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Tata I-Shakti pulses voted Product of the Year - 2013 by consumers
March 11, 2013

Mumbai: Tata I-Shakti pulses, India's first national branded pulses product introduced by Tata Chemicals, was felicitated with Product of the Year - 2013 award in the Packaged Food category by consumers on March 9, 2013 at The Trident in Mumbai. The award was conferred in the innovative products category in an independent survey conducted by Nielsen across 36 markets in India. Amit Sridharan, business head, consumer products business - pulses, Tata Chemicals, accepted the award on behalf of the Tata I-Shakti team.

Product of the Year is the global consumer recognition standard that celebrates, champions and rewards the best innovations in retail products through an independent consumer survey across 32 countries for 25 years. The unique methodology to judge the winner is that companies nominate their best innovations launched, which are shortlisted by a jury panel of eminent citizens and senior media dignitaries. The shortlisted products are put through an independent and 100 percent face-to-face consumer survey conducted by Nielsen across 30,000 respondents in 36 markets to shortlist one winner in each category.

Speaking on the occasion, Ashvini Hiran, COO, consumer products business, Tata Chemicals, said, "It is a privilege that I-Shakti pulses has been voted Product of the Year 2013 by consumers. Since its launch, we have received an overwhelming response and demand for Tata I-Shakti range of quality unpolished packaged pulses. Consumers are always looking for a good quality product that is healthy besides being tasty and that may be the very reason why consumers voted our brand. This award is a recognition of the remarkable progress Tata I-Shakti team has made in establishing I-Shakti as one of the trusted brands in the country."

Tata Chemicals introduced Tata I-Shakti pulses in 2010 with a mission to not only bridge the existing gap between demand and supply of pulses in the country; but also provide reliable quality, hygienic pulses to Indian households and pioneer the unpolished pulses category. It was launched in popular varieties, namely chana, toor, urad, moong (including moong dal whole and chilka) and masoor that are currently available in over 24,000 retail outlets across 21 states. Focused on providing a wholesome nutritious product, the company takes special care to conserve the inherent quality of the pulses and their nutrient values in Tata I-Shakti unpolished pulses.

In February 2013, Tata I-Shakti was also honoured with an Emerging Brand Award at the prestigious Brand Leadership Award 2013 instituted by World Brand Congress.

Tata Chemicals has made it their mission to serve society through science; it believes that it can leverage its expertise in chemicals and agri-businesses to offer innovative products and services that could change lives for the better. Tata Swach, Tata Salt Plus and the farm-to-fork model adopted for the category of unpolished pulses for Tata I-Shakti are a few examples.

This is furthered by the Tata Chemicals Innovation Centre for solutions with nanotechnology and biotechnology. The company's centre for agri-solutions and technology provides advice on farming solutions and crop nutrition practices. The company has identified what it terms as the FEW areas of focus – namely food and fuel, energy and environment and water and wellness. It is working on innovative products and services in each of these areas to serve the society with products that are of superior quality, healthy and nutritious.