Tata Salt, the salt brand with the tag line ‘desh ka namak’ was in a lot of controversy as a couple of radio spots were claimed scams at the Goafest Abby 2013. Now, it is surprising that the agency’s perfidy was released by the client Tata Salt. This makes it clear that the brand is showing the advertising industry that it has taken its tagline seriously. The same degree of attention that is given to its consumers has resulted in winning a trophy that is more prized than any advertising award body handing out any award. This has helped the brand rise to the second position from the 16th position in 2014 and 28th position in 2013, revealed BE Most Trusted Brands Survey.
It is a pioneered the concept of branded salt in the country when it was announced in 1983. Today, it occupies over half of the market. According to the Chief Operating Officer of Consumer Products Business at Tata Chemicals, Richa Arora, they have produced singular brand individuality across the products in the Tata Salt portfolio. This includes products such as Tata Salt Lite, Tata Salt, and Tata Sale Plus, which is a double fortified salt brand. Whatever be the choice of the consumers, there is strengthening of a consistent brand identity. Only a few brands in the country across the various categories can claim to be ‘desk ka’, and the salt brand of Tata can claim so.
The credit of the brand does not sit on the laurels of owning a huge market share. It has been pursuing growth actively via numerous initiatives. These initiatives are tailored to the distinct markets with unique characteristics, stated Arora. While Bollywood stars or cricketers are roped in to endorse brands, Tata Salt was unique as it involved Manipuri lady boxer Mary Kom to endorse its ‘desk ka namak’ positioning.
