Crave

Crave makes adult-only, smoke-free nicotine products in candy and gum formats. Its current range includes flavored 1.5 mg nicotine lozenges and presents the category with modern consumer branding rather than a cigarette-like format.

Founded by Tanmay Yadav in Mumbai, Crave sits at the intersection of regulated consumer products, product formulation, and direct-to-consumer brand building. Nicotine is addictive, and the products are intended only for adults.