Tata Chemicals extends the ‘i-Shakti’ portfolio
Ahmedabad, November 2, 2009

Launches ‘i-Shakti Cooking Soda’– the refined sodium bicarbonate

Tata Chemicals, the country's leading salt manufacturer and marketer of the most trusted food brand Tata Salt, today extended its salt brand portfolio with the launch of ‘i-Shakti Cooking Soda’, in the state of Gujarat.

Targeted at the discerning health-conscious consumer, the refined sodium bicarbonate, i-Shakti Cooking Soda; offers hygiene and purity besides offering functional product benefits and comes with a 'food grade' mark that assures its consumers of superior quality.

The launch of the product will be carried out in phased manner, starting with Gujarat and will be further rolled out in Maharashtra, Madhya Pradesh and Chhattisgarh, which will be completed by the end of November 2009. It is expected to cover the rest of the country by the end of February 2010.

Announcing the launch of i-Shakti Cooking Soda, Ashvini Hiran, head – consumer product business, Tata Chemicals said, “Food is basic to mankind and the quality of ingredients is critical. Tata Salt has been consistently delivering taste and purity in completing the last lap in the taste needs of our consumers. Cooking soda is an important ingredient in Indian cooking and with the launch of i-Shakti Cooking Soda, our aim is to provide Indian home-makers peace of mind through a product which is hygienic and pure. Our mission is that i-Shakti Cooking Soda should be a proud member in all Indian kitchens. ‘Happy baking’!”

i-Shakti Cooking Soda is available in 1kg and half kg attractive laminated packs, and is priced at Rs40 and Rs22, respectively.

The launch of i-Shakti Cooking Soda will be supported by promotions in the form of advertisements on FM radio channels, print campaigns and attractive poin t of sale branding. The creatives for the radio jingles has been designed keeping in mind the brand proposition carrying an apt punch line 'Naram Aur Lite, Khana Banaye Rite'.

i-Shakti Cooking Soda is a portfolio extension of ‘i-Shakti branded salt’ which within 3 (three) years of its launch has become the second largest* distributed salt brand in the country; after Tata Salt; garnering 14.3 per cent market share in the branded salt segment, thereby becoming the fastest growing brand witnessed in this category.

* As per Retail Audit – Nielson ORG – September 2009