Tata Salt Product Feature and Marketing Strategy

  Tata Salt  was launched in 1983 by Tata Chemicals as India's first packaged iodised salt brand. The brand is now the biggest packaged salt brand in India.    PRODUCT FEATURE It is considered as a consumer good as it is consumed directly by consumers and also as Intermediate good because it is used by producers to manufacture other food products. Goods like salt are price inelastic because if the price of salt increases, people will generally keep buying it. MARKET STRUCTURE As of June 2019, more than 90 thousand metric tonnes of Tata Salt is sold through over 65 lakh retail outlets reaching 161 million households across the country each month.  The market for packaged iodized salt and other salts in India is estimated to be worth Rs. 21.7 billion, with Tata Salt commanding a sales share of Rs 3.74 billion or 17.3% of the market.   COMPETITION Domestic competitors include Ankur, Annapurna, Sarbu, Captain Cook, i-shakti, Nirma Shudh and Aashirvaad. However...