Tata Sampann is a brand of pulses, spices, and besan launched by Tata Chemicals to enter the consumers' kitchen market. It focuses on providing natural and high-quality products sourced from local farmers. The brand has grown significantly in recent years through expanding its product portfolio and increasing its outlet presence across India. It aims to promote the health benefits of its pulse and spice offerings using marketing campaigns featuring chef Sanjeev Kapoor.

1. PRESENTAION ON
ENTERING IN CONSUMERS KITCHEN
WITH TATA SAMPANN BRAND
SUBMITTED BY:
GURPREET SINGH GREWAL
ROLL NO. 100
SUBMITTED TO:
Dr. SALONI DEEWAN
Ms. JYOTI

2. Introduction
• Type Private Industry
Conglomerate
• Founded 1868; 148 years ago
• Founder Jamshedji Tata
• Headquarters Mumbai
Maharashtra, India
• Area served WorldWide
• Key people Cyrus Pallonji
Mistry(Chairman)

4. ABOUT TATA SAMPANN
• Tata I-Shakti was successfully re-launched as
Tata Sampann
• Company also successfully established the ‘low
oil absorb’ proposition for Tata Sampann Besan
• The brand grew aggressively in terms of both
volume and value through focused marketing
and distribution initiatives
• more relevant message to consumers of ‘high
protein’ in dals

5. About Tata Sampann
• ’Sampann’, a Hindi word, means ‘enriched,
prosperous, complete’ and connotes the brand’s
purpose to offer that extra urishment in daily
foods
• Tata Sampann has also launched a new
communication campaign named ‘Goodness Ki
Shuruaat’ to communicate the focus and benefits
of its offerings.
• Tata Sampann believes that natural goodness is
the way-to-go for a healthy, balanced life.

6. The main characteristics
From the consumers' perspective
• Frequent purchase
• Low income involvement
• Low price
• Short shelf life
• Must use for daily consumption

7. From the marketers' angle
• High volumes
• Low contribution margins
• Extensive distribution networks
• High stock turnover

8. About sanjeeev kapoor
Sanjeev Kapoor is an
Indian chef and entrepreneur. Kapoor stars in
the TV show Khana Khazana, which is the
longest running show of its kind in Asia; it
broadcasts in 120 countries and in 2010 had
more than 500 million viewers. He also
launched his own Food Food channel, in
January 2011

11. Products of tata sampann
• MASALA
• DAL
• RECIPES
• BESAN

12. Products
• Tata Sampann Spices
• Garam masala
• Meat masala
• Punjabi chhole masala
• Chicken curry masala
• Dal tadka masala
• Paneer masala
• Kitchen King Masala
• Chilli powder
• Turmeric powder
• Coriander powder

13. • Tata Sampann Dals
• Masoor dal
• Toor dal
• Chana dal
• Urad Kali
• Urad Dal Whole
• Tata Sampann Besan
• Low oil-absorb besan
• Low oil-absorb fine besan

14. Tata Sampann Spices — goodness ki
shuruaat
TATA Spices are currently available in 10
varieties. Out of these, seven are blended
by food connoisseur and renowned chef
Sanjeev Kapoor.
Spices were considered the wealth of india
for which traders from far-flung corners of
the earth explored the length and breadth
of india.

15. Tea and Water
• Tetley introduces the first Drawstring Teabag.
• Tetley launches a single teabag for green and black tea.
• Tata Tea offers garden fresh tea in an innovative polypack format
in 1985.
• Tata Infusions creates a Pyramid Bag for better infusion of
flavours.
• Our Tea and Coffee Pods give you a hot cup at the push of a
button, at your home.
• Eight O’Clock Coffee’s ‘Explorations’ family brings inventive
blends, rich with surprising flavours, such as French Vanilla and
Chocolate Mint, to consumers.
• Tata Water Plus, India’s first nutrient water, launched by
NourishCo — a joint venture between Tata Global Beverages
Limited and PepsiCo

18. Pulses report
• In FY 2015-16, the Tata Sampann Pulses and
Besan businesses grew by 72% to reach a
turnover of 411 crore.
• During the year, the product availability grew
from 91,000 outlets to over 1,22,000 outlets
in the key focus markets
• At the sourcing end, as part of its ‘Grow More
Pulses’ initiative, TCL engages with 4,00,000+
farmers in 10 districts across 3 states.

19. Spices report
• Tata Sampann spices made a successful launch in the
month of October, 2015 after a test launch in Punjab,
Haryana and Himachal Pradesh.
• Currently, Tata Sampann spices are available in 13
states across northern parts of the country and north
east.
• Though almost 75% of the market is still unbranded,
the branded segment is growing at a faster rate of
26% p.a. in terms of value.
• The product is gaining traction and has garnered a
market share of 1.2% (in markets where it was
launched in October 2015)

20. E-Commerce
• The brand is now available at over 1,22,000
outlets pan India.
• Its unique ‘Dal on Call’ service has been
revamped and is currently available in 4 cities:
Mumbai, Delhi, Bangalore and Chennai.
• Competition from private labels due to the
growth of modern trade and e-commerce.

23. MARKET STRUCTURE
122
92
45
0 50 100 150
FY 2015-16
FY 2014-15
FY 2013-14
NO OF OUTLETS
NO OF OUTLETS

24. CONSUMER COMPAIGN
• Recently titled ‘Aaj ka masaledar sach’ was
launched with an aim to showcase how
‘sarvagunn sampann’ masalas retains their
natural oils, flavor and color , sourced from the
best farms in Kerala.
• The campaign features celebrated Chef Sanjeev
Kapoor and focuses on the truth of how in
common markets, spices are depleted of their oils
and hues, and are not sourced from the right
place of origin, which hampers taste, color, and
flavor.

25. Future….Future…
TATA SAMPANN

26. • Still 70% of total market is
in the hands of
Unorganized sector.
• Brand switching extremely
easy and brand loyalty very
difficult to attain
• Intense struggle in terms of
positioning and promotion
• Companies are reluctant to
enter the market

27. REFERENCES
• www.tatasampann.com
• www.indiatv.in
• www.tatagroup.com
• www.tatachemicals.com