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I-Shakti: Iodine sahi to dimaag
tez
Tata Chemicals launched I-Shakti free flow solar refined salt
in October 2006. Quality analysis of ordinary salt available
in markets had brought to light that there was a variation in
the level of iodine present in them.
Thus I-Shakti salt was launched to provide a platform for
upgradation of users of loose salt and local branded salts,
which may not provide a consistently dependable quality of
iodised salt. It provides an opportunity for the masses have
access to a good quality iodised salt at an affordable price.
Iodine deficiency decreases child survival, causes goitre,
and impairs growth and development. Iodine deficiency in pregnant
women causes miscarriage, stillbirth, and other complications.
Children with iodine deficiency can grow up stunted, apathetic,
mentally retarded, and incapable of normal movements, speech
or hearing.
I-Shakti has been playing a significant role in mitigating the
iodine deficiency of Indian consumers by providing them adequate
iodine intake in every pinch of salt. The brand has also been
instrumental in creating awareness about goodness of iodine
amongst Indian consumers through various consumer contact programs.
I-Shakti is endorsed by the International Council for the Control
of Iodine Deficiency Disorders (ICCIDD) for being the salt brand
that offers adequate quantity of iodine.
Since inception, the brand has witnessed the fastest growth
ever seen in this category across salt brands gaining market
share in most states. In its third year of all India operations,
I-Shakti has gained the support of consumers to become the
second-largest salt brand in the country after Tata salt;
garnering 14.3 per cent market share in branded salt category.
The brand is being offered in two formats namely; free flow
salt and crystal salt. I-Shakti free flow salt is available
pan India while I-Shakti crystal salt is offered only in south
India.
I-Shakti crystal salt is a solar evaporated iodised crystal
salt, offering a natural taste suited for the south Indian
palate. It was initially launched in 2003 as Samunder crystal
salt and in 2007, it was relaunched as I-Shakti. It is manufactured
in the south to be closer to the customers who demand it.
I-Shakti crystal salt is available in a 1kg pack for convenience
of use.
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