Tata Chemicals is the parent company of Tata Salt, which is the market leader in branded salt in India. Tata Salt launched the 'Namak ke Waastey' campaign to generate support for Indian athletes competing in the 2016 Rio Olympics. The campaign features videos telling the inspirational stories of athletes like boxer Shiva Thapa and wrestler Babita Kumari. The goal is to encourage millions of Indians to cheer on their country's representatives in Rio. Over 100 Indian athletes participated across 15 sports. The campaign helped Tata Salt reinforce its position as 'Desh Ka Namak' or salt of the nation by supporting the Indian contingent.

1. Presented By- Akash Tewari
Avinash Tripathi
Vikas Pandey
Kritika Singh

2. TATA CHEMICALS
Parent Company TATA Group
Category Consumer goods/ Agrochemicals/
Specialty chemicals
Sector Industrial Products
Tagline/ Slogan The Human Touch of Chemistry,
Responsible Chemistry, The
Company that Cares.
USP Market leader in the branded and
iodized salt segment in India.
World’s second largest soda ash

3. FACTS
 Salt every kitchen, every home and almost every dish.
 Salt is the oldest food flavoring
 Iodine is an essential micro-nutrient which helps in
proper mental development of children and prevents
iodine- deficiency disorder in adults.
 Tata Salt Plus is one of the most cost-effective means
of increasing iron intake in daily diet. It can fulfill up
to 50 per cent of the family's iron requirement at Rs
18 per month (MRP of 1Kg).

4. Tata Salt - Desh Ka Namak
 Launched in 1983 as India's first packaged iodised salt in
India, as part of the movement to counter iodine
deficiency diseases in the country
 It is produced at one of India's most integrated and
inorganic chemical complexes, in a state-of-the-art
facility in Mithapur, in western Gujarat
 It is India's first salt to be made using the vacuum-
evaporation technology

5. TATA SALT - DESH KA NAMAK
 This is a technologically advanced process that evaporates sea
brine in steam-heated vacuum evaporators.
 Today, Tata Salt is the 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)

6. 'Namak ke Waastey'

7. Tata Salt intends to generate support for
the Olympians by virtue of its connect,
stature, and reach across the nation and
gather millions to cheer for the Indian in
Rio.
Sagar Boke

8. Campaign Supports Indian Players
• 117 Indian athletes participated in Rio 2016.
• 63 men and 54 women, across 15 sports at
the Games
• Shiva Thapa
• Babita Kumari
• Inderjeet Singh
• Avtar Singh

9. #Namak keWaastey-Videos
• The stories of Shiva Thapa, Babita Kumari, Avtar Singh and
Inderjeet Singh are very inspiring.
• The campaign, #NamakkeWaastey, is a series of videos
featuring Shiva Thapa, Babita Kumari and Inderjeet Singh.
• The short videos narrate the stories of these athletes that how
they added many feathers in the cap by bringing home metals at
various occasions.
• Tata Salt has joined hands with IOA as a sponsor of the India
contingent representing India at Rio this year.

10. The Campaign “Namak Ke Waastey”
• The motive of the campaign
• The objective of the campaign
• How its been popular to the country citizen
• The outcome of the campaign

12. Indian Presence
 117 participants
 63 men, 54 women
 15 sports.

29. Impact of campaign
• TATA Salt is able to carry off the non-verbalized claim of 'DESH KA NAMAK'
by virtue of being the market leader in the 5.2-million-tonnes per annum Indian
salt market, with a 17 %market share.
• And if one were to take the branded salt market alone (1.5 mn tonnes/annum),
Tata Salt has an even more respectable 37 %market share,.
• There are some 115 national and local brands currently jostling in the Indian
market, a function of the extremely low barrier-to-entry this industry offers.
• The overall salt market in India has been stagnating for some time now and
growth has been a mere 1 %.
• The branded salt category has been growing at a healthier pace @ 4%, which
means that consumers are migrating from the non-branded category.

30. Tata Salt Limited Edition Olympics
Packs

31. India’s Olympics Quotient Survey
Survey-
https://www.surveymonkey.com/r/TataSaltIndiasOlympic
Quotient