Tata Salt awarded 'Superbrand'
September 30, 2004
Tata Salt has been awarded the 'Superbrand'
title in the FMCG brands category, in the much anticipated
first list of winners of India's very first 'Oscars in Branding'
- The Superbrands.
Superbrands India, an independent body comprising legendary
advertising, marketing, research and media professionals mandated
to recognise excellence in branding and promote the discipline
of branding itself, has announced the winners, who have been
identified to be the strongest brands in their respective
categories and have been chosen from among over 700 short-listed
Said Satish Sohoni, COO, Food Additive Business, Tata Chemicals,
"This title is based on the consumers' brand recall and
satisfaction in its category and I think it is only fair to
say that over a period we have sustained our brand leadership
in a consistent manner. The title 'Superbrand' for Tata Salt
is recognition of the team's continual efforts towards ensuring
The Brand Council evaluated over 700 consumer brands in the
country under 98 different categories to identify the Indian
Superbrands for the year. The Brand Council has doyens from
the world of commerce and industry, advertising, marketing
and media. Comprehensive research is undertaken to identify
the brands in various categories and that offer the consumer
significant emotional and / or physical advantages over its
competitors, which (consciously or subconsciously) customers
want, recognise and are willing to pay a premium for.
Said Prasad Menon, MD, Tata Chemicals, "It is indeed
a matter of great pride that Tata Salt has been selected as
a Superbrand. It only reiterates our growing commitment and
sustained efforts as a company in providing value to its customers
The winners were felicitated at a gala event held on September
29, 2004. The Superbrands Organisation has been tracking the
branding phenomenon for the past 10 years. The criteria for
selection of the winning consumer brands include perceived
brand image plus the brands' mind share, goodwill, consumer
loyalty, trust and emotional bonding.