Tata’s ‘dal on call’ coming soon to Chennai, Bangalore

Suresh P. Iyengar Mumbai | Updated on October 30, 2013

After tasting success in Mumbai and Delhi, Tata Chemicals is all set to roll out ‘dal on call’ initiative in Chennai and Bangalore soon.

Earlier this year, Tata Chemicals, along with its Group company Rallis India, launched ‘dal on call’ in two cities, with a promise to deliver unpolished healthy dal within 48 hours of receiving a call on its toll free number.

A customer has to order a minimum of three kg dal and can pay cash on delivery, apart from fixing the preferred time for receiving the consignment.

Unpolished dal is nutritious as they are not processed with water, oil and marble powder to make it attractive with a shine. It is good for health and cooks faster, thus saving fuel. Riding on the nutritional benefits, iShakti unpolished dal sells at a premium of Rs 8-10 a kg over other dal varities.

iShakti salt

Ashvini Hiran, Chief Operating Officer (Consumer Products Business), Tata Chemicals, said the experience of reaching iShakti salt to over 16 lakh retail outlets across the country has come handy while dealing with distributors for the dal business.

“The response from customers for dal on call has been encouraging. The demand has been growing 10 per cent every month and we plan to launch this in Chennai and Bangalore by March next,’ he said.

Though branding of agriculture commodity is relatively new in India, the trend is fast growing, as customers turn more quality conscious. Tata recently launched besan made purely of chana dal.

“Agreed we have competition from private label and unbranded dal, but we gain from the awareness we have created and quality delivered. This can be gauged from the fact that even the next door mom and pop shop sell our dal,” said Hiran.

Rallis India, which produces fertilisers, pesticides, seeds and crop nutrients, works closely with farmers growing pulses in Tamil Nadu, Maharashtra, Karantaka and Madhya Pradesh.

It provides quality seeds and also advises on best farming techniques to over 1.6 lakh farmers. Rallis also procures the output and ensures steady supply for sale in the market. Rallis hand-holding helps farmers better their yield by 15-25 per cent. Though the company does not have a buy-back agreement with farmers, they find selling to Rallis beneficial due to loyalty.

(This news copy has been corrected for error.)

Published on October 28, 2013

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