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He said: "The evidence from Australia is damning - plain packaging as a measure itself has been proven not to work and has made no impact on long-term smoking trends

Though he declined to reveal the startups audacious plans for the future, he said its fair to assume Zepto will expand to categories beyond grocery in the long-term, especially those that are currently underserved by giant e-commerce players

In 2011, the FDA published a rule that required companies to use new text and graphic images on packs but that was challenged in court by several tobacco companies

Whatever cells have died are gone and no regeneration is possible, he says, noting this is why conditions like chronic obstructive pulmonary disease (COPD) are permanent