Tata Salt takes a step forward in its Premiumization Journey with the launch of Tata Salt SuperLite

Tata Salt SuperLite is India’s first salt with 30% less sodium than regular iodized salt

Tata Salt, a pioneer and market leader in India’s branded iodised salt segment,has extended its low sodium salt portfolio with India’s first-ever 30% low sodium salt – Tata Salt SuperLite. The product is specially formulated with 30% less sodium than regular salt to provide an offering for people who are looking to reduce sodium in their diet. This is the second product by the brand in the premium low-sodium category after Tata Salt Lite, which has 15% less sodium.

As per recent data, salt intake levels in India show consumption is around 11 grams per day, higher than the World Health Organization's (WHO) recommended intake of 5 grams per day[1]. The incidence of high blood pressure is said to be rising among young and middle-aged Indians owing to factors such as sedentary lifestyles, work-related stress, high salt diets and irregular eating habits [2]. Tata Salt SuperLite aims to help consumers in their health journey by offering low-sodium salts.

The brand has now launched a 360 degree campaign featuring acclaimed actor Supriya Pathak. It adopts a candid approach built on the insight that often salt conscious consumers remind their cooks to reduce the amount of salt in their food with the popular adage, ‘namak kam karo’. The brand lands the key message “Namak Badalne ka Socho” as an easier alternative. 

Speaking on the launch of Tata Salt SuperLite, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, “Our latest innovation - India’s first 30% low sodium salt is carefully formulated for the needs of health-conscious consumers. The launch of Tata Salt SuperLite gives consumers who make careful considerations for their lifestyle a trusted option. We are committed to growing this category over the coming years and offer consumers a high-quality option in the process.”

Commenting on the launch of Tata Salt SuperLite, Dr Narsingh Verma, Secretary General, Indian Society of Hypertension, states, “At present, more than half of the Indians who suffer from high blood pressure are not aware of their condition, which poses a serious health problem. The development of India’s first 30% less sodium salt could help consumers reduce their sodium intake as well as create awareness about an illness which many Indians are affected by. As an association, we encourage people to take preventive steps and improve their lifestyle.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India further adds "Today more and more people are health conscious and the common phrase often heard in their house is ‘Namak Kam Kar’. We used this insight to create a musical lead by the cooks in the house which informs people that they don't have to reduce salt but just switch to India's first 30% low sodium salt. “

Tata Salt SuperLite is available in one kg packets priced at Rs. 60 across General Trade, Modern Trade and Ecommerce channels.

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About Tata Consumer Products Limited

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready to eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull and Tata Q. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 11,600 cr with operations in India and International markets. For more information on the Company, please visit our website www.tataconsumer.com

[1]Sources of Dietary Salt in North and South India Estimated from 24 Hour Dietary Recall. “ 01 Feb, 2019

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6412427/

[2] European Society of Cardiology “One in five young adults in India has high blood pressure.” 25 Nov, 2018. https://www.escardio.org/The-ESC/Press-Office/Press-releases/One-in-five-young-adults-in-India-has-high-blood-pressure