Tata Chemicals launches i-Shakti Cooking Soda
Business Standard — November 04, 2009

Tata Chemicals, the second largest producer of soda ash in the world, has extended its salt brand portfolio with the launch of ‘i-Shakti Cooking Soda’, in Gujarat.

The launch of the product will be carried out in phased manner, starting with Gujarat and will be further rolled out in Maharashtra, Madhya Pradesh and Chhattisgarh, which will be completed by the end of November 2009. It is expected to cover rest of the country by end of February 2010.

Targeted at the discerning health conscious consumer, the refined sodium bicarbonate, ‘i-Shakti Cooking Soda’, offers hygiene and purity besides offering functional product benefits and comes with a 'Food Grade” mark that assures its consumers of superior quality, the company said in a press statement.

Announcing the launch of i-Shakti Cooking Soda, Ashvini Hiran, Head - Consumer Product Business, Tata Chemicals said, “Tata Salt has been consistently delivering taste and purity in completing the last lap in the taste needs of our consumers. Cooking soda is an important ingredient in Indian cooking and with the launch of i- Shakti cooking soda, our aim is to provide Indian home makers peace of mind through a product which is hygienic and pure. Our mission is that ‘i-Shakti Cooking Soda’ should be a proud member in all Indian Kitchens.”

‘i-Shakti Cooking Soda’ is available in 1 Kg and ½ Kg attractive laminated packs, and is priced at Rs 40 and Rs 22 respectively.

The launch of ‘i-Shakti Cooking Soda’ will be supported by promotions in the form of advertisements on FM radio channels, print campaigns and attractive point of sale branding. The creative’s for the radio jingles has been designed keeping in mind the brand proposition carrying an apt punch line “Naram Aur Lite, Khana Banaye Rite”.

‘i-Shakti Cooking Soda’ is portfolio extension of ‘i-Shakti branded salt’ which within 3 years of its launch has become the second largest distributed salt brand in the country after Tata Salt, garnering 14.3 % market share in the branded salt segment, thereby becoming the fastest growing brand witnessed in this category.