A first of its kind concept in India, MSL is a comfortably furnished and air-conditioned room on wheels, which serves as the perfect retreat for those who want their puff, without affecting the sensibilities of non-smokers, says a company release.

Godfrey Phillips, senior vice president, corporate affairs Sundeep Kumar said, "This industry first initiative keeps in mind the sensitivities of the non-smoker and intends to instill the spirit of coexistence and responsible smoking. This initiative is a part of the company's efforts to induce smokers to recognize and respect the sensitivities of non-smokers. Without encroaching on the space enjoyed by non-smokers, these air-conditioned mobile smoking lounges are a perfect blend of utility and concern."

The cigarettes will be available for purchase at the lounge, even non-buyers can use the facility. And this will encourage smokers to be responsible about their habit and increase sympathy for the non-smoker. Initially Godfrey Phillips will place MSLs in high footfall areas like Crossroads, Phoenix Mills and Imax.

Mumbai is the third state to see the MSL, following Ahmedabad and then Delhi, where it was received excellently both by smokers as well as non-smokers.