Tata Salt - Desh Ka Namak

Tata Chemicals pioneered the iodised branded salt movement with its launch of Tata Salt in 1983. This has transformed into a national movement over the past two decades. Tata Salt is the first salt in India to be manufactured using the vacuum evaporation technology.

This pioneering brand has played a role in the battle against iodine deficiency and set standards in the category for hygienic production thus satisfying the latent need of a high quality branded salt in the country.

In India, salt and integrity have a connection that stretches back to a time much before Tata Salt was born. Tata Salt has drawn on India’s rich relationship with salt to deliver a product that embodies reliability, honesty and credibility, qualities that emanate from the Tata creed of business.

The company continues to educate consumers across the country about the benefits of using an iodised and pure salt.

A measure of what the brand has come to mean to its consumers across the country has been expressed in the Brand Equity ET Survey 2008, conducted by AC Nielsen, wherein Tata Salt has been ranked as the Most Trusted Food Brand in India. The Desh Ka Namak has also been ranked the No. 3 Most Trusted Brand across categories in the same survey.

Market
Tata Salt today has a 60 per cent market share in the national branded salt segment. It sells an average of 40,000 metric tons per month and is available for its consumers at over 12 lakh retail outlets (source: Nielsen Retail Audit, December 08).

Product
Consumed by nearly 40 million households each month, Tata Salt is a vacuum evaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast of Gujarat in one of the most integrated inorganic chemicals complex in India.

It is manufactured through a technologically advanced production process by evaporating sea brine in steam-heated vacuum evaporators and is almost completely free from extraneous matter to reach consumers in the purest possible form. Tata Salt has a fine crystalline structure and dissolves very quickly.

It contains requisite amount of Iodine that ensures proper mental development of children and also prevents iodine deficiency disorders in adults. It undergoes stringent quality standards prior to its distribution to different parts of India.

Applications
Due to its purity and reliable quality, Tata Salt is widely used by hotels and restaurants, housewives, and by manufacturers of packaged snacks, colas and namkeens.

As a salt Tata Salt enhances and accentuates the flavour of vegetables and meat to add the required taste in food. Additionally, as a carrier of the essential nutrient iodine, Tata Salt supports in its own way, India’s public health campaign against iodine-deficiency disorders.

Tata Salt is available for consumers in 4 Convenient Pack Sizes as follows:

Ad Campaign

“Ghul-Mil Ke Rehta Desh Mera”

Tata Salt’s current advertising campaign - “Ghul Mil” demonstrates the purity of Tata Salt through its ability to completely dissolve in water. In fact a parallel can be drawn between Tata Salt and the people of the nation who come together as one, whatever be the occasion.

“Deshwasiyon sa hi poora ghul mil jaata hai
desh ka namak, jo hai iski shudhta ki pehchaan.”

The Ghul Mil spirit comes alive in the way we Indians dissolve completely in our culture irrespective of diversity.

This is visually expressed in the advertisement through a montage of situations where a diverse set of people from across the country come together for the celebrations of various Indian festivals be it a Holi celebration which is a kaleidoscope of colour, at an Onam Sadhya meal or at a Baisakhi celebration.

The ad has a catchy jingle:
“Ghul mil ke rehta desh mera
Har rang mein ghulta desh mera
Zubaan pe rishte pakaata desh mera
Ghul mil ke rehta desh mera

Rishton mein chalakta
Yaari mein pakta
Tyoharon se banta desh mera
Ghul mil ke rehta desh mera”