Investment adviser suggests smokers travel to Vietnam for cheaper cigarettes amid excise duty hike

The discussion followed a notification from the Finance Ministry announcing revised excise duties on cigarettes, effective February 1.

As the Union government moved closer to increasing excise duties on cigarettes, a social media post by an investment adviser triggered online discussion by suggesting that frequent smokers could travel overseas to purchase cigarettes at a lower cost.

Rajat Sharma, a Securities and Exchange Board of India (SEBI)-registered investment adviser and a New York-qualified attorney, shared the calculation on X, comparing retail cigarette prices in India and Vietnam. Referring to Marlboro Lights, Sharma wrote that a pack of 20 cigarettes was priced at approximately Rs 340 in New Delhi at present.

“With excise duty hike, this will cost ~ Rs 400 if the company passes on the excise hike impact fully to the consumer. Fair enough,” he stated.

Sharma then compared this with cigarette prices in Vietnam, saying that the same product was available there for around Rs 120–130 per pack. He added that a return airfare from New Delhi to Ho Chi Minh City could be found for roughly Rs 21,000.

Based on this comparison, Sharma suggested that a smoker could offset the cost of travel by purchasing cigarettes abroad. “So if you smoke regularly, fly down to Vietnam, buy 75 packets of 20 sticks, and fly back. This will cover your airfare,” he wrote. He added that travellers could also treat the trip as a holiday while saving on taxes, and remarked, “Also be thankful that you are not in Australia where the same pack of 20 costs well over Rs 3,000.”

Marlboro Lights (Pack of 20) - currently costs Rs. 340/- (retail New Delhi).

With excise duty hike, this will cost ~ Rs. 400 if the company passes on the excise hike impact fully to the consumer. Fair enough. BUT, In Vietnam - the same costs Rs. 120-130. The cost of a return… — Rajat Sharma (@SanaSecurities) January 1, 2026

The post drew mixed reactions online. Some users responded humorously, while others focused on the health implications of smoking. One user commented, “Or you can quit smoking, save tens of lacs of hospitalisation bills, and be much happier too.” Another wrote, “You can see addiction on full display here.”

"And if you smoke that many cigarettes there, you may die in Vietnam itself, so return ticket not needed as well. More costs saved," a user added.

Several users also pointed out legal restrictions related to carrying cigarettes across borders. One user noted, “You can’t get more than 5 packets of cigarettes through customs. You can get more but will then have to pay customs duty on them, which considering the travel cost, will work out way more expensive.” Another added, “You can only bring 100 cigs to India duty free. 1,500 cigs would be subject to customs duty.”

The discussion followed a notification from the Finance Ministry announcing revised excise duties on cigarettes, effective February 1. Under the new structure, excise duty will range from Rs 2,050 to Rs 8,500 per 1,000 sticks, depending on cigarette length. The levy will be in addition to the Goods and Services Tax, which can go up to a maximum of 40 per cent.