Tata Salt

TATA SALT

• 1983 - Goitre was widespread in India. To

eradicate it, Tata Salt was launched
• Launched under Tata Chemicals company
TATA SALT • Tata Chemicals and Tata Global beverages

merged in 2020 to form Tata Consumer
JOURNEY Products.
• #1 Leading Salt brand in India – Tata Salt
REFERENCE SLIDE PAGE 24 FOR MORE
DETAILS
India's most trusted food brands since 2003 (By
The Economic Times Brand Equity's 'Most Trusted
Brands' survey conducted by AC Nielsen).
INDUSTR Tata Consumer Products is a focused consumer

products company uniting the food and beverage
Y interests of the Tata Group under one umbrella.
ANALYSI It is home to key brands such as Tata Tea, Tetley,

Tata Salt and Tata Sampann.
S
With a combined reach of over 200 million
households in India, it has an unparalleled ability
to leverage the Tata brand in consumer products.
market leaders in the salt category and are
reaching 200 Million households every month
across India with our iodised salt.
Over the last two decades now, Tata Salt has
lived up to its claim of being 'Desh ki Sehat,
Desh ka namak'.
launched value added salts in order to
premiumise our portfolio and offer healthier
choices to consumers.
Rock Salt scaled up by 3X in FY 20-21
Progress in FY 20-21
+180 bps
Salt revenue
1,332 Mn Kg 11% Market share
grew 17%
Sales Volume VOLUME gain for Tata
during FY 20-
– Salt GROWTH Salt in FY 20-
21
21
Source: Nielsen Value share, Moving Annual Total (MAT) basis Mar’21 vs Mar’20
SUSTAINABLE INITIATIVE
• 53% Recyclable packaging for Tata Salt (FY 20-21) Sustainable

initiative
PRODUCTS
• Tata Salt Plus: India has a high incidence of Iron
Deficiency Anaemia (‘IDA’).
• To address the same, the Company launched Tata Salt
Plus, a double fortified salt that contains iron and
iodine. It provides up to 50% of the body’s daily
requirement of iron. Since salt is used across all
segments of society throughout the year, this is an
effective way to deliver iron to the populace and thus
tackle the problem of IDA.
PRODUCT PROFILE
• Tata Salt Plus is India’s first ironfortified, iodised salt that provides up
to 50% of recommended daily allowance of iron. The product
formulation was developed to address the iron deficiency concern in
India.
• Tata Salt Lite, a low-sodium salt, specially formulated to provide 15%
lower sodium than regular salt, was launched to manage
hypertension, without compromising on the taste of food
PRODUCTS
• We added Tata Rock Salt to the Tata Salt range as part of our value-
added offerings. It’s a product rich in natural minerals, such as
calcium, magnesium and potassium and is sourced from mountains.
Tata Salt Lite, which is a reduced‑sodium iodized salt, formulated to
provide less sodium than regular salt without compromising on taste
and Tata Salt Plus, a rich-in-iron alternative were also included in the
portfolio.
PRODUCT PROFILE
• Tata Salt Plus is India’s first ironfortified, iodised salt that provides up
to 50% of recommended daily allowance of iron. The product
formulation was developed to address the iron deficiency concern in
India.
• Tata Salt Lite, a low-sodium salt, specially formulated to provide 15%
lower sodium than regular salt, was launched to manage
hypertension, without compromising on the taste of food
PRODUCT PROFILE
• Salt Within the staples category, Indian Branded Salt market is estimated to be ~Rs
6,000 Crore. We have a strong presence in the category with Tata Salt, our vacuum
evaporated salt sold nationally, i-Shakti salt, our lower-priced solar evaporated salt
normally sold in South) and range of valueadded premium salts (Tata Salt Lite, Black
Salt, Rock Salt, among others). Our supply partners, Tata Chemicals have the largest
manufacturing facility for producing vacuum evaporated salt in India. Consumers
are upgrading from loose and unbranded to packaged and branded iodised salt,
and from local brands to regional and national brands. Awareness on purity and
micronutrient delivery is the key growth driver for Tata Salt, even as we increasingly
cater to health-conscious consumers with lower sodium alternatives like Tata Salt
Lite, iron and iodinefortified salt like Tata Salt Plus and mineral-rich rock salt and
black salt. I-Shakti and crystal salt are being used to drive penetration and growth in
South markets.
PRODUCT PROFILE
• Leveraging consumers’ shift from loose, unorganised to branded and
packaged salt
• Strengthened health and wellness proposition with lower iodine and
value - added alternatives
AWARDS
Won 1 silver (Best use of web based games: India Quizzing League), 2 bronze for Best Integrated Media
Campaign at IDMA 2020 award Awarded 5 golds and 6 silvers between two of our campaigns: Maulichi Savli
and Shakti Ka Sammaan - Flame Awards 2020 organised by Rural Marketing Association of India (RMAI)
Won 2 silvers (India Quizzing League; Best B2B Campaign for #BapuReminder campaign) at India Digiplus
Awards 2021
Tata Salt was recognised as BrandZ India’s ‘Most Trusted Brand’ in 2020
• TATA SALT – INDIA’S SYNONYM FOR IODINE Tata Salt became a co-sponsor for
one of India’s most recognised shows, Kaun Banega Crorepati, where we
promoted the importance of iodine sufficiency (Tata Salt) along with the
benefits of other value-added variants — low-sodium salt and rock salt. Tata
Salt was accorded India's Most Trusted Brand in a survey conducted by WPP &
Kantar’s 7th edition of BrandZ Top 75 Most Valuable Indian Brand Ranking. As
part of our #SawaalDeshKiSehatKa campaign, we made a TV commercial
celebrating the little geniuses who are eternally curious. It drove home the
importance of iodine in children’s diet. #NamakKeWastey was a unique Tata
Salt campaign that encouraged Indians to join the fight against COVID-19. The
Tata Salt team also achieved the landmark feat of 1 lakh tonnes of sales per
month despite several logistical and labour challenges during the pandemic.
• LEVERAGING AUGMENTED REALITY TO WIN THE FIGHT AGAINST
COVID-19
• One of our Tata Salt campaigns, #NamakKeWaastey used augmented
reality (AR) to convey an important message through the avatar of
Mahatma Gandhi. Users could click on the link and scan any horizontal
floor in their house to see an AR version of Gandhi come alive, wearing
a mask, and delivering a 30-second message for citizens to join him in a
virtual march, similar to the Dandi March, to practice social distancing
and abide by the guidelines suggested by the health ministry to curb the
outbreak. Users could also take a picture wearing a mask with Gandhiji
and share it on their social media handles using the campaign hashtag.
Industrial Analysis – Edible Salt Industry
Porter's 5 Forces
Competitive
Rivalry : Moderate /Low
Regional Players are expanding,
Other FMCG companies investing
in branded salts
Threat of New Entry Substitutes

Buyer Power Supplier Power
Low
Expertise required is very
Low
specific, High volume
Consistent Demand as Low Substitutes are almost nil.
Segment Tata has its own salt
regular used good.
producing facilitites
MICRO & MACRO ENVIRONMENTAL
FACTORS
• To do
INDUSTRY ANALYSIS – SALT
COMPETITOR ANALYSIS
• Tata salt present market share more • Annapurna
than 25%, but also is four times bigger • Captain Cook
than its nearest competitor.
• i-Shakti
• Salt market share distributed across
various brands and regionally • Nirma Shudh
concentrated. • Aashirvad
• Tata Salt distributes to about 19 • Idhayam
lakh kirana (brick and mortar store)
outlets across the country.
Marketing Strategy
Product
The Marketing Mix
1 Product or Service
2 Place
3 Price
4 Promotion
Marketing Strategy Place
Tata Salt distributes to about 19

The Marketing Mix lakh kirana (brick and mortar store) outlets
across the country.
1 Product
2 Place
3 Price
4 Promotion
Marketing Strategy
Price
The Marketing Mix
1 Product
2 Place
3 Price
4 Promotion
Marketing Strategy
Promotion
The Marketing Mix
• Tata Salt’s association with Kaun Banega Crorepati 2020, the
first-ever high-impact property sponsorship on the brand,
1 Product helped drive awareness of the Premium Salts portfolio and
significantly boosted brand image scores
• Relaunch of Tata Salt Lite with #TakeItLite campaign live on
2 Place
TV to build awareness and focus on the premium portfolio
• •Launched a new national communication campaign,
3 Price #SawaalDeshKiSehatKa to amplify the Iodine proposition and
educate consumers on its role in ensuring normal growth and
mental development in children
4 Promotion
• Tata Salt further strengthened its market leadership position with
value share increasing to 33% (Nielsen) in the packaged salt category.
The brand is distributed across 22.8 lakh outlets and 186 million
households across the country making it the largest distributed brand
in the country. TATA Salt was awarded the ‘Most Trusted Brand in
India’ by consumers in the ‘Brandzsurvey’ done by WPP and Kantar,
won 2 metals (Gold and Silver) at WOW Asia Awards and won 5 Golds
and 6 Silvers at Flame Awards 2020, organised by Rural Marketing
Association of India. We also won two accolades at the Indian Digital
Marketing Awards
• We invested behind the brand reinforcing and extending our
#NamakKeWaastey, #MissingI and #SawalDeshKiSehatKa campaigns through
the year. We collaborated with popular television show Kaun Banega
Crorepati and branded the ‘Ask the Expert’ lifeline in every episode as Tata
Salt Intelligent expert. Tata Salt Lite was the official Health Partner for Kaun
Banega Crorepati and the proposition for rock salt was also communicated
in the programme on both television and the Sony Liv application. Fresh
communication was launched to dial up the importance of right amount of
iodine in the mental development of children through the #NoBigDeal
campaign for the South market and #SawaalDeshKiSehatKa campaign
nationally. Media promotions were supported with visibility drives in the
market to maintain and expand availability across key markets
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TATA SALT

• 1983 - Goitre was widespread in India. To

TATA SALT • Tata Chemicals and Tata Global beverages

INDUSTR Tata Consumer Products is a focused consumer

ANALYSI It is home to key brands such as Tata Tea, Tetley,

• 53% Recyclable packaging for Tata Salt (FY 20-21) Sustainable

Threat of New Entry Substitutes

The Marketing Mix

Tata Salt distributes to about 19

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