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Consumer products
Tata Chemicals is the market leader in packaged salts in India with more than half the total market consuming Tata brands. The reason: Tata Salt and its fellow brands go far beyond taste to target health initiatives such as iodine deficiency and low sodium requirements.
Tata Salt has won accolades as India's most trusted food brand for several years. New brands I-Shakti and Tata Salt Lite in the salt category are creating waves in the market.
Iodised salt
Tata Salt, the flagship product of TCL's food-additives division, is the top-selling branded salt in India, with around 60-per cent share of the market. TCL's state-of-the-art production processes ensure that Tata Salt arrives in your kitchen and on your dining table untouched by human hand.
The company is committed to providing a pure, proven, high-quality product. Because of its purity and reliability, Tata Salt is the favoured choice of housewives, hotels and restaurants, and manufacturers of packaged snacks, colas and salted snacks. In fact, Tata Salt has been identified as a Superbrand from among 800 shortlisted brands.
The company also recently launched its Topp Salt brand in the Middle East. Vacuum evaporated, super refined and iodine-enriched, Topp Salt has been introduced in Dubai, and will move on to Abu Dhabi and Sharjah to cover the entire United Arab Emirates. The company also plans a rollout in Oman, Kuwait, and Saudi Arabia.
Tata Salt Lite is a low sodium salt. It has been especially created for those who need a low-sodium diet such as patients of high blood pressure. Tata Salt Lite is an example of how the company believes in using science to improve people's everyday lives.
I-Shakti is a free flow solar refined salt. It was launched to help users of loose salt and local branded salts to upgrade to a product that was more consistent in terms of quality and price. The brand is now being extended to the pulses category and the company has launched four new varieties under this label.
Sodium bicarbonate
Sodium bicarbonate, or baking soda, is used as a 'raising agent' in a wide range of bakery products. TCL's refined baking soda offers improved texture in cakes, biscuits and a number of other confectionery products. Because of its superior quality, TCL's sodium bicarbonate is the product of choice for manufacturers of food-grade baking powder and self-raising flours.
Cooking soda Tata Chemicals has launched branded cooking soda to be sold in small, single-use sachets under the label Tata Samunder Cooking Soda. Defined as a value for money offering, Samunder refined food grade soda bicarbonate (NaHCO3) is pure and unadulterated, and is the first branded food grade sachet cooking soda in the country.
Cooking soda is an ingredient already familiar to Indian consumers but has been available in an unbranded form thus far. It is purchased loose or in unmarked plastic pouches. Tata Samunder Cooking Soda caters to a quality-conscious market in this category, in much the same way as Tata Salt did in the early 1980s.
Calcium chloride
It is used as a secondary refrigerant in production and preservation of a wide variety of perishable goods, such as ice cream, sweets, vegetables, juices, fish, poultry and meats. Calcium deficiency in apples can give rise to a common disorder known as 'bitter pit', which manifests itself as slightly sunken areas or pits on the apple, beneath which the fruit tissue turns brown. This disorder may be prevented by the use of calcium chloride sprays.
Water purifier
Safe drinking water is a basic human need. However millions in India are denied this right leading to a huge number of deaths from water borne diseases. Tata Chemicals has developed Tata Swach in collaboration with several other Tata companies as a solution to this problem.
Launched in 2009, Tata Swach is a product that ties in with the Tata Chemicals' mission of serving society through science. This innovation, which combines low-cost ingredients with nanotechnology, aims to reduce the incidence of one of the leading causes of death in the country — waterborne diseases.
Tata Swach has received not only an overwhelming response from consumers but also several awards, including the IDSA design award and the ICIS award for product innovation. |
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