This document discusses a study on the acceptability of Tata salt in rural markets in Himachal Pradesh. It analyzes consumer awareness, perceptions, and buying behaviors related to salt brands like Tata salt. The study found that most rural consumers are unaware of iodine and health issues from low-iodine salt. While many recognize brands like Tata salt, they perceive it as more expensive and less available than other salts. The document suggests ways for Tata to improve rural education and distribution to increase brand loyalty.