Launched in 1983, Tata salt is India’s first branded iodised salt. In a market characterised by loose, unbranded salt of dubious quality, Tata Chemicals pioneered the concept of salt iodisation in India. Tata provided Indian consumers a hygienic, standardised product along with the assurance of one of India’s most trusted business houses – the Tatas themselves. Tata salt is manufactured by the Tata Chemicals, located at Mithapur, Gujarat. The plant is spread across 37,000 acres and produces 450,000 tonnes of quality iodised salt annually.
It has popularly marketed itself as ‘Desh ka namak’ and after three decades it has outlived the expectations of its consumers. Tata salt has expanded its portfolio by including a range of products — Tata Salt Lite (low-sodium salt), Tata Salt Plus (iron-fortified salt) and Salt Sprinklers.
It recently introduced flavoured salts and pepper under the name Tata Salt Flavoritz. From lemon coriander and red paprika flavoured salt to black pepper powder, Tata salt’s new range offers a wide variety to its consumers. Tata, as a salt brand, has always believed that the brand’s success lies in the superior product quality. According to a 2011 Nielsen Retail Audit, Tata continues to sell more than 50,000 metric tonnes of salt each month. Tata Salt is sold through 120,000 retail outlets reaching out to 50 million households across the country.
The brand has managed to achieve these robust figures by consistently delivering healthy products manufactured through its vacuum evaporation technology. The vacuum evaporation technology helps in removing the impurities and ensures requisite and consistent amount of iodine and saltiness in the final product. Tata salt commands over 62 per cent of the market share and has also consistently been named one of India’s most trusted food brands since 2003 by The Economic Times Brand Equity ‘Most Trusted Brands’ survey conducted by AC Nielsen each year.
With the growing competition, innovation and creative brand building has helped build and maintain the trust of Tata salt among its consumers. The previous campaigns – ‘Namak ho Tata ka, Tata Namak’ and the powerful ‘Desh ka namak’ along with the most recent ‘Ghul mil ke’ have creatively made an emotional connect with the consumers, reinforcing Tata salt’s leadership position in the market as well as in the consumers’ minds.
Through various associations, Tata Salt has committed itself to the cause of education and with the help of the communities within which it operates. Tata salt has extended its support to creating selfsustained institutions and increasing community mobilisation. As the brand continues to evolve itself, an important aspect lies in identifying future market needs and consequently addressing them, thereby essaying the brand’s commitment to its consumers.