PIONEER INSTITUTE OF PROFESSIONAL STUDIES

Presentation on market report of

“SALT”

Submitted to : Submitted by :
Prof.Vidushi Sharma Vishnu tiwari
 CONTENTS
• Introduction
• Market player
• Market share
• Market stratgies
• Latest development
• future outlook
• Conclusion
 Salt and India
 Salt, also known as table salt, or rock salt, is a mineral that is composed
primarily of sodium chloride. It is essential for animal life in small quantities, but
is harmful to animals and plants in excess.
 Salt is one of the oldest, most ubiquitous food seasonings and salting is an
important method of food preservation. The taste of salt (saltiness) is one of
the basic human taste.
 The market for packaged iodized salt in India is estimated to be worth Rs. 21.7
billion, India is the 3rd largest salt producer .
 Average annual production of about 148lcs tons.
 Exports touched on all time had been 1.16 million in 2009.
 12 kg per person within 1 years.
 15 lakhs tones of salt is exported every year.

 MARKET PLAYER
• Tata salt
• Nirma sudh salt
• Dandi salt
• Nature salt dabur
• Surya salt
• Saffola salt
• Annapurna salt
MARKET SHARE

42% 30% 10.56% 7.46%

10% REMAINING
 Market size
Competition is hotting up in the branded salt market with Tata Salt, the
blockbuster brand of Tata Ltd, emerging as the market leader.
Tata Salt has a market share of around 42% while its closest competitor,
Annapurna from HUL Ltd, is breathing down its neck with a market share of
around 30%
Nirma sudh salt has market share around 10.56%
The 15 lakh tones domestic branded salt market would witness stiff competition
among popular brands such as Dandi, Surya and Nature Fresh as they try to grab
a comfortable share, figures revealed
that during the financial year ended March 31, 2009, on an average basis, Tata
Salt grabbed a market share of 44.58 per cent, while Annapurna’s market share
touched 31.22%.

Captain Cook had 7.46% market share and other brands such as Surya,Dandi,
and Natural Fresh had market shares of 0.97%, 1.37%and 1.14% respectively. and
others
 CAPTAIN COOK
Stablished in 1991
DCW home product ltd.
USP – free flow
Customer got another option
Today we cover more than 2000 shops in the areas of Maharasta.
We have been distributors of Captain Cook Salt from the period of its launching.
We also deal in common salt like Kaskach Salt, Kupa Salt and refined iodised
powder salt in packets.
We have our own brand KB's Cook's Salt, which is a refined freeflow iodised salt,
since the last 3 years.
We are super stockists for Super Salts Pvt Ltd, manufacturers of Top Line Salt, for
Mumbai and Thane
Strategi
 Attempt to move salt from commodity stage to branded
stage.
 Market is not meture enough to justify this kind of
premium.
 ANNAPURNA
Annapurna Salt was launched in early 1995 and was the first in the
world to be endorsed by (ICCIDD). When iodine deficiency was
identified as a serious health issue in India, and Iodized salt
became a government directive,
Annapurna played a critical role by launching Annapurna Iodized
salt with “Stable Iodine” – patented by Unilever worldwide.
This was the only salt which could trap the iodine that escapes
while cooking. 
Stratesi
 In the time of economic uncertainty the common
practices in Marketing does not work. When recession
hits it becomes difficult...
Disclaimer - One reader has problem with my work
more often than not :). He ALWAYS says - "So what's...
 It is all about grabbing attention when it comes to
marketing and who would not want “ALONE TIME”
with the.
 Marketing Segmentation, Targeting, and Positioning
This video explains some of the core marketing
concepts. Segmentation, Targeting, and Positioning or
STP is at the core of.
Stablished in 1983
TATA
Produced by tata ltd.
India’s most trusted Food Brand – Tata Salt, celebrates its 25th anniversary this year!
Launched 25 years ago, Tata Salt pioneered the cause of Iodization in India which
transformed into a national movement over the past two and a half decades. It is the
first salt in India
TATA Salt has attained a leadership position in the salt category gaining a market
share of 45.5 % (as in March 2009) in national branded salt category.
Tata Salt today has a 60 per cent market share in the national branded salt segment. It
sells an average of 40,000 metric tons per month and is available for its consumers at
over 12 lakh retail outlets.
Consumed by nearly 40 million households each month, Tata Salt is a vacuum
evaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast
of Gujarat in one of the most integrated inorganic chemicals complex in India.
Stratgies
 Tata Salt is positioned as the Desh Ka Namak in its
various ads.
 Highlited impurities in the salt supplies by local brands
 Changing custmer precieved value in branded salt
 Strong distribution network
 Rural markets
 NIRMA
 Nirma Shudh Salt is vacuum-evaporated unlike other branded salts,
which are sun-dried in the salt fields and then refined. The vacuum
evaporation process removes all unwanted materials and impurities
to give pure, white, free flowing salt.
Nirma, which started as a one-man operation in 1969, is today rated
as Indias third best brand.
Dr Karsanbhai Patel, Chairman, Nirma Ltd
Asia's Largest salt works.
Industrial salt capacity of 1500000 TPA.
Edible salt of 288000 TPA.
Annual sales of Rs. 500 Crore.
Business Strategy :-
 Business idea Economies of sales Product innovation

 MarketCreation Marketing & Distribution Value for

money Backward Integration Parallel Distribution

 Better product better value for better living

 Latest development
 This script was written by Sandia Corporation with the salt
Department of Energy in 2009. It reports recent developments of
multi-component salt formulations that have advantage for
applications as heat transfer fluids for parabolic through solar
systems.

 These alternative transfer fluids demonstrate stability in the

presence of air up to approximately 500 degrees Celsius, and is
expected to be inexpensive compared to synthetic organic heat
transfer fluids.
 Future outlook
global demand for salt is forecast to rise by 3% over the next five
years, driven by growth in the Chinese chloral kali industry.
 china is both the world’s largest producer and consumer of salt and
by 2015
 Asia could account for nearly half the world salt market and for
60% of salt consumed in chloral kali and synthetic soda ash
production.
 Salt company is a customer-focused company committed to
consistently offer better quality products and services that maximize
value to the customer
 Conclusion
These programmes are part of a long-term process by the company to build and
improve partnerships with its marketing and distribution partners, better teamwork
between manufacturer, marketer and channel partners and leverage resources in a
focused manner.
Tata Salt is positioned on the purity platform and Annapurna is positioned on the
health benefit impact of the iodine content in the salt." Tata Salt, the first branded
salt in the country, was launched in 1983,
DCW launched its Captain cook salt brand in 1991 and Hindustan Lever’s
Annapurna was launched in 1996.

Other FMCG companies such as Dabur India and Marico Industries have also
got a presence in the salt market, though insignificant, with their brands — Natural
fresh salt, a low sodium salt and Saffola Salt, which is a mineral enriched low
sodium salt respectively. Both the above brands are positioned on the health
platform and are priced at a significant premium to the normal salt brands.
Thankyou