Tata Salt takes a step forward in its Premiumization Journey with the launch of Tata Salt SuperLite

Tata Salt SuperLite is India’s first salt with 30% less sodium than regular iodized salt

Mumbai, March 30th, 2022: Tata Salt, a pioneer and market leader in India’s branded iodised salt segment, has extended its low sodium salt portfolio with India’s first-ever 30% low sodium salt – Tata Salt SuperLite. The product is specially formulated with 30% less sodium than refined iodized salt to provide an offering for people who are advised to reduce sodium in their diet. This is the second product by the brand in the premium low-sodium category after Tata Salt Lite, which has 15% less sodium.

As per recent data, salt intake levels in India is around 11 grams per day, higher than the World Health Organization’s (WHO) recommended intake of 5 grams per day[1]. The incidence of high blood pressure is said to be rising among young and middle-aged Indians owing to factors such as sedentary lifestyles, work-related stress, high salt diets and irregular eating habits [2]. Tata Salt SuperLite aims to support consumers in their health journey by offering low-sodium salts.

The brand has now launched a 360 degree campaign featuring acclaimed actor Supriya Pathak. It adopts a candid approach built on the insight that often salt conscious consumers remind their cooks to reduce the amount of salt in their food with the popular adage, ‘namak kam karo’. The brand lands the key message “Namak Badalne ka Socho” as an easier alternative.

Speaking on the launch of Tata Salt SuperLite, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, “Our latest innovation – India’s first 30% low sodium salt is carefully formulated for the needs of health-conscious consumers. The launch of Tata Salt SuperLite gives consumers who make careful considerations for their lifestyle a trusted option. We are committed to growing this category over the coming years and offer consumers a high-quality option in the process.”

Commenting on the launch of Tata Salt SuperLite, Dr Narsingh Verma, Secretary General, Indian Society of Hypertension, states, “At present, more than half of the Indians who suffer from high blood pressure are not aware of their condition, which poses a serious health problem. The development of India’s first 30% less sodium salt could help consumers reduce their sodium intake as well as create awareness about an illness which many Indians are affected by. As an association, we encourage people to take preventive steps and improve their lifestyle.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India further adds “Today more and more people are health conscious and the common phrase often heard in their house is ‘Namak Kam Kar’. We used this insight to create a musical lead by the cooks in the house which informs people that apart from reducing salt, they also have the option of considering India’s first 30% low sodium salt.”

Tata Salt SuperLite is available in one kg packets priced at Rs. 60 across General Trade, Modern Trade and Ecommerce channels.