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 in markets indicated that there was a variation in the level of iodine present in them.
The product was introduced to provide a platform to upgrade 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 to access good-quality iodised salt at an affordable price.
Iodine deficiency adversely affects child survival rates, causes goitre and impairs growth and development. Iodine deficiency in pregnant women can cause miscarriages, still births and other complications. Children with iodine deficiency can grow up stunted, apathetic, mentally challenged or incapable of normal movements, speech or hearing.
I-Shakti has been playing a significant role in mitigating the iodine deficiency among Indian consumers by providing them adequate iodine in every pinch of salt. The brand has also been instrumental in creating awareness about the goodness of iodine among Indian consumers through various consumer contact programmes. It 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 grown the fastest in this category across salt brands, gaining market share in most states. In its third year of all-India operations, I-Shakti became the second-largest salt brand in India, after Tata Salt, garnering 14.3 per cent market share in the branded salt category.
The brand is being offered in two forms — free-flow salt and crystal salt. I-Shakti crystal salt is solar-evaporated iodised crystal salt, offering a natural taste suited to the South Indian palate. It was initially launched in 2003 as Samunder crystal salt and in 2007 it was relaunched as I-Shakti.
I-Shakti crystal salt is available in 1kg packs.
For more information, please visit www.tatasalt.com