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Tata Chemicals announces the launch
of Tata Salt Lite
October 22, 2007
 Tata
Chemicals limited (TCL), the country’s leading salt manufacturer
and marketer with the most trusted salt brand Tata Salt, today
announced the launch of Tata Salt Lite, a new brand of low
sodium salt. Tata Salt Lite has been specially formulated
to provide 15 per cent lower sodium than ordinary salt. It
is generally accepted that lower sodium in diet assists in
management of blood pressure. Hence Tata Salt Lite caters
to the homemaker seeking preventive measures towards keeping
blood pressure of family members under check. To be launched
in major metros and mini-metros across India, Tata Salt Lite
will be introduced in Delhi national capital region, Mumbai
and Pune in the first phase.
Tata Salt Lite will be available in 1 kg attractive laminated
pouches for consumers priced at Rs18 per kg. The launch of
Tata Salt Lite will be supported by promotions in the form
of advertisements on FM radio channels and a print advertising
campaign in newspapers and magazines. Communication captures
situations in day-to-day life which make us prone to tension
and how daily use of Tata salt Lite will help one look at
the lighter side of life.
 Unveiling
the new Tata Salt Lite, R Mukundan, executive vice president,
Tata Chemicals, said, "With the launch of Tata Salt Lite,
Tata Chemicals reiterates its commitment to contribute to
the wellness of its consumers and help them experience the
lighter side of life. Our research showed that the available
salt brands do not cater to this niche segment of low sodium
salt users. We therefore felt the need of introducing this
new speciality salt brand, which would meet the essential
need of low sodium in addition to being refined and iodised.
We plan to get a foothold in the health and wellness segment
with Tata Salt Lite, as it will assist our consumers in the
management of high blood pressure and heart related diseases."
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