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56TOBACCOOUTLETBUSINESSMARCHAPRIL2011MakinGaMarkeTWhaTsinanaMeproduct.Andthatshowwewontheheartsofcigarsmokers.Atatimewhentheverybestcigarsretailedforaround5Gurkhareleaseda15cigar.Retailerswerelessthanenthusiasticabouttheconceptofahigh-pricedhigh-endcigarsoHansotiaguaranteedthem.Teysoldtheheckoutofthemhereports.TusGurkhawasborn.odaythecompanyproducesabout3millioncigarsannuallyranginginpricefrom6to2000.Cigarsinthe12to15rangerepresentitsprimarymarketbutitshighest-pricedstogiesremainhighlysoughtafter.Ourboutiquelimitedblendsareabout30percentofourbusinesssaysHansotia.Andwehaveawaitinglistforthemostexclusiveblends.IncreatingpackagingandmarketingGurkhacigarsHansotiadrewonthesuccessofcertainwatchbrandsinpositioningthemselvesasluxuryitems.JustasRolexandCartierlimitproductionofaparticulartimepiecetopayattentiontothesmallestdetailsandgivecollectorsaone-of-a-kindproductHansotiasearchesoutthebesttobaccoeachyeartocraftlimitededitionsofGurkhaspremiumcigars.Healsooftenshunsthetraditionalplaincedarboxpackaginginfavorofornateboxesakintoneworksofart.LikeGurkhacigarsthemselvesnewpackagingdreamedupbytheKaiserhimselfisreleasedeachyear.ForexampletheoriginalrunofGurkhasBlackDragoncigarswereencasedinahand-carvedcamel-boneboxandpricedat100000each.AndwhilesomeGurkhalinessuchastheNinjaandtheViperarepresentedinsimplewoodboxesthesleekpackagingofthecompanysAvengerG5resemblesaspaceship.Rumorhasitthecompanywillbeintroducinganewbrandpackagedinasolidsilverboxataretailpriceof250000.WhileuniquepackaginghelpsGurkhacigarsstandoutexclusivityandsheerqualitytrulydrivetheirappealsaysHansotia.Forexamplethecompanyproduceslessthan100boxeseachyearofitssought-afterHisMajestysReserveHMRcigarswhichretailforabout1500percigar.FeaturingasecretblendofllertobaccoswrappedwithrareagedDominicanwrapperthecigarsareinfusedwithLouisXIIICognac.TemixispotentFortune500CEOssheiksandprincesvieforthechancetosnapthemup.OurbiggestproblemisnothavingenoughproducttomeetdemandsaysHansotia.Itsagoodproblemtohave.GurkharecentlyboughtafacilityintheDominicanRepublicthatwillboostproductionconsiderably.Asaresultthecompanysfounderhopestobeabletomakehislinesofpopularlypricedcigarsavailabletomoreoftheretailerswhowantthem.ImalwaysopentotalkingwithpeoplewhowanttocarryGurkhanotesHansotiawholooksforretailerswiththedesiretoworktogethertobuildafollowing.Wedontwanttoselltocustomerswewanttopartnerwiththemingrowingtheircigarbusiness.ButevenasGurkhaexpandsonitsbaseHansotiaisquicktonotethatthecompanywillremaintruetoitsboutiqueblendroots.Wegrowourbusinessbetween10percentand20percenteachyearandwereveryhappytodothathesays.Weareinnohurry.AskKaizadHansotiaabouthiscompanysmonikerandyoullbetreatedtobriefhistorylesson.GurkhacigarsarenamedforthecolonialsoldierswhoservedintheBritisharmysBrigadeofGurkhasduringGreatBritainsruleinIndiaexplainsHansotiawhowasborninIndiaandwasraisedinHongKongandLondon.AsformerChiefofStaoftheIndianArmyFieldMarshalSamManekshawoncefamouslysaidofGurkhasIfamansaysheisnotafraidofdyingheiseitherlyingorisaGurkha.WhilemostknownfortheirbraveryandstrengththesesoldierswerealsosaidtobeercelyattachedtotheircigarswhichcametobeknownasGurkhas.TeBritishwantedtokeeptheirsoldiershappysotheygavethemtwothingscigarsandginexplainsHansotia.AndtheercestghterstheNepalesesoldierswereknownasGurkhasandthecigarstheysmokedcametobeknownasGurkhas.CigarswereknownasGurkhasthewaycoeeisknownasjava.TetermfadedfromuseovertimeuntilHansotiacommemoratedthelegacyoftheGurkhasbyadoptingthetermashiscompanysname.TesesoldiersweretheeliteoftheeliteandthatswhatGurkhacigarsarehesumsup.TOB