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Tata Chemicals is the market leader in packaged salts in India with more than half the total
market consuming Tata brands. The reason: Tata Salt and its fellow brands go far beyond
taste to target health initiatives such as iodine deficiency, iron deficiency and low sodium
requirements.
Tata Salt has won accolades as India's most trusted food brand for several years. Launched
in April 2012, Tata Salt Plus is India's first national brand of packaged salt with iodine plus
iron. It is aimed at addressing and eradicating the prevalence of iron deficiency through one of
the most widely consumed food essentials salt.
The company manufactures two varieties of salt: Iodised salt and Vacuum salt.
1. Iodised salt
The company manufactures the following brands under the
edible iodised salt category:
The company also exports Tata Salt to Middle East. The product has been introduced in
Dubai and will move on to Abu Dhabi and Sharjah to cover the United Arab Emirates.
Product
Consumed by nearly 40 million households each month, Tata Salt is a super-refined, vacuumevaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast of
Gujarat, in one of the most integrated inorganic chemical complexes in India.
It is manufactured through a technologically advanced production process by evaporating sea
brine in steam-heated vacuum evaporators, is almost completely free from extraneous matter
and reaches consumers in the purest possible form. Tata Salt has a fine crystalline structure
and dissolves very quickly.
It contains the requisite amount of iodine to ensure proper mental development of children
and prevents iodine deficiency disorders in adults. It undergoes stringent quality standards
prior to its distribution to different parts of India.
Applications
Due to its purity and reliable quality, the product is widely used by hotels and restaurants,
housewives, and by manufacturers of packaged snacks, colas and namkeens (savoury
snacks).
The salt enhances and accentuates the flavour of vegetables and meat to add taste.
Additionally, as a carrier of the essential nutrient iodine, the product supports India's public
health campaign against iodine-deficiency disorders.
Tata Salt is available for consumers in 4 Convenient Pack Sizes as follows:
Brand
pack size
Tata Salt
1kg
Tata Salt
2kg
Tata Salt
500g
Tata Salt
100g
Product characteristics:
15 per cent Low Sodium Salt
3.i-Shakti
Iodine deficiency decreases child survival, causes goitre, and impairs growth and
development. Iodine deficiency in pregnant women can cause miscarriages, stillbirths, and
other complications. Children with iodine deficiency can grow up stunted, apathetic, mentally
challenged, or incapable of normal movements, speech or hearing.
i-Shakti has been playing a significant role in mitigating the iodine deficiency of Indian
consumers by providing them adequate iodine intake in every pinch of salt. The brand has
also been instrumental in creating awareness about the goodness of iodine among Indian
consumers through various consumer contact programmes. It is endorsed by the International
Council for the Control of Iodine Deficiency Disorders (ICCIDD) for being the salt brand that
offers adequate quantity of iodine.
Since inception, the brand has witnessed the fastest growth ever seen in this category across
salt brands gaining market share in most states. In its third year of all-India operations, iShakti has gained the support of consumers to become the second-largest salt brand in the
country after Tata Salt; garnering 14.3-per cent market share in the branded salt category.
The brand is being offered in two formats namely: free-flow
salt and crystal salt. i-Shakti free-flow salt is available panIndia while i-Shakti crystal salt is offered only in south India.
i-Shakti crystal salt is solar-evaporated iodised crystal salt,
offering a natural taste suited for the south Indian palate. It
was initially launched in 2003 as Samunder crystal salt and in
2007, it was relaunched as i-Shakti.
i-Shakti crystal salt is available in a 1kg pack for convenience
of use.
Tata Chemicals launched Tata Salt Flavoritz in March 2012. Three flavoured salt variants
were introduced at the launch - Lemon Coriander, Red Paprika, Onion Garlic. The brand also
extended its flavour offerings with its branded black pepper powder. The launch marks the
entry of the first indigenous brand of flavoured salts in India.