Tata Salt was launched in 1983 by TATA Chemicals and holds a 17% market share of the Rs. 21.7 billion salt industry in India. It targets housemakers aged 24-40, as well as working professionals and restaurants. While Morton Salt was established in 1848 in Chicago and is known for its iconic girl logo, Aashirvaad Salt was launched in 2003 by ITC and is part of their food brand portfolio. Tata Salt engages customers on social media platforms like Instagram, Twitter and YouTube and works to improve search engine optimization and marketing to reach more users online.