About Us

About US

When the heritage of impeccable quality meets the contemporary ethos of passionate visionaries, the dream of delivering the best customer experience comes alive in every endeavour.

A legacy of delivering the finest global customer experiences by creating premium quality tobacco and non-tobacco products since 2002.

Recognized by the Government of India as a 100% Export Oriented Unit (EOU) and recipient of numerous national and international awards for product excellence, Soex India Pvt. Ltd. lives the dream of making every smoking experience a journey of timeless joy and satisfaction.

Our premium quality Hookah Molasses flavours are the preferred choice of customers in over  40+ countries across Middle East, Asia, Europe, Africa and America.

Our constant focus on product innovation drives us to continuously develop flavours which appeal to both traditional and trendy customers who indulge in regular and social smoking. Our continuous research on the dynamically changing Hookah Molasses trends worldwide, enables us to successfully cater to international customers who demand the latest premium quality products.

With 130+ international renowned flavours under our product range of Afzal Tobacco Hookah Molasses and Soex Herbal Hookah Molasses, we are continuously innovating and developing unique flavours which will set high international benchmarks in quality and customer demands.

With the support of our customers and the dedicated passion of our people, we are poised for a quantum leap in our growth trajectory.

We would be happy to know how we can be a part of your growth story, by delighting your customers with innovative refined flavours and a superior experience.


To set the highest standards in product innovation and customer satisfaction, and to deliver exceptional product experiences which enhance every smoking moment of our esteemed patrons worldwide.

Guiding Philosophy

To continuously deliver unique product experiences through regular Research and Development for sustained product differentiation, which will drive increasing demand from global consumers and make Soex the preferred brand in the Hookah Molasses flavours segment.



Dr. A. K. Fazlani – Group Chairman

The seeds of our business were sowed by Dr. A. K. Fazlani, a true visionary and the guiding light of Fazlani Group. From a modest company in 1972, Mr. Fazlani has transformed our identity and made us one of India’s largest export houses in tobacco and tobacco products. Mr. Fazlani’s education repository includes a Masters and Ph.D. in International Business. His unflinching dedication to quality and customer delight has earned the Fazlani Group ‘Star Export House’ status from the Government of India. This national honour is reserved only for a few companies and we are proud to be among them.
Under Mr. Fazlani’s commanding guidance, Fazlani Group has been honoured with many State, National and International awards. We take immense pride in being the brand of choice for millions of customers worldwide.

Mr. Asif Fazlani – Company Managing Director

Our dynamic Managing Director, Mr. Asif Fazlani, has steered the phenomenal growth of our company in the fast growing Shisha Tobacco business worldwide. Blessed with a dynamic personality and sharp business acumen, Mr. Asif Fazlani began his successful journey in this industry in the year 1999 when he was just 18 years. He demonstrated his exceptional leadership capabilities in a short time, and since his association the company has won many accolades from the Indian Government for outstanding excellence in export performance year on year. He initiated the identification of international business opportunities in the Shisha Tobacco business, and today Soex India Pvt. Ltd. is a market leader across continents. In just a decade, Mr. Asif Fazlani has created a multi-country business network for Hookah Molasses flavours segment.

With the judicious application of his powerful sense of market creation and business growth, Mr. Asif Fazlani has firmly placed Soex India Pvt. Ltd. on the international arena. Under his charismatic leadership and energetic pace, Soex India Pvt. Ltd. is galloping ahead towards becoming the market leader in the manufactured and exported categories of products.


Soex Infrastructure

Our tobacco and non-tobacco products are processed with the latest equipment and carefully packaged to seal in the freshness and flavours. Our state of the art manufacturing facility in Pune, which sprawls over an area of 1.5 lakh square feet, is built and maintained according to international standards for ensuring that our products delight customers worldwide. Along with the other ancillary units, Soex India Pvt. Ltd. proudly owns the largest Hookah Molasses manufacturing in India.

Our products are processed on fully automated machines without any human intervention. This preserves the high quality of our products right up to the point where our customers experience them in any part of the world. The entire process of Blending, Flavouring, Filling, Packing and Final Packaging follows strict International standards. Regular Quality Testing by qualified and experienced professionals ensures that our products conform to the latest international quality standards.

At Soex India Pvt. Ltd., every effort is focused on delivering the finest Hookah Molasses product experience. This endeavour makes us the only Indian company in this segment with complete backward integration; from manufacturing to marketing and worldwide distribution.