We are a lean and innovative organization that follows next practices beyond industry best practices. Our principles, board of advisers and team members come from diverse backgrounds of technology, medicine, manufacturing, open source, and non-profit. This diversity of expertise and the managed synergy of it ensures high quality and cutting edge tobacco alternative products.

Our mission is to be the most trusted global leader in development and provision of advanced  tobacco free alternatives. We are driven by our responsibility to make a positive and sustainable difference with a view to facilitate a healthier lifestyle for our customers and communities at large.

Dr. Gopal Bhatnagar, M.D., FRCS, Cardiac Surgery
Co-Founder & Chief Advisor

Dr. Gopal Bhatnagar is the Chief Medical Advisor, and Lead Mentor of 180 Smoke. A practising medical professional, he is counted among the top cardiovascular surgeons in the world, and holds expertise in minimally-invasive beating heart surgery. He has published numerous articles, presented extensively and teaches as adjunct assistant professor at the University of Toronto.

Dr. Bhatnagar is a leading proponent of tobacco and smoke harm reduction, and is making change through this initiative. Until early 2013, was the chief of staff at a leading Canadian hospital overseeing over 450 physicians. He holds a fellowship in general surgery, thoracic surgery and Cardiac surgery with both the American Board of Surgery and the Royal College of Physicians and Surgeons of Canada.  Dr. Bhatnagar obtained his M.D. at the University of Western Ontario in 1986 and was on the Dean’s Honor List. In 1999, Bhatnagar also obtained a M.Ed. from OISE at the University of Toronto. From 1978-1982, he served with the Canadian armed reserved forces and with the regular standing forces for another year, as part of the medical corps.

A rare mix of talent, compassion and leadership, he was recently honoured for his medical services and leadership with naming of a research chair in Cardiac Health System Leadership. Dr. Bhatnagar is recipient of the Queen Elizabeth II Diamond Jubilee Medal. He is also an avid athlete and regularly participates in extreme sports. 

So why did this "disruptive innovator" help start this "crowd-sourced" e-cigarette company:

"Everyday I see the ravages of cigarette smoking in my patients. Since it is the leading cause of heart disease, cancer and emphysema, we as physicians have to assist our patients in finding novel tobacco alternatives. We have to recognize that cigarette addiction has multiple causes and quitting is extraordinarily difficult. The traditional methods have a 70 percent failure rate, we wouldn’t accept that result for any other illness.


From a public health point of view immediately enacting tobacco and smoke harm reduction strategies, and use of novel tools like e-cigarettes is going to save lives. Enough proof that the “ecig ” does no harm has accumulated, and as such, waiting for definitive proof that it is a smoking reduction therapy is needlessly putting people at risk. The regulation of nicotine content is a matter of manufacturing quality control and does need to be subject to good manufacturing standards and practices.
Nicotine replacement therapy (NRT) is a standard anti-smoking strategy and e-cigs, e-cigars and e-shishas provide the ability to simulate the manual and the oral sensation of a combustible product. The loss of that sensation is why relapses may occur despite the disappearance of the nicotine addiction. There is also no proof, or in my mind a sensible extrapolation, that ecigs are a gateway to toxic combustible tobacco products.

- Dr. Gopal Bhatnagar

Ashutosh Jha
Co-Founder & Partner

Ashutosh is a creative and social entrepreneur based between Toronto and New-Delhi. He has seen evils of smoking first hand, and in losing his favourite first cousin to smoking tobacco. A nicotine delivery tool like e-cigarettes could have made a big difference. He partnered with Dr. Gopal Bhatnagar and Boris to launch 180 Smoke, with help of 1000s of smokers in early 2012. Prior to taking on entrepreneurship full time, he worked with Accenture in various roles including IT strategy, Program Development and Testing. He has experience working in contract chocolate manufacturing industry, hospitality management and software development. Ashutosh studied Software Engineering and Philosophy at the University of Toronto (Trinity College), and Computing & Information Sciences at the University of Guelph for one year. During his final year at Trinity College, he served as the Head of College, and member of the Board. He holds a business diploma from Rotman School of Management. Since 2002, he has volunteered his time as the Director of Projects for the POA Educational Foundation, which promotes accessible education, nurtures entrepreneurship and strengthens civil society governance. The foundation takes special interest in nurturing prosperity and financial independence amongst aboriginal communities and individuals through 13 education bursaries at top universities and a project that nurtures entrepreneurship. Ashutosh has been the recipient of the Accenture Hero Award in 2009, the Government of Ontario's Volunteer Service Award in 2010, and was awarded the Queen's Diamond Jubilee Medal in 2012.

Boris Giller

Co-Founder & Partner

Boris is an internet entrepreneur and multi-discipline designer. A globe-trotter, Boris has lived in several countries around the world including Russia, Israel, Kazakhstan and Canada. Boris quit smoking leveraging electronic cigarettes several years ago and has been advocating electronic cigarettes since then. In 2012, he joined forces with Dr. Gopal Bhatnagar to launch 180 SMOKE. In his spare time, Boris researches and works on building his dream project of developing an open-source 3d printer. Boris is also a talented musician and has been featured on Israel Got Talent and produced songs that hit Top 20 charts.

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