Lighting-up time is not for the poor

At $32 a throw - or nearly twice the monthly wage of the average Indian - Cuban cigars are the latest rage amongst the rich in India's capital, New Delhi.

Since early this year, Cuban cigars have suddenly become the trendiest prop for politicians, businessmen and even young society people. In a city starved of status symbols they are the hottest object to flaunt and the "classiest" topic of discussion.

"Cigar smoking is growing in Delhi. It's a lifestyle thing," says Chetan Seth, the only authorised importer of Cuban cigars in India. He says it is an exclusive market for rich Indians that has been growing almost by the week since he began importing cigars into India in January.

Initially, Mr Seth distributed cigars to potential smokers at small, select soirees.

Many novices, who now talk like cigar aficionados with years of expensive puffing behind them, had never even smoked before. But they lit up with Mr Seth, realising the social mileage that could accrue from adopting such seemingly opulent habits in a city where expensive appurtenances carry weight. And, within weeks, aromatic Cuban cigars had become the currency among what passes for high society in Delhi.

So much so, that by the end of the year Mr Seth hopes to sell over a million Cuban cigars with prices ranging from $1,000 for a box of 25 Montecristos to $40 for 25 Quintero Brevas, all retailed through one or two five-star hotels. And considering their growing popularity and the untold wealth there is in Delhi in the form of "black" or undeclared assets, the Montecristos might even end up being in short supply.

In a city where tens of thousands sleep on pavements every night and millions of homes go without electricity and water simply because it is just not available, Mr Seth also wants to establish a Cigar Club - similar to the ones that have mushroomed across the US since the early 1990s when cigar smoking was rediscovered and became the rage - with membership costing 100,000 rupees ($2,200).

Negotiations are reportedly at an advanced stage with a leading Delhi hotel, where members will drink whisky and exotic coffees and, at the very least, smoke Romeo y Julieta. Specialist cigar magazines will be available, as well as paraphernalia like cutters, ashtrays and humidors.

Cuban cigars have become popular so quickly that Mr Seth recently organised a special "cigar dinner" at 2,500 rupees ($55) a plate for 25 self-proclaimed aficionados at one of Delhi's five-star hotels.

Another 40 eager smokers, he said, were on a waiting list. Sadly for them, there were no dropouts.

Cigars dominated the conversation over Italian food and wine as candlelight shone off newly acquired silver and gold cutters, many handled rather clumsily and all too frequently with disastrous results. But all 25 cigar smokers were gracious enough to forgive each other's pretensions.

In Delhi's cigar circles, size and cost is what seems to matter. The fact that Cuban cigars are heavy going, need constant rekindling and become amazingly bitter half-way way down, is of no consequence to these novices possessed with the zeal of converts. Other smoother American and Dutch brands like King Edward or Henri Wintermans, easily available at a tenth of the cost, are ignored by them as they lack "clout".

Many do not even know that there are at least a dozen local brands available, all from Trichunapalli in the south. For decades, genuine cigar lovers have been sending away for boxes of well-known Trichy brands like Java Dawson, Churchill or Tiger that are despatched by mail. And, even if one Trichy cigar turns out bad, the entire box is replaced free of cost.

Market researchers say rich Indians are merely aping the west where cigar smoking has recently become fashionable. "The rich, and executives with fat expense accounts, are forever chasing exclusivity," said Dorab Sopariwala, a leading market analyst. Cuban cigars happen to be their latest fad.

According to Mr Sopariwala, Cuban cigars are more popular in Delhi than other cities because the north Indians want to project themselves as high rollers. "They leave the cigar's label on as they smoke it. Some even attract the attention of the people around them to their cigar, telling them loudly how much each one cost," he said.

The rich in other parts of India are more subtle and even if they do take to Cuban cigars they would do so more subtly. Mr Sopariwala even went so far as to say that Cuban cigar smokers should be targeted by the tax authorities as many were indulging their fad on the "cheap" with undeclared assets.

Society women in Delhi, in contrast to other cities, are also stepping forward to flaunt their individuality by lighting up cigars. A handful have earned a quiet notoriety by puffing on expensive Cohiba Esplendidos at parties, obviously thrilled that every man in the room was keenly aware of their boldness and dying to make their acquaintance.