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Our Bureau

To launch advertising campaign in 10 regional languages across TV, radio and cinema.

New Delhi , June 15

Tata Chemicals Ltd (TCL) said on Thursday that it was eyeing acquisitions in the domestic market to fuel growth in its edible salt business.

"We are always on the lookout for opportunities. We are open to all options, including acquisitions of domestic companies," Tata Chemicals Ltd, Chief Operating Officer (Food Additives Business), Mr Satish Sohoni, said.

TCL, which has also started exporting edible salt to West Asia, Yemen and Singapore under the brand `Tata Topp', is however, not considering overseas acquisitions, Mr Sohoni added.

Strengthening presence

The company, which commands about 52 per cent share in the national branded salt market, is looking to strengthen its position in the segment and has unveiled a new look `Tata Salt'.

It sells an average of 40,000 tonnes of its salt per month through its approximately 13-lakh retail outlets across the country. "In the last two years we have had close to double-digit growth and we would like to improve that and maintain our market share," Mr Sohoni said.

Ad campaign

The company would also be launching a new advertising campaign in 10 regional languages across television, radio and cinema for which it has allocated 15 per cent of its total promotion spends.

It has also introduced 100 g packs of Tata Salt priced at Re 1 at select locations in Eastern Uttar Pradesh, Madhya Pradesh and Bihar.

TCL's new marketing campaign focuses on the catchline `Chutki ki chamak'.

Mr Parag Gadre, Marketing Head, Tata Chemical Ltd, said: "The new marketing initiatives from Tata Salt are an effort to reiterate the inherent quality attributes of the brand, while continuing to position it on an emotional platform."

More Stories on : Mergers & Acquisitions | Chemicals | Tata Chemicals Ltd

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