TATA SALT- PRODUCT FEATURE | MARKETING STRATEGY | COMPETITION

 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 major competition is only given by Surya salt which holds the second-largest market share after Tata Salt.

 

 

PRICING STRATEGY

• Even though the quality of the products is high, the price has always been affordable. This pricing strategy has also helped the brand get more customers from every class.  

NATURE OF DECISION MAKING

• The key to the brand's success lies in the superior product quality of Tata Salt.
• While competitors have come and gone, innovative brand building over the years has helped to build and maintain the trust, consumers have placed in Tata Salt.
• Tata Salt is on a mission to create a premier diversified consumer products company.
• Their strengths lie in the deep understanding of consumers in India and international markets, iconic market-leading brands and wide consumer reach. 
• They are committed to delivering high-quality, innovative, tasty and convenient products with goodness at its core. 
• Tata Consumer Products has grown through innovation, strategic alliances and acquisitions, and organic growth.
• The high-growth contemporary 'single-serve' business is also an important play for Tata Consumer Products.