Financial Daily from THE HINDU group of publications
Tuesday, Jan 28, 2003
Financial Daily from THE HINDU group of publications Tuesday, Jan 28, 2003 |
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Marketing
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Brands New salt brand Saindhav waiting in the wings Purvita Chatterjee
MUMBAI, Jan. 27 MARICO and Dabur may not have tasted success with their low sodium and mineral enriched salts, but here is yet another brand wanting to make an impact in the growing edible salt market. Playing upon both the health and taste factor, Saindhav is the new salt brand ready to take on the established brands with a new USP. Appropriately named, Saindhav is the generic sanskrit name for rock salt. This 100 per cent vegetarian mineral salt from the Mumbai-based company Clarity Salt Pvt Ltd, is launching itself as one of the first rock salt brands in the branded market. Speaking to Business Line, Mr Vikram Gupta, Director, Clarity Salt Pvt Ltd, said, "Unlike the rest of the edible salts which are refined sea-based salts, Saindhav is a rock salt and we will be fighting for a share in the same edible salt market." Pegged at Rs 20 per kg, the salt is fortified with trace elements with the baseline `Now Salt is Good for You', to focus upon the health element in its brand. According to the company officials, Saindhav salt is mined from the ancient salt deposits formed over millions of years found in the mountains of Himalaya and Chile. It is shielded from impurities and pollutants and is the purest form of salt known to man. It is naturally fortified with 74 trace minerals that give the brand its unique properties and flavour. This salt, unlike sea salts is also naturally free flowing and low on sodium. The entire salt market is pegged at 5 million tonnes out of which 1.5 million tonnes comprises the branded salt market. Tata Salt leads it with a 40 per cent volume share as per AC Nielsen. Saindhav expects to grab at least a 5 per cent volume share, according to company officials. Highlighting additional benefits of its new brand, Mr Gupta adds, "Saindhav is not just about health. Unlike refined sea salt's strong acidic saltiness that masks the taste of food, Saindhav's gentle flavour enhances the natural taste of your food." Clarity Salt has already set up a distribution network which is expected to reach out to 3.5 lakh retailers across the country. Besides, the company is planning to emerge as a value-added salt making company in the future and has lined up a range of salt-based products — from bath salts to diet and herb salts. It is also eying the vast industrial salt market which is triple the size of the edible salt market
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