Marketing Strategy of Tata Salt - How Tata Salt became India's most Trusted Salt brand

Arijit Karan Arijit Karan
Sep 24, 2021 6 min read
Marketing Strategy of Tata Salt - How Tata Salt became India's most Trusted Salt brand

Salt is a commodity that is commonly used by everyone. There are a ton of different salt brands out there trying to sell to people. But it takes a lot of effort and clever marketing strategies to capture the market of such a common commodity. In this article, will be discussing exactly the strategies Tata implemented to become 'Desh ka Namak'.

Tata Salt is a subsidiary company of the Tata group. The immediate parent company of Tata Salt is Tata Chemicals. In 1983 the salt industry was unbranded and unprocessed salt was sold in the market. This is the time when Tata Salt decided to invade the market and sell their product. So, Let's look at how Tata Salt became the most trusted salt brand in India.

So Lets look at Marketing Strategies implemented by Tata Salt:

Changed the word "Salt" to "Namak"
Took Advantage by capturing a disorganized market
Unleased the Tata Brand to Market their salt
Improved their Product and then Marketed its Benefits
Mary Kom was appointed as the Brand Ambassador for Tata Salt
Patriotism
Launched new Products
FAQ

Changed the word "Salt" to "Namak"

Generally, other salt companies marketed their product by the word 'Salt' in 1983. As the majority of the people in India are Hindi-speaking people. People get more connected when Hindi words are used. Apart from that salt is a commodity which one usually associates with one's country.

The marketing team of Tata Salt used this opportunity and devised a marketing strategy to connect with the audience. They, therefore, marketed the product with the jingle "Namak ho Tata ka, Tata Namak". This jingle connected the common man in a great way. With the change of the word "salt" to "Namak", people started to consider it as a more domestic product.

Took Advantage by capturing a disorganized market

In 1983, the salt industry was an unorganized sector. Generally, it was sold loose in the grocery store. There were no branded companies that sold salt. People in the business were either selling unprocessed or direct sea salt. Many times, the product was not up to the mark.

The market research also showed that many people wanted a reliable salt brand. This is where Tata salt cashed in on the opportunity. Tata brand is seen to be the most reliable brand in India. So, Tata used the brand to capture the market. Using the respectable brand name of Tata they acquired a huge market share in the salt industry.


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Unleased the Tata Brand to Market their salt

Tata's are hugely respected for their business ethics in India. It has made its mark in India where every common man in India has heard about Tata. This is where Tata salt has taken full advantage of its brand. They added the name of Tata before their salt so that the customer can rely on this product without a second thought.

Improved their Product and then Marketed its Benefits

In 1983, the salt market was very immature. There were many businessmen in this market but none of them was reliable. Most of them were selling unprocessed salt or direct sea salt. Tata's identified this loophole and started working on it. They researched and found that they can improve their product to a great extent. They worked with the nutrition department of the Government of India.

Tata Salt Marketing
Tata Salt Marketing 

While researching, they found out that Indian people were deficient in iodine. Therefore, they came up with an iodized salt product. This salt was going to be India's first iodized salt. Tata not only improved the product but also marketed the nutrient value of Iodine to the common people. The increased nutrient value was taken very positively by people.

Mary Kom was appointed as the Brand Ambassador for Tata Salt

Mary Kom Endorsing Tata Salt
Mary Kom Endorsing Tata Salt

Tata group chose Mary Kom to represent them. Generally, brands used famous actors and actresses to brand themselves. But Tata over here made a unique choice. They decided to put forward an internationally renowned athlete to represent their company. Β 

This also sent a message that Tata salt was used by the fittest people. This adhered to their trust in Tata salt. Mary Kom also was a national player and also symbolized national assets and triggered patriotic emotions in the customer.

They used the tagline "Maine desk ka Namak khaya hai". This tagline validated their product in terms of quality. Also, the tagline connected well with the sentiments of India. This also reminded the people that it was their own country's commodity.


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Patriotism

Tata Salt - Desh Ka Namak
Tata Salt - Desh Ka Namak

People in India are very patriotic, their love towards their nation is commendable. Due to the swadeshi movement, people tend to promote the product which is native to their country.

Tata's were always seen as a company that represented India. When a product like salt came from Tata's, it was hugely welcomed by the common people. They felt that they are getting a quality product at a reasonable price.

They marketed their salt with the tagline 'Desh ka Namak'. This tagline deeply connected a common man to the product. People also had a feeling that by buying this product, they are contributing to the country.

Launched new Products

Tata Salt Products
Tata Salt Products

Tata salts have now brought a number of new salt products. The products are Tata salt lite, Tata Salt Plus (double fortified salt). These salts are marketed based on the nutrient advancements. They marketed them on the base of a good reputation built previously. This way Tata salt is increasing its product base and thus increasing revenue.


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Conclusion

Tata Salt employed many clever marketing strategies to become "Desh ka namak". They fabricated several marketing strategies to build the most trusted salt brand. As it had set out when the salt industry was very unorganized, so they somewhat got the first-mover advantage. They took full advantage of their brand and many other things which were aligned in their favor. With this, we come to the very end of the article.

FAQ

When was Tata salt launched?

Tata salt was launched in 1983 as the first national branded salt of India.

Where is Tata salt produced?

Tata salt products are produced in Mithapur facility, Gujrat.

Who is the CEO of Tata Salt?

R. Mukundan is the current CEO of Tata Salt.

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