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Tata Salt - Desh ka namak

Tata Chemicals (TCL) 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-and-a-half decades. It 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 for 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. The company 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 pure iodised salt.

A measure of what the brand has come to mean to its consumers across the country has been expressed in the ET Brand Equity Survey 2010, conducted by AC Nielsen, wherein Tata Salt was ranked as the second most trusted food brand in India.

Market
The TCL franchise today has a 65 percent market share in the national branded salt segment. It sells an average of 50,000 metric tons per month and is available at over 12 lakh retail outlets.

The company also exports Tata Salt to Middle East. The product has been introduced in Dubai and will move on to Abu Dhabi and Sharjah to cover the United Arab Emirates.

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

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

It contains the requisite amount of iodine to ensure proper mental development of children and 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, the product is widely used by hotels and restaurants, housewives, and by manufacturers of packaged snacks, colas and namkeens (savoury snacks).

The salt enhances and accentuates the flavour of vegetables and meat to add taste. Additionally, as a carrier of the essential nutrient iodine, the product supports India's public health campaign against iodine-deficiency disorders.

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

Brand pack size
Tata Salt 1kg
Tata Salt 2kg
Tata Salt 500g
Tata Salt 100g

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What Tata Salt consumers have to say:
"Jaise zindagi ke liye saans ka hona zaroori hai, waise khane ke liye Tata namak ka hona zaroori hai" – Pallavi Gupta, Devendra Nagar, Raipur

"Hum Tata namak bachpan se khate aa rahe hain, iske alava doosra namak hamen pasand nahin hai" – Shubha Tiwari, Raipur