While we continue to build local relevance with our mainstream staples options across regions, we are expanding our product offerings to include specially formulated alternatives to suit diverse palates.
Launch of Tata Salt
Pioneering the cause of iodisation
Evolution of a national brand
Establishing itself as one of India’s most trusted brands with successful campaigns like Desh Ka Namak
(Salt of the Country)
Introduction of I-Shakti
Taking iodisation to the masses
Launch of Tata Salt Lite
Addressing low sodium
requirement
Unveiling of Rock Salt
Providing a premium, gourmet experience with health benefits
Introduction of Herbal Salt
Blending the goodness of herbs with right amount of salt, fortified with wellness benefits
Committed to understanding what triggers anxiety and tension in the lives of Gen Z and millennials, Tata Salt Lite piloted the ‘Age of Rage’ survey. The results of the survey identified traffic, technology and work as the primary sources of stress.
To differentiate itself from the competitive foods market and reinforce its brand proposition, Tata Salt has adopted a multi‑pronged strategy.
We helped raise awareness around the importance of iodine through media response and digital participation. We spoke to mothers and pregnant women, emphasising the daily consumption of iodine for the mental and physical development of their children. We also moderated an interesting discussion with a panel of health experts, doctors, celebrity mothers and to-be mothers.
Shakti Ka Samman (Respect for Strength) was an outdoor initiative in Patna that underlined the importance of women’s health on the occasion of Chhath Puja. We encouraged male devotees to reciprocate the sacrifices often made by women and pledged for safeguarding their women’s health, symbolised by Shakti (Strength), not only during the festival, but also in everyday life.
We forged ahead with category-building initiatives this year, aligned with the brand promise of Sarvagunn Sampann (Wholesome Taste and Nutrition).
Our team of renowned nutritionists spoke to the media extensively during the year, to bring to light the superfoods hidden in our kitchen. This was a definitive move to generate interest around Tata Sampann’s range of quality spices, which are sourced from the most authentic places. Their full-bodied flavour and nutrition are boosted by their natural oils, which ordinary spices are devoid of. Their antimicrobial properties help keep diseases at bay and provide a natural way to maintain healthy body weight and keep us warm during the winters.
We activated a micro-marketing and trial generation plan for Delhiites to help combat the harsh winter with Tata Sampann Haldi. We employed full-page print communication and direct sachet sampling of our product, which was supported by a digital campaign that innovatively used real-time pollution and temperature data to bring out superior product proposition of Tata Sampann Haldi.
We revealed the nutritional benefits of traditional Indian food traditions, through the Tata NutriKorner platform. There’s a world of Indian nutritional wisdom we are yet to discover and Tata NutriKorner is all about bringing that back into the conversation. Health. Nutrition. Wellness – the Indian way!
Through expert columns, articles, tips and recipes, we present a wide choice of nourishing ingredients from the stable of Tata Consumer’s food brands. The platform has seen more than half a million page views monthly. YouTube food creators too have been active participants in creating videos for the portal.
Download Annual Report