Tata Chemicals has chalked out an aggressive plan including a new positioning for its flagship brand Tata Salt to further increase its market share in the Rs 2000-crore salt market and will use its fertiliser distribution network to reach the rural consumer.

"We are positioning 'Tata Salt' as a fast moving consumer good (FMCG) brand despite being a manufacturing company," Prasad Menon, managing director, Tata Chemicals, said here. He said the company, a market leader in the branded salt market which was about 30 per cent of the Rs 2000-crore salt market, had decided to use its fertiliser distribution network to penetrate the rural market.

In line with its new positioning, the company has also spruced up its marketing network which is being set up on the lines of an FMCG company. Mr Menon said that the company was also setting up its own distribution channel. (PTI)