Tata i-Shakti Dals signs Chef Sanjeev Kapoor as the brand ambassador
Tata Chemicals, a global company with interests in businesses that focus on LIFE: Living, Industry and Farm Essentials, today announced their association with star chef Sanjeev Kapoor for Tata i-Shakti unpolished dals, which is a recent addition to its consumer products portfolio.
Chef Sanjeev Kapoor promoting i-Shakti Dals
Dal is the mainstay of a majority of Indians, cutting across social and economic strata. Tata Chemicals launched Tata i-Shakti Dals in 2010 with a mission to not only bridge the existing gap between demand and supply of pulses in the country; but also provide reliable quality, hygienic pulses to Indian households and pioneer the unpolished dals category. Focused on providing a wholesome nutritious product, the company takes special care to conserve the inherent quality of the pulses and their nutrient values in Tata i-Shakti unpolished dals. Initially, four popular varieties of Tata i-Shakti unpolished dals; namely chana, toor, urad, moong (including moong dal, whole and chilka) and masoor, are available in 21 states and they have received tremendous response from health conscious consumers.
Key highlights: Tata i-Shakti unpolished dals
- Premium quality, superior than other packed or loose dal
- Unpolished - No added chemicals or colour
- Maximum protein power
- 100% color sorted, machine cleaned and graded – for convenience of housewives
- Value-for-Money (reasonably priced)
- All natural, farm fresh
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"To spread mass awareness about the health benefits of Tata i-Shakti unpolished dals, their delicious taste and quick cooking, Tata Chemicals has roped in Sanjeev Kapoor, one of India's top food connoisseur and most admired chef. He has been the quintessential face of high-quality cooking and is recognised across the country. With the association of Sanjeev Kapoor and Tata i-Shakti unpolished dals, we think that we will enhance our engagement with consumers who seek great tasting food with a healthy dose of nutrients," said Ashvini Hiran, COO, consumer products division, Tata Chemicals.
He further added, "As per estimates, India accounts for 33 percent of the world's area under pulses, 22 percent of production and 20 million tonnes of consumption annually. But the pulses markets of India are dominated by polished dals, which undergo polishing by various external means. With mass awareness on the availability of Tata i-Shakti unpolished dals across India, we aim to revolutionise the pulses buying and consumption pattern of Indian households."
Sanjeev Kapoor, the brand ambassador of Tata i-Shakti unpolished dals, said, "Tata i-Shakti unpolished dals are superior form of dals which do not undergo the polishing process. Consumers are often eluded by the shine and shimmer of polished dals without realizing the disadvantages attached with the same. Unpolished dals retain maximum proteins and are low on moisture, hence facilitate faster cooking, lending superior taste to your dal recipes! I consider it an honour to be associated with Tata i-Shakti unpolished dals as I am quite convinced about its unique benefits."
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For media enquiries, please contact:
Ms. XXXXXXXXXX
Telephone:
91-22-6652 6652 /6652 6653
Fax: 91-22-6652 6653
Email: XXXX@tatachemicals.com