A STUDY ON CONSUMER PERCEPTION TOWARDS

TATA SALT

Submitted in partial fulfillment of the requirement for the award of

Master Of Business Administration Session (2022-2024)

SUBMITTED BY: - SUMAN KUNDU

ROLL NO: - 14S22MB26
Under the guidance of: - Dr. Tushar Kanti Das
 DECLARATION

I Suman Kundu, Student of MBA, Sambalpur university bearing Roll no:

14S22MB26 solemnly declare that this report entitled “A STUDY ON
CONSUMER PERCEPTION TOWARDS TATA SALT” are true to the
best of knowledge. This report is on my own and is not submitted to any
other institution or published at any time before.

SUMAN KUNDU
14S22MB26

ACKNOWLEDGEMENT
I express my sincere and heartfelt thanks to Our Head of the department
Dr. Tushar Kanti Das sir, who Always gives valuable suggestions and
guidance during Completion of this project. He has been a source of
Inspiration during the completion of my project work. He helped me to
understand and remember Important details of the project that I would
have Otherwise lost.

And last but the least I would like to thank my classmates and my friends
for their encouragement and constructive discussion in completing this
project.

SUMAN KUNDU

14S22MB26
MASTER OF BUSINESS ADMINISTRATION

CONTENTS
CHAPTER 1: INTRODUCTION AND DESIGN OF THE STUDY………

1. DECLARATION
2. ACKNOWLEDGEMENT
3. ABSTRACT
4. INTRODUCTION
 5. OBJECTIVES
6. SCOPE
7. RESEARCH METHODOLOGY
8. LITERATURE REVIEW
CHAPTER 2: INDUSTRY PROFILE AND COMPANY PROFILE…….
1. INTRODUCTION
2. HISTORY
3. PROFILE
4. MISSION VISION AND GOALS
5. SWOT ANALYSIS
6. DATA COLLECTION METHOD AND LIMITATION
CHAPTER 3: ANALYSIS AND INTREPRITATION OF DATA…….…
CHAPTER4: FINDING, SUGGESTION AND CONCLUSION…………
1. FINDINGS
2. SUGGESTIONS
3. CONCLUSION
CHAPTER 5: APPENDIX…………………………………………………
1. BIBLIOGRAPHY
QUESTIONNARIES

ABSTRACT
Tata Salt, a renowned product in the food industry, is a brand of table salt
produced by Tata Chemicals. Known for its purity and quality, Tata Salt
undergoes a rigorous process of refinement and iodization to meet the
dietary needs of consumers. The brand has established itself as a trusted
source of essential iodine, contributing to the prevention of iodine
deficiency disorders. With its commitment to health and nutrition, Tata
Salt has become a staple in households, catering to the well-being of
individuals across various demographics. Tata Salt stands as an iconic
brand that has redefined the significance of salt beyond just a seasoning
agent. Manufactured by Tata Chemicals, a part of the esteemed Tata
Group, Tata Salt has emerged not only as a culinary essential but also as a
crucial solution to addressing iodine deficiency disorders (IDD). This
comprehensive abstract delves into the multifaceted aspects of Tata Salt,
tracing its journey from a mere condiment to a pioneer in promoting
public health through iodization. Salt has been a valuable commodity, used
for centuries not only to enhance flavor but also as a preservative.
However, the realization of the link between iodine deficiency and various
health issues led to a pivotal shift in salt's role. Iodine, an essential
micronutrient, is vital for the proper functioning of the thyroid gland and
overall human health. The lack of iodine in the diet can lead to goiter,
cretinism, mental retardation, and other disorders collectively known as
IDD. This deficiency became a pressing concern in various parts of the
world, propelling the need for iodized salt. Tata Salt, recognizing the
gravity of iodine deficiency and its impact on public health, embarked on
a pioneering journey to introduce iodized salt to the Indian market in the
1980s. This transformative initiative aimed to enhance the nutritional
quality of salt while ensuring its accessibility to a vast population. The
brand's commitment to "Desh Ki Sehat, Desh Ka Namak" (Health of the
Nation, Salt of the Nation) encapsulates its dedication to improving the
health of the masses through iodization. Tata Salt's success can be
attributed to its commitment to maintaining the highest standards of
health, purity, and taste. Through rigorous quality control measures, the
brand ensures that every grain of salt carries the optimal iodine content.
This dedication has garnered the trust of consumers, making Tata Salt a
household name synonymous with quality. Additionally, the brand's
continuous efforts to balance iodization with taste have made it an integral
part of culinary practices.
 INTRODUCTION

Tata salt is India's first branded salt. The story of this brand is interesting
because the brand came.
as bye product. Tata salt was launched in 1983. Tata Chemicals has their
largest integrated.
chemical plant in Mithapur. The soda ash plant needed fresh water for
their boilers. Hence to
supply fresh water, the company started purifying sea water and it created
high quality salt as a
bye product in the process. This coincided with the government campaign
with the support of
UNICEF for promoting Iodised salt since iodine deficiency was a serious
issue haunting the
children's health.
This environment gave birth of one of the super brands and a classic case
of branding a
commodity in the Indian market.
The Indian salt market is estimated to be around Rs 1 billion. The market
is dominated by.
unbranded players. Tata salt have a market share of around 40% in the
branded segment and
18% in the total market. The product salt is a low involvement and low
value product with little.
scope of differentiation. Tata salt had the first mover advantage and was
able to consolidate its
position in the market through brand building.
1990 saw organized players eyeing the market. Captain Cook salt was
launched in the market.
taking the "free flowing" feature as a differentiating factor. 1996 saw HLL
extending its
Annapurna brand to salts and positioning its brand on the platform of
health and iodine content. 2001 saw the high profile launch of Dandi salt
from Kunwar Ajay sari fame. Still 70% of the
market is dominated by unbranded players.
Tata salt started its life positioning on the rational platform of purity. Since
the corporate
brand had the value of Trust engrossed in Indian consumer's mind, Tata
salt was eagerly owned.
by the consumers. One of the major factors that accelerated the growth of
branded salt and Tata.
salt was the effective campaign by the government to promote iodised salt.
The campaign
penetrated the market to as deep as 20% and the first mover Tata Salt
benefited most out of it.
2002 saw the repositioning of Tata Salt on the platform of emotion. The
brand owners
felt that they should rise above the rational differentiation and try to
emotionally influence the
consumers. Hence Tata salt adopted its new tagline " Desh ka namak"
translated " Salt of the
nation". The brand is trying to associate itself to the nationalistic feeling of
the consumers and is.
trying to fill a passion towards the brand. It is a herculean task for a brand
that is in a category.
which is low involvement and low priced. To create involvement in such a
category will be a
tough task. But the campaign has raised the brand to new heights in terms
of market share. Since
customers usually are brand loyal and tend to use the same brand of salt
every time (
convenience factor) , such high decibel campaigns helps in strong brand
recall.
But the long-term view of this category is challenging because the scope
of differentiation.
has not been sustainable. There has not been any serious product
development these years and
this can recommoditize the category. The brand owners may have to think
about value additions.
in the marketing mix to capture the 70% of unbranded segment.
Tata Chemicals (TCL) pioneered the iodized branded salt.
movement with its launch of Tata Salt in 1983. This has
transformed into a national movement over the past two-and-
a-half decades. It is the first salt in India to be manufactured.
using the vacuum evaporation technology.
This pioneering brand has played a role in the battle against
iodine deficiency and set standards in the category for hygienic
production, thus satisfying the latent need for high quality branded
salt in the country. In India, salt and integrity have a connection that
stretches back to a time much before Tata Salt
was born. The company has drawn on India's rich relationship with salt to
deliver a product that
embodies reliability, honesty and credibility, qualities that emanate from
the Tata creed of
business.
The company continues to educate consumers across the country about the
benefits of using pure
iodised salt.
A measure of what the brand has come to mean to its consumers across the
country has been.
expressed in the ET Brand Equity Survey 2010, conducted by AC Nielsen,
wherein Tata Salt
was ranked as the second most trusted food brand in India.

Market
The TCL franchise today
has a 65 percent market
share in the national
branded salt segment. It
sells an average of 50,000 metric tons per month and is available at over
12 lakh retail outlets.
The company also exports Tata Salt to Middle East. The product has been
introduced in Dubai
and will move on to Abu Dhabi and Sharjah to cover the United Arab
Emirates.

Product
Consumed by nearly 40 million households each month, Tata Salt is a
super-refined, vacuum-
evaporated iodised salt produced by Tata Chemicals at Mithapur, on the
western coast of
Gujarat, in one of the most integrated inorganic chemical complexes in
India.
It is manufactured through a technologically advanced production process
by evaporating sea.
brine in steam-heated vacuum evaporators, is almost completely free from
extraneous matter and
reaches consumers in the purest possible form. Tata Salt has a fine
crystalline structure and
dissolves very quickly.
It contains the requisite amount of iodine to ensure proper mental
development of children and
prevents iodine deficiency disorders in adults. It undergoes stringent
quality standards prior to its
distribution to different parts of India.

Applications
Due to its purity and reliable quality, the product is widely used by hotels
and restaurants,
housewives, and by manufacturers of packaged snacks, colas and
namkeens (savory snacks).
The salt enhances and accentuates the flavor of vegetables and meat to add
taste. Additionally,
as a carrier of the essential nutrient iodine, the product supports India's
public health campaign.
against iodine-deficiency disorders.
Tata Salt is available for consumers in 4 Convenient Pack
Sizes as follows.

BRAND Pack size

Tata Salt 1kg
Tata Salt 2kg
Tata Salt 5oog
 Tata Salt 100g

A taste for health

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 are also creating waves in the market.
The company manufactures four varieties of salt: iodised salt, crystalline
salt, vacuum salt and
pure salt.

Iodised salt
1. Tata Salt
2. i-Shakti
3. Tata Salt Lite
4. Topp Salt

Crystalline salt
1. Samunder Crystal Salt
2. Vacuum salt
3. Pure salt

Iodised salt
Tata Salt, the outstanding offering in TCL's consumer products basket, is a
household name with
top-of-the-mind brand recall and a majority market share of the Indian
branded iodised salt
market, way ahead of the nearest competitor. It has consistently proved its
mettle by being rated.
in the top 10 most trusted brands in the survey conducted by The
Economic Times, India's
largest financial newspaper. Tata Salt was named the 'No.1 Food Brand'
among the most trusted.
food brands list.
The company also has an export brand Topp Salt 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.
Tata Chemicals has made a foray into the low sodium salt category with
its specialty product.
Tata Salt Lite, to provide consumers with a new health option: salt that
contains 15 per cent.
lower sodium than ordinary salt and is enriched with iodine and
potassium. The salt is.
specifically aimed at a health–conscious segment of society that faces
lifestyle affecting diseases.
such as hypertension, heart disease, diabetes, etc.

OBJECTIVES

Quality Assurance: Ensure that Tata Salt products consistently meet the
highest quality standards to provide customers with a reliable and safe
product.

Market Expansion: Increase the presence of Tata Salt products in both

domestic and international markets, targeting regions with untapped
potential.

Health Promotion: Educate consumers about the benefits of iodized salt

and its role in preventing iodine deficiency disorders, promoting overall
public health.

Product Innovation: Continuously research and develop innovative salt-

based products that cater to changing consumer preferences and dietary
needs.
Sustainability: Implement environmentally friendly practices in
production, packaging, and distribution to reduce the ecological footprint
of Tata Salt products.

Consumer Engagement: Develop engaging marketing campaigns and

initiatives that connect with consumers and promote the importance of
using iodized salt in their diets.

Partnerships and Collaborations: Establish partnerships with relevant

organizations, health institutions, and NGOs to enhance public awareness
about the significance of iodine intake.

Customer Satisfaction: Strive to exceed customer expectations by

providing excellent service, responding to feedback, and addressing any
concerns promptly.

Sales Growth: Achieve consistent revenue growth through effective

distribution strategies, competitive pricing, and product differentiation.

Social Responsibility: Contribute to the well-being of communities by

supporting initiatives that improve nutrition, health, and access to iodized
salt, particularly in underprivileged areas.
SCOPE

Tata Salt is a brand of salt manufactured by Tata Consumer Products, a

subsidiary of the Tata Group. It is one of the leading salt brands in India
and has gained a significant market presence. Tata Salt is known for its
commitment to providing iodized salt to address iodine deficiency in
India, a major health concern. The brand has introduced various types of
salt, catering to different consumer preferences and needs, such as:

Tata Salt Iodized Salt: The original and most common variant, fortified
with iodine to support healthy thyroid function.

Tata Salt Lite: A low-sodium salt option designed for those who want to
reduce their sodium intake.

Tata Salt Plus: Enriched with iron, it helps address iron deficiency anemia.

Tata Black Salt: A variant that adds a distinctive flavor to dishes,

commonly used in Indian cuisine.

Tata Salt Rock Salt: Also known as Sendha Namak, it's used during
religious fasting in India and adds a unique taste to foods.

Tata Salt Crystal Salt: Unrefined, coarser crystals of salt that add texture
and flavor to dishes.
RESEARCH METHODOLOGY

The methodology that was adopted for the study includes both primary
source of
data as well as the secondary source of data. The methodology of the study
can be
explained as follows:
PRIMARY DATA:
The primary data are those which are collected afresh and for the first
time,
and thus, happens to be original in character. We can obtain primary data
either through.
observation or through direct communication with respondents in one
form or another or
through a personal interview. There are several methods of collecting
primary data, but in
This research work primary data collected by using questionnaire.

SECONDARY DATA:
Secondary data means data that is already available i.e., they refer to the
data which have.
already been collected and analyzed by someone else. When the researcher
utilizes
secondary data, then he has to look into various sources from where he can
obtain them.
Secondary data may either be published data or unpublished data. In this
research work,
secondary data collected through the

 Internet
 Company manual and booklets
 Books etc.
 The source of information is generally classified as primary and
secondary.
According to pay line V. Young The source of information can be
classified into
documentary sources and field sources.

a) Primary data: -
The information given / collection by individuals or group constitute
primary.
source.
Methods of generating primary data
i) Survey
ii) Personal interview
iii) Group interview
iv) Observation
v) Questionnaire

b) Secondary data:
Books, diaries, manuscripts, letter, magazine, internet etc. are secondary or
documentary.
source. The researcher for this dissertation has decided to use primary
source as interview.
schedule and secondary source as books and internet for data collection.
Tools Of Data Collection:
a) Interview schedule & questionnaire was used as tool for primary source
of data
collection.
b) Interview schedules consist of number of questions typed in a definite
order or
form.
Pre-study:
After careful study of literature and expert consultation the researcher still
may
have only a rather vague idea about the critical element in his
problem. As pilot study sometimes may be launched as a step preliminary
to the form scale before original study
are carried out in order to gain some preliminary information of the main
project for this.
purpose the researcher meet company’s personal manager to get the pre
knowledge of the
subject before conducting actual data collection.

Pretesting: -
Pretesting is the process of an advance testing of study design after the
interview.
schedule has been prepared. The researcher referred books and the internet
to get prepared.
literature for this project & report.
Processing: -
Once the collection of data is over the main step top arranged for
processing and
analysis of data. So, the interview can be made resulting information
theories. The first
step is editing, is a process of examining the data collection in interview
schedule to
defect efforts and mission and to see that they are corrected, and the
schedules prepared tabulation.

Editing:
The preparation of the data forms for tabulations must include on
operational.
procedure for accepting, modifying or resection individual questionnaire.

Tabulation:
Tabulation is a process of summarizing raw and display it in compact
forms for
further analysis. Analysis of data is made possible through tables. These
tables are made for different variables and show relationship
with each other.

Interpretation of data: -
Analysis and interpretation are central steps in research process. The goal
of
analysis is to summarize o collected data in such a way that they provide
answer to the
and triggered the researcher. Interpretation is the research for the broader
meaning of
research finding. The questionnaire is preceded a few uncoded response
are classified the
code was verified before transferred to the master chart..
LITERATURE REVIEW

Tata Salt, a flagship product of Tata Chemicals, has garnered significant

attention in both the consumer goods and nutritional sectors. This
literature review aims to provide an overview of the product's history,
composition, impact, and relevance in the market.

Historical Evolution:
Tata Salt was introduced to the Indian market in 1983 as a response to the
prevailing iodine deficiency disorders (IDD) in the country. The
introduction of iodized salt through Tata Salt played a pivotal role in
addressing this public health concern. This move revolutionized the Indian
salt industry, making it a pioneer in iodized salt production.

Composition and Innovation:

Tata Salt's primary innovation lies in its iodized formulation. Iodine, an
essential micronutrient, is crucial for proper thyroid function and cognitive
development. Tata Salt's successful incorporation of iodine into a daily-use
product played a crucial role in mitigating IDD on a national scale.
Additionally, the product's formulation has expanded to include various
variants such as low sodium, iron-fortified, and mineral-rich versions,
catering to different consumer needs.
Public Health Impact:
The introduction of Tata Salt marked a turning point in public health
awareness in India. The nationwide campaign to combat iodine deficiency
gained momentum, as Tata Salt's widespread adoption contributed
significantly to reducing IDD prevalence. The success story of Tata Salt
has inspired similar initiatives in other countries facing similar nutritional
challenges.

Market Dominance and Consumer Perception:

Tata Salt's brand equity and trust among consumers have grown
significantly over the years. Its commitment to quality and health, coupled
with effective marketing strategies, have contributed to its strong market
presence. The product's affordability and wide availability have made it a
household name, establishing an emotional connection with consumers.

Challenges and Criticisms:

While Tata Salt has achieved remarkable success, it has not been without
challenges and criticisms. Some concerns include the accuracy of iodine
content in various batches, which could impact its effectiveness in
preventing IDD. Additionally, the success of Tata Salt has also prompted
questions about the monopoly of certain companies in the salt market,
potentially limiting consumer choice.

Sustainability and Future Directions:

Tata Chemicals' commitment to sustainability is evident through its efforts
to reduce the environmental impact of its operations. The company has
made strides in minimizing energy consumption and waste generation
during salt production. Furthermore, future directions for Tata Salt may
include continued innovation in terms of packaging, product variants, and
exploring novel ways to address emerging nutritional challenges.

Variants and Diversification:

Over time, Tata Salt diversified its product offerings to cater to different
consumer needs. Variants such as low sodium, iron-fortified, and mineral-
rich versions were introduced to address specific nutritional requirements.
This diversification demonstrated the brand's commitment to innovation
and its ability to adapt to evolving consumer preferences and health trends.

Tata Salt's journey from a simple iodized salt product to a symbol of

health, innovation, and social responsibility is an exemplary tale of
business acumen meeting public health needs. Its historical evolution,
composition, impact on public health, market dominance, challenges, and
sustainability efforts collectively underscore its significance. As Tata Salt
continues to adapt and innovate, it is poised to remain a crucial player in
both the salt industry and the ongoing battle against
nutritional deficiencies. Tata Salt has played a pivotal role in improving
public health and raising awareness about the importance of iodine
consumption, setting a precedent for other companies and
initiatives to follow suit.
 CHAPTER 2
INDUSTRY PROFILE & COMPANY PROFILE
ABOUT TATA SALT INDUSTRY

Tata Salt, a renowned brand in the salt industry, has made its mark as a
household name in India and beyond. This article delves into the historical
journey, market dynamics, production processes, innovations, and impact
of Tata Salt within the salt industry.

Historical Background:
Tata Salt is a product of Tata Chemicals Limited (TCL), a subsidiary of
the Tata Group, one of India's largest conglomerates. Established in 1939,
Tata Chemicals Limited embarked on its journey in the chemical industry.
However, it wasn't until the late 1980s that the company entered the
consumer market with Tata Salt.

Market Dynamics:
The salt industry plays a crucial role in the Indian food sector due to its
widespread consumption. Tata Salt identified an opportunity in the market
to provide consumers with iodized salt to combat iodine deficiency
disorders, a prevalent health concern in India. This focus on health-
conscious products marked a turning point for the industry, and Tata Salt
quickly gained recognition for its quality and health benefits.
Production Processes:
Tata Salt introduced an innovative process known as vacuum evaporation
technology to produce iodized salt. This technology significantly
improved the quality of salt by reducing impurities and increasing iodine
content. The process involves dissolving salt in water, purifying the
solution, and then evaporating the water to obtain pure salt crystals. This
technology not only increased the nutritional value of the salt but also set a
benchmark for salt production in India.

Innovations and Impact:

Tata Salt's pioneering efforts in introducing iodized salt had a profound
impact on public health. Iodine deficiency had long been a concern in
India, leading to various health issues, including goiter and mental
retardation. The introduction of iodized salt addressed these concerns and
contributed to a significant reduction in iodine deficiency disorders across
the country.

Furthermore, Tata Salt's packaging innovations, such as the use of

moisture-resistant packaging and free-flowing technology, ensured that the
salt remained fresh and free from clumping even in humid conditions. This
innovation was particularly relevant for a country like India with diverse
climatic conditions.

Sustainability and Social Initiatives:

Apart from its contributions to the salt industry, Tata Salt has also shown a
commitment to sustainability and social responsibility. The company has
undertaken initiatives to reduce its carbon footprint, optimize water usage,
and promote responsible salt mining practices. Additionally, Tata Salt has
been involved in community development projects, including promoting
education, healthcare, and livelihood opportunities for marginalized
communities in salt-producing regions.

Market Expansion and Global Presence:

The success of Tata Salt in India paved the way for its global expansion.
The brand ventured into international markets, leveraging its reputation for
quality and health benefits. It established its presence in various countries,
catering to the Indian diaspora and expanding its consumer base to a
broader demographic.

Challenges and Future Prospects:

While Tata Salt has achieved significant milestones, it has also faced
challenges. Competition within the salt industry, evolving consumer
preferences, and increasing health-consciousness have led to the
emergence of alternative brands and products. To stay relevant, Tata Salt
has consistently focused on innovation, diversification, and marketing
strategies. As the salt industry continues to evolve, Tata Salt's future
prospects remain promising. Its commitment to health, quality,
sustainability, and innovation positions it well to adapt to changing market
dynamics and consumer demands.

Tata Salt's journey from a chemical company to a household brand in the

salt industry is a testament to its commitment to quality, health, and
innovation. Through its pioneering efforts in introducing iodized salt,
technological innovations, and sustainable practices, Tata Salt has not only
transformed the Indian salt industry but also contributed significantly to
public health and well-being. As the company continues to adapt and
evolve, its legacy is bound to influence the industry for years to come.

COMPANY PROFILE

Tata Salt, a prominent brand under the Tata Consumer Products umbrella,
has established itself as a household name in India and beyond. Renowned
for its commitment to quality, purity, and health, Tata Salt has
revolutionized the salt industry by introducing iodized salt to combat
iodine deficiency disorders. This company profile delves into Tata Salt's
history, product offerings, innovation, sustainability efforts, market
presence, and its significant impact on the Indian food industry. Tata Salt's
journey began in 1983 when it launched India's first iodized salt, Tata Salt,
to address the prevalent issue of iodine deficiency. This landmark initiative
aimed to improve public health by preventing disorders like goiter. Over
the years, Tata Salt diversified its product range to cater to varying
consumer preferences, offering options such as Tata Salt Lite, Tata Salt
Plus, and Tata Black Salt. The company's dedication to quality and
innovation has propelled it to the forefront of the salt industry. Tata Salt's
product portfolio extends beyond basic table salt. Tata Salt Lite, for
instance, caters to health-conscious consumers by offering reduced sodium
content. Tata Salt Plus, enriched with iron and iodine, addresses nutritional
deficiencies. The brand has also introduced specialized salts like Tata
Black Salt, popular for its distinctive flavor and digestive properties. Such
innovations underscore Tata Salt's commitment to enhancing taste while
prioritizing health. At the heart of Tata Salt's success lies its emphasis on
purity and quality. The company sources salt from selects salt pans,
subjecting it to rigorous purification processes that ensure the removal of
impurities. Tata Salt adheres to stringent quality control measures,
complying with national and international standards. The brand's promise
of purity has garnered trust among consumers, making it a staple in
Indian kitchens.
Tata Salt recognizes its responsibility towards the environment and
society. The brand has implemented sustainable practices across its
operations, including minimizing water usage in production, promoting
responsible packaging, and supporting local communities. These efforts
align with Tata Salt's commitment to holistic well-being, extending
beyond individual health to the health of the planet.
Tata Salt's impact on the market is profound. Its iodized salt campaign
significantly reduced iodine deficiency disorders in India, contributing to
public health improvement. The brand's diverse product offerings have
captured a broad consumer base, catering to different dietary needs. Its
marketing strategies, endorsements by renowned personalities, and
consistent quality have solidified its position as a trusted
choice for consumers.

Tata Chemicals Limited (TCL) is a global company with interests in

chemicals, crop nutrition.
and consumer products. It is the world's second largest producer of soda
ash. With
manufacturing facilities in India, UK, the Netherlands, Kenya and USA,
TCL is the world’s most.
geographically diversified soda ash company, with an efficient supply
chain that can service.
customers better and faster across the globe.
Established in 1939 at Mithapur (in Gujarat, India), TCL is a part of the
Tata group. The
company is a pioneer and market leader in the Indian branded iodised salt
segment and India’s.
leading producer of nitrogenous and phosphatic fertilizers.
TCL s global soda ash capacity is around 5.5 million tons per annum, out
of which 60 per cent.
capacity is from natural soda ash deposits at Wyoming, USA and Lake
Magadi, Kenya. Along
with soda ash (sodium carbonate), the company also manufactures sodium
bicarbonate and bulk.
chemicals such as sulphuric acid, phosphoric acid, and sodium tripoly
phosphate (STPP).
Tata Salt, India's largest selling national salt brand is manufactured using
Vacuum Evaporation
Technology. It undergoes stringent quality standards prior to its
distribution to different parts of
India.
Product Excellence:
Tata Salt's commitment to quality and innovation has set it apart from its
competitors. The product undergoes a stringent manufacturing process that
ensures the highest level of purity and iodine content. The advanced
vacuum evaporation technology used in the production process helps
retain essential minerals and nutrients while eliminating impurities. This
dedication to quality has earned Tata Salt numerous certifications,
including ISO 9001, ISO 22000, and FSSAI approvals.

Market Penetration:
Tata Salt's journey from being a novel health initiative to a household
necessity is a testament to its effective marketing strategies. Leveraging
the brand's association with the trusted Tata Group, the company has
effectively reached urban and rural markets alike. Tata Salt's iconic "Desh
Ka Namak" (Salt of the Nation) campaign resonated with the emotional
sentiment of patriotism, further embedding the brand in the hearts of
Indians.

Innovation and Expansion:

The brand's success can also be attributed to its continuous innovation.
Tata Salt introduced variants tailored to the evolving tastes and
preferences of consumers. Tata Salt Lite, Tata Salt Plus, and Tata Salt
Black Salt are some of the innovative products that cater to specific
dietary needs and culinary practices. This adaptability has not only
expanded the brand's product portfolio but has also allowed it to penetrate
diverse market segments.
Social Impact:
Beyond its commercial success, Tata Salt has made significant
contributions to social welfare. The brand's commitment to tackling iodine
deficiency has positively impacted public health across the nation.
Through awareness campaigns and collaborations with healthcare
organizations, Tata Salt has played a pivotal role in reducing iodine
deficiency disorders and improving overall community health.

Sustainability Initiatives:
In line with changing consumer preferences, Tata Salt has also embraced
sustainability initiatives. The company has explored eco-friendly
packaging solutions and engaged in responsible sourcing practices. This
commitment to environmental consciousness aligns with the global shift
towards ethical and sustainable business practices.

Challenges and Future Outlook:

While Tata Salt has achieved remarkable success, it has not been without
challenges. Intense competition, changing consumer behaviors, and
market saturation are among the hurdles that the brand continually faces.
However, Tata Salt's strong brand equity, innovative approach, and
customer-centric strategies position it favorably to navigate these
challenges and continue its growth trajectory.

Tata Salt's journey from a solution to a health crisis to a household staple

reflects its remarkable impact on Indian society. The brand's commitment
to quality, innovation, and social welfare has not only solidified its
position in the market but has also contributed to the nation's well-being.
As Tata Salt continues to evolve and adapt, it remains a beacon of
excellence and reliability, shaping the Indian table and the lives it touches.
Tata Salt, India's largest selling national salt brand is manufactured using
Vacuum Evaporation
Technology. It undergoes stringent quality standards prior to its
distribution to different parts of
India. Tata Salt is therefore safe for families, especially children.

PURE & WHITE

Tata Salt is made by removing impurities from seawater. This makes Tata
Salt pure and white.

VACUUM® EVAPORATED.
Unlike Solar Salt, Tata Salt is made using Vacuum Evaporation
technology. In this process,
water is boiled for hours together. This makes it bacteria free.

MOISTURE-PROOF PACKAGING
Tata Salt is packed in special laminated pouches which are sealed using
modern technology. This
keeps the salt dry, moisture-proof and free flowing.

CONSISTENT IODINE
Tata Salt contains requisite amount of Iodine that ensures proper mental
development of
children and also prevents iodine deficiency disorders in adults.

HACCP* CERTIFICATION
(*Hazard Analysis Critical Control Points)
Some of the Packing Centers for Tata Salt are now HACCP*certified.

SALTIER SALT
Tata Salt contains a consistent & higher amount of saltiness than ordinary
salt which means a
A lesser quantity of salt is required in cooking.

TEST OF PURITY
Mix 2 teaspoons of Tata Salt in a transparent glass of water and see the
effect. When ordinary
salt is mixed in water it appears cloudy.

TRUSTED BRAND
Tata Salt enjoys the trust of millions of consumers that vouch for its
superior quality.

Competitive Advantages of the product

Tata Salt is manufactured by evaporating sea brine in steam-heated
vacuum evaporators and is.
almost completely free from extraneous matter to reach consumers in the
purest possible form as
It is HACCP certified. Tata Salt has a fine crystalline structure and
dissolves very quickly. Launched in 1983, Tata Salt pioneered the cause of
Iodization in India which transformed into a
national movement over the past two and a half decades and is one of the
Most Trusted Food
Brand In India.
Tata Chemicals Limited is a global company with interests in businesses
that focus on life.
Living, Industry and Farm Essentials. The story of the company is about
harnessing the fruits of
science for goals that go beyond business.
This story began in Mithapur, Gujarat in western India with the creation of
a plant that would.
raise a wealth of marine chemicals from the ocean, with the potential to
touch human lives in
many ways. From these humble beginnings a market-leading international
business has been
created, with operations across four continents.
Through its living essentials portfolio, the company has positively
impacted the lives of millions.
of Indians. Tata Chemicals is the pioneer and market leader in India’s
branded Iodised salt.
segment. With the introduction of an innovative, low-cost,
nanotechnology-based water purifier,
It is providing affordable, safe drinking water to the masses.
Tata Chemicals is the world’s second largest producer of soda ash with
manufacturing facilities.
in Asia, Europe, Africa and North America. The company’s industry
essentials product range
provides key ingredients to some of the world’s largest manufacturers of
glass, detergents and
other industrial products.
The Tata Chemicals Innovation Centre is home to world-class R&D
capabilities in the emerging.
areas of nanotechnology and biotechnology. The company’s Centre for
Agri-Solutions and
Technology provides advice on farming solutions and crop nutrition
practices.
Community links.
In 1980, Tata Chemicals set up a non-governmental organization – Tata
Chemicals Society for
Rural Development (TCSRD) – that works towards holistic community
development, including.
managing water, land and other natural resources, encouraging enterprise
development, and
promoting health and education. TCSRD's activities have been recognised
at a national level.
Tata Chemicals Europe (formerly Brunner Mond) is a major sponsor of
the Lion Salt Works.
rust, a local heritage project in Cheshire, UK and of the Weaver Valley
Initiative, part of the
path-breaking Mersey River clean-up campaign. In Kenya, Tata Chemicals
Magadi supports.
local health care facilities and works to provide education, water and
employment opportunities.
Tata Chemicals is also involved in efforts to preserve the biodiversity of
land along the Gujarat.
coastline and the nesting sites of migratory birds. TCL and Wildlife Trust
of India (WTI) have
signed an MoU for a conservation project that will create awareness and
undertake research to
save the endangered species of whale shark that visits the coastal
shores of Gujarat.

Product profile

Tata Salt
Desh ka Namak

Launched in 1983, Tata Salt has pioneered salt iodization in India, and
holds the distinction of
being India's first branded iodised salt. Introduced in the market were
unbranded salt of dubious.
quality was the norm; Tata Salt came with the assurance of purity.
Using the Vacuum Evaporation® technology, Tata Salt offered consumers
a healthy, hygienic.
alternative — an iodised salt that was untouched by hand.
For over two decades, Tata Salt today continues to be a market leader,
with over 40 per cent.
market share — a testament of the customer's enduring trust in the brand.
Tata Salt has been.
consistently recognised as one of the country's leading food brands.
Over the years, Tata Salt has expanded into new product segments to meet
the changing needs of
its customers and to take the goodness of India's most trusted salt to more
and more consumers.
The Tata Salt product range includes Tata Salt Lite, Tata Salt Plus and Salt
Sprinklers.
Tata Salt has launched a new range of flavoured salts and pepper called
Tata Salt Flavoritz. This
new range offers a variety to consumers and helps add a dash of flavor to
regular dishes to
make them interesting.
 Products:
Lemon Coriander Flavored Salt
The distinctive aroma of coriander and the tanginess of lemon come
together to create a
delectable sprinkling that is perfect for salads, yogurt and raitas.

Red Paprika Flavored Salt

Flavoritz Red Paprika is perfect to give eggs, pizzas and sandwiches that
little burst of fiery flavor.
Black Pepper Powder
Black pepper powder adds a dash of fresh flavor to savory dishes and
gives a tasty twist to your soups and salads.

Tata Salt Lite

The lighter side of life

Hypertension or high blood pressure is one of the leading health problems
urban India suffers.
from. Stressful lifestyles coupled with altered food practices have led to an
exponential increase.
in the occurrence of lifestyle diseases such as diabetes and
high blood pressure.

A research undertaken by the Tata Salt team showed that over 40 per cent
of the adult population.
in India's cities suffers from hypertension, a life-threatening condition that
can be effectively.
managed by the controlled intake of sodium.
In light of these findings, Tata Salt Lite is designed to provide consumers a
convenient means by
which to take preventive measures towards keeping the blood pressure and
weight of family
members in check.
Tata Salt Lite is a low-sodium salt specially formulated to provide 15 per
cent less sodium than
ordinary salt. Refined, iodised and potassium enriched, Tata Salt Lite was
developed to address.
the need for a product that assists the management of blood pressure
through lower sodium intake.

Sprinkles

Easy to use, convenient and high on hygiene,

Sprinklers are the perfect tabletop essential for
every household. Available in two variants – Tata Salt (vacuum
evaporated, iodised salt) and
Tata Salt Lite (15 per cent low-sodium salt) – Sprinklers are salt
dispensers that ensure free-
flowing salt at your fingertips.
Sprinklers are fitted with a rotating sprinkler and a plastic cap that keeps
out any dampness.
keeping the salt fresh and dry. Keep the salt sprinkler on your dining table,
kitchen cabinet,
snack bar, etc and sprinkle the goodness of Tata Salt on salads, soups,
eggs, snacks, etc or use it in your daily cooking.
Sprinklers are now available in all the major cities of India in 150gm cans.

I-shakti

Tata chemicals launched i-shakti free flow

solar refined salt in October 2006. Quality analysis
of ordinary salt available in markets had brought to light that there was a
variation in the level of iodine present in them.
MISSION, VISION & GOALS

Mission:
Tata Salt's mission revolves around improving the health and well-being of
people across India by providing them with high-quality iodized salt. The
company's primary goal is to eliminate iodine deficiency disorders and
promote a healthier lifestyle. Tata Salt aims to be a brand that is
synonymous with purity, quality, and trust, ensuring that every household
has access to iodized salt that meets the highest standards of
safety and nutrition.

Vision:
Tata Salt's vision is to be the leading provider of iodized salt in India,
catering to the diverse needs of its consumers. The brand aspires to
maintain its position as the most trusted and preferred salt brand in the
country. Tata Salt envisions a future where every individual, regardless of
their background, has access to a reliable source of iodine through its
products. Through its innovative offerings and unwavering commitment,
Tata Salt aims to contribute to the overall health and well-
being of the nation.

Goals:

Health Empowerment: Tata Salt's foremost goal is to combat iodine

deficiency disorders by making iodized salt accessible and affordable for
all segments of the population. The company seeks to educate consumers
about the importance of iodine in their diets and how it contributes to their
overall health.

Quality Assurance: Tata Salt's goal is to maintain the highest quality

standards in its products. Through rigorous quality control measures and
advanced manufacturing techniques, the brand aims to deliver salt that is
not only iodized but also free from impurities, ensuring that every grain
contributes to the well-being of its consumers.

Innovation and Diversity: Tata Salt is committed to continuously

innovating its product offerings to cater to evolving consumer preferences
and dietary requirements. The brand's goal is to provide a range of salt
products that meet various needs, such as low-sodium options, specialized
culinary salts, and other variants that align with changing lifestyles.

Trust and Reliability: Building on its legacy of trust, Tata Salt aims to
strengthen its bond with consumers by consistently delivering on its
promises. The brand's goal is to maintain its reputation as a reliable source
of iodized salt, upholding the trust that generations of consumers have
placed in it.

Sustainability: Tata Salt is dedicated to incorporating sustainable practices

in its operations. The brand's goal is to minimize its environmental
footprint through responsible sourcing, eco-friendly packaging, and other
initiatives that contribute to a greener future.

Community Impact: Tata Salt's goal extends beyond business success. The
brand seeks to make a positive impact on the communities it serves by
engaging in health awareness campaigns, educational initiatives, and
collaborations with healthcare organizations. Through these efforts, Tata
Salt aims

Market Leadership: Tata Salt aims to maintain its position as a market

leader in the salt industry. The brand's goal is to continue expanding its
market share by staying attuned to consumer trends, leveraging the
strength of the Tata Group, and adapting its strategies to remain relevant in
a dynamic marketplace.to contribute to the overall well-being of society.
Tata Salt's mission, vision, and goals are deeply rooted in the commitment
to improving public health, ensuring product quality, fostering trust, and
embracing innovation. Through these guiding principles, Tata Salt aims to
contribute to the well-being of individuals and communities across India,
while maintaining its position as a brand of excellence and reliability.
SWOT ANALYSIS

Tata Salt, a renowned brand in the Indian salt industry, has carved a niche
for itself with its commitment to quality, health, and trust. A SWOT
analysis provides valuable insights into Tata Salt's strengths, weaknesses,
opportunities, and threats, helping us understand how the brand navigates
the dynamic seasoning market.

Strengths:
Strong Brand Equity: Tata Salt benefits from its association with the Tata
Group, a conglomerate known for its credibility and values. This
association has contributed to Tata Salt's strong brand equity and
consumer trust.

Pioneering Iodized Salt: Tata Salt's introduction of iodized salt to the

Indian market was a pioneering move that addressed iodine deficiency
disorders. This innovation showcased the brand's commitment to public
health.

Quality Assurance: The brand's dedication to quality is a cornerstone of its

success. Advanced manufacturing processes and rigorous quality checks
ensure that Tata Salt delivers a product that meets high standards of purity
and nutrition.

Innovation: Tata Salt's product portfolio includes variants catering to

diverse consumer preferences. This innovation allows the brand to stay
relevant and capture various market segments.

Nationwide Distribution Network: Tata Salt's wide distribution network

ensures its availability across urban and rural markets, making it
accessible to a broad spectrum of consumers.

Health and Wellness Focus: Tata Salt's commitment to improving public

health by combating iodine deficiency disorders resonates with consumers
who prioritize health and wellness.
Social Impact: The brand's efforts to raise awareness about iodine
deficiency and contribute to public health initiatives have created a
positive social impact, further enhancing its brand image.

Weaknesses:

Competition: The seasoning market is highly competitive, with various

established and emerging brands vying for consumer attention. Tata Salt
faces stiff competition from both local and international players.

Price Sensitivity: Given the widespread use of salt, consumers can be price
sensitive. Competing on price might impact Tata Salt's ability to maintain
premium positioning in the market.

Limited Product Diversity: While Tata Salt offers innovative variants, its
product diversity might still be limited compared to other seasoning
brands that offer a wider range of flavors and ingredients.

Dependence on Iodized Salt: Tata Salt's identity is closely tied to iodized

salt. While this has been a strength, it could be a weakness if changing
consumer preferences or regulatory shifts impact the demand for iodized
salt.
Opportunities:

Health Consciousness: Growing awareness of health and wellness presents

an opportunity for Tata Salt to position itself as a go-to choice for health-
conscious consumers.

Rising Urbanization: As more people move to urban areas, the demand for
packaged and branded products like Tata Salt is likely to increase.

Product Diversification: Tata Salt can expand its product offerings to

include more specialized culinary salts, low-sodium options, and other
innovative seasoning products.

Digital Marketing: Leveraging digital platforms for marketing and

engagement can help Tata Salt reach a broader audience and enhance its
brand visibility.
Sustainability: Incorporating sustainable practices, such as eco-friendly
packaging and responsible sourcing, aligns with evolving consumer
preferences and can be a unique selling point.
Threats:

Market Saturation: The seasoning market might reach saturation, making

it challenging for Tata Salt to differentiate itself and maintain growth
momentum.

Changing Consumer Preferences: As dietary trends evolve, consumers

might shift towards alternatives to traditional table salt, affecting Tata
Salt's demand.

Regulatory Changes: Any changes in regulations related to salt quality,

labeling, or iodine content could impact Tata Salt's production processes
and market positioning.

Counterfeit Products: The brand's popularity makes it susceptible to

counterfeit products that could damage Tata Salt's reputation and trust
among consumers.

Health Fads: Fads promoting salt substitutes or alternatives could pose a

threat to Tata Salt's traditional market, especially if these fads gain
momentum.

Tata Salt's SWOT analysis reveals a brand with strong foundations built
on trust, quality, and innovation. While the brand enjoys a favorable
position in the market, it must navigate challenges such as competition,
changing consumer preferences, and the need for ongoing innovation. By
capitalizing on its strengths, addressing weaknesses, seizing opportunities,
and effectively managing threats, Tata Salt can continue to be a leading
player in the seasoning industry while contributing to public
health and well-being.

DATA COLLECTION METHOD

Data collection methods refer to the techniques and approaches used to

gather information and data for research, analysis, or decision-making
purposes. There are various methods available, each suitable for different
types of research questions, objectives, and contexts. Here are some
common data collection methods:

Surveys and Questionnaires: Surveys involve asking a set of structured

questions to a sample of respondents. Questionnaires are a common tool in
which participants provide written or online responses. Surveys can be
conducted in person, over the phone, through mail, or online, making them
versatile for collecting quantitative data.

Interviews: Interviews involve face-to-face or remote conversations

between a researcher and a participant. They can be structured (with
predetermined questions), semi-structured (with a mix of predetermined
and open-ended questions), or unstructured (open-ended discussions).
Interviews are often used to gather in-depth qualitative insights.

Observations: Observations involve systematically watching and recording

behaviors, events, or phenomena in their natural settings. This method is
particularly useful for understanding behavior in context, but it may
introduce bias based on the observer's perspective.

Focus Groups: Focus groups involve small groups of participants

discussing a specific topic guided by a moderator. This method encourages
interaction and can uncover shared attitudes, opinions, and perceptions.

Secondary Data Analysis: Researchers can analyze existing data collected

by others for different purposes. This can include data from government
agencies, research organizations, or academic institutions. Secondary data
analysis is cost-effective and time efficient.
Case Studies: Case studies involve in-depth exploration of a specific
instance, organization, or phenomenon. Researchers gather data through
various methods, such as interviews, observations, and document analysis,
to provide a detailed understanding of the case.

Content Analysis: Content analysis involves systematically analyzing

texts, documents, or media to identify patterns, themes, and trends. This
method is often used in analyzing qualitative data from sources like news
articles, social media posts, or literature.

Experiments: Experiments involve manipulating variables to observe their

effects on a target outcome. Controlled settings allow researchers to
establish causal relationships between variables, but experiments may lack
ecological validity.

Ethnography: Ethnography involves immersing oneself in a community or

setting to understand the cultural context and behaviors of its members.
Researchers participate in daily activities, conduct interviews, and
maintain field notes.

Online Data Collection: With the growth of the internet, online platforms
provide opportunities for data collection through online surveys, social
media analysis, web scraping, and more.

The choice of data collection method depends on factors such as research

objectives, research questions, available resources, the nature of the data,
and ethical considerations. Researchers often use a combination of
methods to triangulate data and enhance the validity and reliability
of their findings.

LIMITATION:

 The study is limited to ELECTRONIC MAIL only.

 The data collected from questionnaire nature i.e., views, opinions,
perception etc. may be changed time.so it is not convenient for longer
period.
 The time period given for the study is one month.so the study is
undertaken only at ELECTRONIC MAIL, by keeping in view of the
time period allotted.
 On a few occasions consumers may be biased in giving information.
 CHAPTER3
DATA ANALYSIS & INTERPRITATION
DATA ANALYSIS AND INTERPRITATION

1) Which brand of salt are you using?

Tata salt Ashirwad salt Nirma sudh Dandi salt

48% 28% 14% 10%

Interpretation
From the above it is clear that Tata Salt are most preferable brand of salt.
It enjoys
about 48% or market share.

2) How much are satisfied you with the tata salt?

Good poor Bad Satisfactory

54% 28% 10% 08%

Interpretation
From the above chart it is clear that most of the consumers consider Tata
salt is a good brand of salt.
 3) Are you interested in using over to a new product?

Yes N0

75% 25%

Yes No

75% 25%

Interpretation
From the above chart it is clear that there is a high percentage of
consumers interested in using over a new product.
 4) Which kind of benefits do you get through Tata salt?

Quality Price Quantity

54% 28% 18%

Interpretation

From the above chart it is clear that the benefit which is mostly gained by
consumers is that its quality.

5) Are you satisfied with quality and price of Tata salt?

 Yes No

80% 20%

Interpretation
From the above chart it is clear that there is high percentage of consumers
are satisfied with quality and price of Tata salt.

6) Which products of salt do you think is highly Iodised?

Tata salt Ashirwad salt Nirma sudh Dandi salt

48% 28% 14% 10%

Interpretation
From the above it is clear that Tata Salt is highly iodised salt.
 CHAPTER 4
FINDING SUGGESTION & CONCLUSION

FINDINGS:

 28% of the respondents are purchase Tata salt, 20% of the

respondents are purchase Aashirvad salt. 14% of the respondents are
purchase Patanjali salt, 22% of the respondents are purchase Everest
salt, and 16% of the respondents are purchase other company salt.

 80% of the respondents are like to use Tata salt whereas 20% of the
respondents are not like to use Tata salt.
 90% of the respondents are prefer Rock salt, whereas 10% of the
respondents are prefer Powder Salt

 22% of the respondents say family members are the source to know
about the Tata salt, 28% of the respondents say friends & relatives are
the sources to know about the

 Tata salt, 26% of the respondents say neighbors are the sources to
know about Tata salt, and 24% of the respondents say media is the
source to know about Tata salt.

 24% of the respondents use Tata salt from up to 1 year. 30% of the
respondents use.

 Tata salt between 1-3 years, 20% of the respondents use Tata salt
between 3-5 years, and 26% of the respondents use Tata salt from
more than 5 years.

 26% of the respondents say quality is the reason to purchase Tata salt,
28% of the respondents say taste is the reason to purchase Tata salt.
20% of the respondents say brand image is the reason to purchase
Tata salt, 12% of the respondents say fair rate is the reason to
purchase Tata salt, and 14% of the respondents say some other reason
to purchase Tata salt.

 15% of the respondents say that they had purchase of Tala salt from
weekly once,
  27% of the respondents say they had purchase two weeks once, 30%
of the
respondents say they had purchase monthly once, and 28% of the
respondents say they had purchase twice in a month.

 75% of the respondents purchase up to 2 kg of Tata salt, whereas

25% of the respondents purchase more than 2 kg of Tata salt,

 12% of the respondents like to purchase vaccum evaporated iodised

salt, 18% of the respondents like to purchase black salt, 32% of the
respondents like to purchase Tata salt plus, 22% of the respondents
like to purchase Tata salt lite, and 16% of the respondents like to
purchase Tata rock salt.

 19% of the respondents purchase Tata salt when party time. 21% of
the respondents purchase Tata salt when festival time, 24% of the
respondents purchase Tata salt when outing time and 36% of the
respondents purchase Tata salt when normal time.

 85% of the respondents agree advertisement is increases the brand

loyalty of Tata Salt, whereas 15% of the respondents did not agree the
above statement.

 28% of the respondents are highly satisfied on the basis of price.

Quality, Package and offers, 25% of the respondents are satisfied on
the basis of the above factors. 22% of the respondents are moderate
on the basis of the above factors, 15% of the respondents.
SUGGESTION

1) The companies should take a promotional effort to increase the

awareness of Tata salt by the consumers.

2) The company should send their representatives to contact

personally to the customers to avoid any communication problems.

3) The company should give more attention to all the segments.

4) The companies should come up with some attractive schemes to

attract more and more customers.

5) Proper advertisement should be given in order to remind the

customers about their schemes and other benefits.

6) People generally consider price and hygiene products. So, the

company should concentrate on the above.

7) Tata Salt must make its brand well associated with the parent
company so that its brand also gets the limelight of Tata Salt.

8) Tata Salt, must he advertise more so that people become aware of

the products offered by the company.
9) People must be made aware about the different offerings of the
products and the varieties that are available in the market.

10) Tata Salt must increase its sales doing sales promotion activities,
providing samples, discounts etc.

11) As many reasons are there for the consumption of such a product.
Tata Salt must make sure that their product lies at the top for each
of the reasons be it tastes, availability.

12) Advertising of the products should be done through different

media as different people rely on different media. Thus, to make
whole of the target audience aware of the offerings of the company.
Tata Salt must use proper advertising strategy.

13) Tata Salt must ensure that its customer becomes brand loyal toward
it and thus necessary efforts must be taken by the company.

14) The customers who are not brand loyal to other brands must be
attracted by the company by different sales promotion activity.

15) Different factors such as quality, price, packaging etc. influence the
customer to buy a
product of particular brand. Thus, Tata salt must make sure that
they lie on the top of consumer mind while deciding the brand
they want to buy.
CONCLUSION

Branding the commodities is not the end of the road, but it is up to the Salt
companies to adapt to the customers' requirements over time and deliver
the value in a consistent manner. The Marketers of salt with the help of
proper application of Marketing mix can convert a basic commodity like
salt into brand which is perceived by customers as offering total
satisfaction in fulfilling the customers' needs. Preference-behavior model
clearly indicates the high brand loyalty in commodity product like salt.

The manufacturers can highly concentrate on improving the quality of

products and building a favorable brand image. Hence the marketer must
build their brands based on these key factors so that a strong long term
loyal customer base will be created.

Tata salt emerged as the leader. Later in 1997, with increasing attention
being focused on iodine deficiency and iodization of salt, salt companies
promoted the product as iodized salt which promised to benefit people in
terms of health. Further, salt has also been marketed as the whitest,
cleanest and most evenly sized salt in the market.
players marketed their product as the iodized salt with a stable indine
technology which helped in limiting the iodine lost in storage,
transportation and cooking methods. Yet another way of promoting salt
has been introduction of low-sodium salt for people with high blood
pressures. Further, marketer has also promoted salt as a motivator for
young mothers by promising dreams of bright and healthy children.

 The quality, purity and availability are more of Tata salt due to this
more consumer are attracted.

 Due to its brand name the sales are increasing day by day.

 The market share of tata salt is higher than other brands.

 Tata salt is more preferable brand than others.

CHAPTER5
APPENDIX
APPENDIX
BIBLOGRAPHY:

1) Economy Watch, 2010. Salt Industry, India Salt Industry. Economy

Watch. Available at http://www.economywatch.com/business-and-
economy/salt-industry.html.

2) GAIN, 2012. Universal Salt Iodization: India as a case study for

optimizing the production, use distribution iodized salt. Available
at http://www.gainhealth.org/wp-content/uploads/2014/04/64.-
Universal-Salt-iodizationIndia-as-a-case-study-for-optimizing-the-
production-ofdistribution-and-use-of-iodized-salt.pdf
3)
Rajendra, A. & Shah, T., 2003. Case study series: Annapurna
salt, Available at: http://www.bus.umich.edu/Faculty
Research/Research Centers/Programs Partnerships/ IT-
Champions/Salt.pdf.

4) Sally, M., 2011. Salt exports may see an uptrend this season. The
Economic Times. Available at:
http://articles.economictimes.indiatimes.com/20111208/news/3049
0364_I_salt-production-salt-prices-salt-export.

5)
SaltComIndia, Salt industry in India. Available at
http://www.salteomindia.gov.in/industry_india.html?tp=Salt
QUESTIONNARIES

1. Which salt do you mostly use?

A.Tata salt
B.Aashirvaad salt
C. Nirma sudh
D.Dandi salt
2. Monthly income?
A.Bellow 10,000
B.10,000-20,000
C. 20,000-30,000
D.Above 30,000

3. What is the primary benefit of Tata Salt?

A.Iodine enrichment
B.Iron fortification
C. Vitamin D supplementation
D.Calcium addition

4. Which Tata salt variant is specifically aimed at promoting

cardiovascular health?
A.Tata Salt Lite
B.Tata Salt Plus
C. Tata Black Salt
D.Tata Rock Salt

5. Which Tata Salt product is specifically designed for culinary

purposes and is often used in traditional recipes?
A.Tata Salt Lite
B.Tata Iodized Salt
C. Tata Black Salt
D.Tata Rock Salt

6. Which Tata Salt product is known for its unique flavor and is often
used in chaats and other street foods?
A.Tata Salt Lite
B.Tata Salt Plus
C. Tata Black Salt
D.Tata Iodized Salt