay Healthcare.

NuLife Chewettes are chewing gums available in a proprietary, ethnic Indian "Good Kha" flavour for gutka chewers and a soon to be released "Euco-Mint" flavour for smokers. They contain the pharmaceutical ingredient, nicotine polacrilex, widely used in the west as a safe and effective aid in tobacco cessation, and have none of the more than 4,000 carcinogens present in tobacco products such as cigarettes and gutka.

"Tobacco addicts, especially gutka chewers, love the feel of chewing tobacco; hence we thought of a chewing gum substitute, which will give them the "chew" feel, the taste they like, without any of the harmful effects of gutka," informed Patel.

The use of indigenous tobacco products like snuff, zarda, khaini and gutka has resulted in India recording the world's highest incidence of oral cancer. According to National Cancer Registry Programme, it is estimated that annually 75,000 - 80,000 new oral cancer cases develop in India every year, of which 90 per cent can readily be attributed to the use of gutka and such products.

Expressing his concern over the ill effects of gutka consumption, eminent cancer specialist/oncologist, Dr. Suresh Advani says, "The incidence and growing rate of tobacco related cancer is alarming. A regular gutka consumer is not only unaware of the health hazards, but the addiction is severe and difficult to kick. With the absence of alternatives, he is left with no choice but to continue with the habit. While there are gutka bans in effect, they can be ineffective unless a safe and healthy alternative is made available. NRTs, such as Nulife, are that safe alternative, which have the added benefit of improving dental hygiene among tobacco chewers"

Carter J. Ward, President, Ceejay Healthcare adds, "NRTs are widely available and successful in the west. Unfortunately, their cost is well beyond the reach of most Indian consumers. We have developed a unique and cost effective manufacturing process and with NuLife, Ceejay Healthcare is introducing the first Indian NRT. All the safety and benefits of the western products, but affordable to the common man and with an Indian flavour and ingredients."

NuLife Chewettes, in Good Kha and Euco-Mint flavours, are approved for nationwide sales by the Drug Controller General of India, Ministry of Health, Government of India, and all concerned approving bodies, as an OTC (over-the-counter) product. NuLife is priced at an affordable Rs. 2.50 per gum against the international norm of Rs. 24 of similar chewing gums.

Packed in blisters of four, as well as singles in flow-wrap in strength of 2mg, NuLife Chewettes, have been developed keeping in mind the lifestyle, habits, tastes and attitudes of the Indian population.

Ceejay Healthcare Private limited is a joint venture between New York based Positive Healthcare LLC and Mumbai based Ceejay Group, formed to develop and market biopharmaceutical and phyto-pharmaceutical OTC products in the areas of tobacco cessation, cholesterol management, diabetes management and weight control.