Tata Chemicals has launched a range of flavoured salts called Tata Salt Flavoritz across major cities, marking the entry of first indigenous brands of flavoured salts in India.
Flavoritz is the new addition to the Tata salt family, created to add variety and an element of fun to the salt brand. It is an innovation in the salt category for every Indian homemaker, who is enthused with experimentation in food and is looking to add a ‘Taste mein twist.' These flavoured salts can be used in a variety of traditional and untraditional ways, ranging from dressing up salads, sandwiches, and pasta to enhancing the flavour of parathas and boiled eggs.
PTI reports:
“Flavoritz will give consumers blends of flavours and add a new dimension to their daily food. It is iodised salt mixed with natural flavours that makes mundane recipes sumptuously tasty,” Chief Operating Officer, Consumer Products Division, Ashvini Hiran told reporters in Mumbai. Flavoritz will be blended with Tata iodised salt at the company's Ahmedabad unit.
Asked about investment in the new range, Mr. Hiran said, “It was negligible as we are providing the raw material from our Mithapur plant in Gujarat and it is being manufactured with its partner.”
Flavoritz has four variants — red paprika, lemon coriander, onion garlic — all priced at Rs.45 for 60 gram — and blackpepper powder at Rs.50 for 50 gram. “We are planning to add a new flavour every 2-3 months and all the flavours are developed indigenously,” he added.
About exporting this niche product, he said at present the company would concentrate in the domestic market where there was a huge potential. “However, if there is demand we will look into it (export).” The company exports Tata Salt mainly to West Asia.
The company is planning to increase its capacity to 8 lakh tonnes from 6 lakh tonnes, he said, adding the company has spent Rs.180 crore for this expansion. “This will raise our overall market share of Tata Salt by 5-7 per cent. At present, Tata Salt is the market leader and enjoys 47 per cent share in the branded segment,” he said.
The company has brands such as Tata Salt, i-Shakti and Tata Salt Lite.
