November 2008 | Cynthia Rodrigues

Tata Salt

Like the larger Tata brand whose name is an integral part of its own name, Tata Salt upholds values of trust and purity

Tata Salt pioneered the branded salt movement in India in 1983. It was the first salt in India to be manufactured using vacuum evaporation technology. By doing so, it created a successful niche for itself and continues to occupy the leadership position.
 
The desh ka namak (salt of the nation) advertising campaign lent voice to the emotional connect and warmth that people associate with salt. In espousing the cause of the common man, through its insistence on saltiness for taste and the adequacy of iodine to ensure complete wellness, it earned for itself the epithet of desh ka namak and the trust of consumers across the country.
 
Today, the brand is seen as reliable and trustworthy and promoting the health of customers. Its appeal cuts across regions and it has become an integral component of a majority of Indian kitchens.
 
The brand has kept up with the times, reinventing itself in an age of health consciousness with Tata Salt Lite.
 
Like the larger Tata brand whose name is an integral part of its own name, Tata Salt upholds values of trust and purity. Twenty-five years after it stormed the marketplace with a high quality branded salt for consumers who had no alternative to rock salt, the brand continues to deliver delight and satisfaction to its customers.

Also read:
The Tata promise
The Tata marque has become a symbol of quality, reliability, and real value, not just in India but in other parts of the world too
 
Articles on some of the other Tata brands:
Taj Hotels Safari, Sumo
Gateway Jaguar
Ginger Land Rover
Himalayan Tata Tea
Tata AIG General Insurance Tetley
Tata AIG Life Insurance Tata Indicom
Tata Mutual Fund Titan
Tata Salt Tanishq
Eight O'Clock Coffee Titan Eye+
Tata Coffee Voltas
Indica, Indigo