The salts of India — how numerous they are, and how distinct! Rock salt, 'khada' salt, 'kaala' salt, mineral salt, crystal salt, powder salt… India has the entire gamut of salts found in nature.

And thus go the habits of the Indian people too. In various parts of India, they consume the salt most easily available in that region. And this salt usage continues like a routine through time, through evolving markets, handed down through the generations, much like folklore.

Tata Chemicals Limited, makers of Tata Salt, have envisioned a TCL branded salt in every Indian kitchen. In the scenario of diverse salt usage and behaviour patterns across the country, the strategy will be to offer multiple product offerings to tap into multiple salt segments.

From these salty waters has emerged Samunder Crystal Salt, a product targeted at South Indian consumers who are users of crystal salt in their daily cooking. Samunder Crystal will drive growth for Tata Chemicals in South India, by helping to convert loose and local salt brand users and by using an outsourced business model that will penetrate the interiors of South India — across small towns and through lower class outlets in large towns.

Defined as a value for money offering, Samunder is a refined, iodised, clean, white crystal salt, set within the framework of a low-cost model for the company. Samunder Crystal is completely outsourced — product manufacturing, packing, selling and logistics. Tata Chemicals will take charge of brandbuilding and consumer research, and mobilise marketing and sales activities. The company will also define, monitor and control quality of product and procedures, so that they are always in synergy with the values of dependability and trust associated with the Tata name.

Samunder Crystal was tested for product performance, packaging, pricing, brand name, and purchase intention - at retail and consumer level, in Tamil Nadu, Karnataka and Andhra Pradesh. Packed in durable and attractive 1kg MDPE (medium density polyethylene) pouches, priced at a very competitive Rs.4/-, offering healthy trade margins, Samunder Crystal was used by consumers in the research conducted across South India — and highly appreciated on all counts.

This has fuelled the engine for a swift launch and sustained effort, in these markets. The brand will ride on an aggressive retail push strategy to build volumes, and create awareness among consumers through a mix of mass media, below-the-line and ground activities.

Currently sourced from G Das, a crystal salt manufaturer based in Tuticorin, Tamil Nadu - Samunder is being packed by G Das in pouches and outer bags supplied through Tata Chemicals. After packing, it is transported directly to salt stockist locations across South India. The logistics are planned, monitored and overseen by consultants, E-Logistics, who will also be accountable for documentation and payments.

Samunder Crystal, entering the market in late June 2003, is hoped to be a robust response to vigorous competitive forces and evolving market needs. Come rain or shine, the brand holds out for Tata Chemicals, the prospect of yet another winner!