Abstract

Electronic cigarettes are devices that deliver nicotine and mimic traditional smoking but do not contain tobacco which is highly carcinogenic. It is a highly regulated product across all countries because of likelihood of normalising smoking and perceived risks. The medical fraternity as well as research in the area of electronic cigarettes is very much divided on its potential impact on non-smokers as well as smokers (both - current and quitters). The study aims to enquire if e-cigarettes help smokers shift to a healthier alternative and acts as a tool for cessation. The study also enquires if presence of e-cigarettes in the market will normalise smoking. We have done analysis and interpretation on the primary data collected to conduct this empirical research study. The study finds out that e-cigarettes are seen to be a healthier and better option as contrasted with smoking tobacco cigarettes however prevalence of e-cigarettes normalises smoking. Hence it is imperative to position the product on doctor’s recommendation and under high regulation.