In a new achievement that reflects the leadership of "Palm Tobacco" in the local and global tobacco market, the Japan Tobacco International (JTI) brand achieved the highest growth rate among the 10 most powerful brands in Egypt for 2025, according to the Brand Finance rankings. The brand's value increased by 32% to reach $ 418 million, placing it alongside major brands such as Banque Misr and the Commercial International Bank (CIB).

This exceptional growth is attributed to the brand's strategy, which focuses on diversifying its product offerings in line with consumer preferences, while capitalizing on the growing global demand for shisha products. Nakheel Tobacco continues to strengthen its leading position in the market, based on its ongoing commitment to quality and innovation, making it a key reference in the tobacco industry in Egypt and the region .

In this context, Mariana Salib, General Manager of JTI Egypt, stated , "Nakhla Tobacco's leading growth rates and its presence among the strongest brands in Egypt is an achievement that we at JTI are all proud of. This recognition reflects our customers' growing confidence and embodies our team's commitment to providing high-quality products that meet the expectations of consumers, both locally and internationally."

She added : " We place innovation and continuous development at the heart of our strategy, which drives us to continually invest in our brand and products, and expand our presence in markets, with a focus on providing innovative consumer experiences that reflect our long-term vision and keep pace with the aspirations of the new generation."

According to the Brand Finance report, Nakheel Tobacco ranked third on the list of the most valuable brands in Egypt, after the National Bank of Egypt and Elsewedy Electric. This confirms the brand's growing presence on both the local and global levels, as the market shifts toward high-quality shisha products that reflect consumers' local culture and traditions .

About Japan Tobacco International ( JTI )

Japan Tobacco International ( JTI ) is one of the world's leading tobacco and vaping companies, selling its products in more than 130 countries. The company owns Winston , the world's No. 2 cigarette brand, and Camel outside the United States. Other global brands include MEVIUS and LD . JTI is also a major player in the international vaping market through its Ploom heated tobacco brand and Logic e-cigarette brand. Headquartered in Geneva, Switzerland, the company employs approximately 46,000 people and was named a "Global Top Employer" for the tenth consecutive year in 2024. JTI is a member of the JT Group of companies.

The company began investing in the Egyptian market in 2013, and among its most famous brands in Egypt are "Winston," "Camel," "Gold Coast," and "Nakhla Tobacco."

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