2. An Overview
• Industry: FMCG, Food
• Founded in 1983
• Headquarters: Tata Chemicals Ltd, Bombay House, Mumbai
• Area served: All over India
• Key people: R Mukundan (Managing Director)
• Products: Vacuum Evaporated Salt
• ‘Maine Desh Ka Namak Khaya Hai’ Marketing Campaign:
- Strikes an emotional connect, reinforcing it’s leadership position in the marketplace
as well as in the consumer's mind.
- Honesty, Loyalty & Integrity - Core values of the brand promoted.
3. A Brief History
• Launched in 1983 by Tata Chemicals as India's first packaged, iodised
salt brand.
• Today, the biggest packaged salt brand in India, with a market share of
17%.
4. Some Less Known Facts
• Tata Salt, today, is the undisputed market leader, commanding a share of over 24.7% of the national
branded salt category.
• It has also been consistently named as one of India's most trusted food brands since 2003 (By The
Economic Times Brand Equity's 'Most Trusted Brands' survey conducted by AC Nielsen).
• About 50 packets of Tata Salt are sold every second across India!
• About 135 million households use Tata Salt each month!
• Mithapur, the location of the Tata Salt plant, is so environment-friendly that it has a sanctuary
where migratory birds fly in from Europe and elsewhere each winter to nest!
• Under Tata Salt's Desh Ko Arpan programme, over INR. 1 crore (US$ 208,300) has been collected
and given to various NGO's like Child Relief and You and Nanhi Kali who works with unprivileged
children.
(courtesy tatasalt.com)
