Tata Chemicals Ltd has rejuvenated Tata Salt by unveiling 'Desh ka namak', the new brand positioning and advertising campaign.

The company has taken new marketing initiatives, led by a team of large clearing and forwarding agents (CFA) and distributors, with a focus to service the market in an enhanced manner and ensure greater market penetration.

By re-organising its distribution structure, the company has strengthened its markets with a special focus in the south.

Unveiling the new positioning platform, Tata Chemicals vice president, sales and marketing, Kapil Mehan said, "Although advertising for the salt category in India has traditionally focussed on detailing the functional properties of various brands, Tata Salt is best equipped to take on the broader and more fundamental emotional aspects associated with the salt. Tata Salt has a distinctive rational differentiation — saltier salt — which reiterates the brand’s commitment to millions of Indians."

Last year the company commenced exports of salt by tapping the Middle-East market and this year it plans to double the volume.

Coinciding with the launch of its new marketing thrust for Tata Salt, the company has announced the Desh Ko Arpan programme through which it will contribute 10 paise for every kilo of Tata Salt sold, to a worthy cause. On the basis of the current monthly sales of nearly 300 million packs, the monthly contribution is expected to be over Rs 30 lakh. Child Relief and You (CRY), the trust which works for under-priviledged Indian children has been chosen as the beneficiary for this maiden effort. Said CRY director (resource mobilisation) Ingrid Srinath, "We are proud to be associated with Tata Chemicals. The relationship is a live example of how corporates and development organisations can work together."