I-shakti

Last updated
I-shakti
IndustryFMCG, Food
Founded2006
HeadquartersTata Chemicals Ltd, Bombay House, 24 Homi Mody Street
Area served
All over India
Key people
R Mukundan (Managing Director)
ProductsSolar Refined salt
BrandsI-Shakti
Website http://tatachemicals.com/products/ishakti.htm

i-Shakti was launched in October 2006 by Tata Chemicals to satisfy the iodised salt needs of the Indian masses. [1] The brand is now the second biggest packaged salt brand in India after Tata Salt, with a market share of around 14.3%.

Contents

The Indian Salt Market

The market for packaged iodised salt in India is estimated to be worth Rs. 2170 crore.

Advertising

i-Shakti is positioned on the platform of Iodine Shakti, the tagline of the brand being "Iodine Sahi toh Dimag Tez". The latest ad for the brand Janti Hoon ad talks about the need for iodine in the daily diet for mental development of children.

See also

Related Research Articles

Goitre

A goitre, or goiter, is a swelling in the neck resulting from an enlarged thyroid gland. A goitre can be associated with a thyroid that is not functioning properly.

Iodine Chemical element with atomic number 53

Iodine is a chemical element with the symbol I and atomic number 53. The heaviest of the stable halogens, it exists as a lustrous, purple-black non-metallic solid at standard conditions that melts to form a deep violet liquid at 114 degrees Celsius, and boils to a violet gas at 184 degrees Celsius. However, it readily sublimes with gentle heat, resulting in a widespread misconception even taught in some science textbooks that it does not melt at standard pressure. The element was discovered by the French chemist Bernard Courtois in 1811, and was named two years later by Joseph Louis Gay-Lussac, after the Greek ἰώδης "violet-coloured".

Tata Group Indian multinational conglomerate company

Tata Group is an Indian multinational conglomerate headquartered in Mumbai, Maharashtra, India. Founded in 1868 by Jamsetji Tata, the company gained international recognition after purchasing several global companies. It is one of the biggest and oldest industrial groups in India. Each Tata company operates independently under the guidance and supervision of its own board of directors and shareholders.

Sea salt Salt produced from the evaporation of seawater

Sea salt is salt that is produced by the evaporation of seawater. It is used as a seasoning in foods, cooking, cosmetics and for preserving food. It is also called bay salt, solar salt, or salt. Like mined rock salt, production of sea salt has been dated to prehistoric times.

Hindustan Unilever Indian subsidiary of Unilever

Hindustan Unilever Limited (HUL) is an Indian consumer goods company headquartered in Mumbai, India. It is a subsidiary of Unilever, a British company. Its products include foods, beverages, cleaning agents, personal care products, water purifiers and other fast-moving consumer goods.

Tetley

Tetley is a beverage manufacturer founded in 1837 in Yorkshire, England. It is the largest tea company in the United Kingdom and Canada, and the second largest in the United States by volume.

Potassium iodide

Potassium iodide is a chemical compound, medication, and dietary supplement. As a medication it is used to treat hyperthyroidism, in radiation emergencies, and to protect the thyroid gland when certain types of radiopharmaceuticals are used. In the developing world it is also used to treat skin sporotrichosis and phycomycosis. As a supplement it is used in those who have low intake of iodine in the diet. It is given by mouth.

Micronutrients are essential elements required by organisms in varying quantities throughout life to orchestrate a range of physiological functions to maintain health. Micronutrient requirements differ between organisms; for example, humans and other animals require numerous vitamins and dietary minerals, whereas plants require specific minerals. For human nutrition, micronutrient requirements are in amounts generally less than 100 milligrams per day, whereas macronutrients are required in gram quantities daily.

Iodised salt

Iodised salt is table salt mixed with a minute amount of various salts of the element iodine. The ingestion of iodine prevents iodine deficiency. Worldwide, iodine deficiency affects about two billion people and is the leading preventable cause of intellectual and developmental disabilities. Deficiency also causes thyroid gland problems, including "endemic goitre". In many countries, iodine deficiency is a major public health problem that can be cheaply addressed by purposely adding small amounts of iodine to the sodium chloride salt.

Aditya Birla Group Indian multinational conglomerate

Aditya Birla Management Corporation Pvt. Ltd., d/b/a Aditya Birla Group, is an Indian multinational conglomerate, headquartered in Worli, Maharashtra, India. It operates in 34 countries with more than 120,000 employees. The group was founded by Seth Shiv Narayan Birla in 1857. The group has interests in viscose staple fibre, metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilisers, insulators, financial services and telecom. The group had a revenue of approximately ₹3,42,930 crore in 2019.

Sodium iodate

Sodium iodate (NaIO3) is the sodium salt of iodic acid. Sodium iodate is an oxidizing agent, and as such it can cause fires upon contact with combustible materials or reducing agents.

Tata Chemicals Europe is a UK-based chemicals company that is a subsidiary of Tata Chemicals Limited, itself a part of the India-based Tata Group. Its principal products are soda ash, sodium bicarbonate, calcium chloride and associated alkaline chemicals.

Himalayan salt Rock salt from Pakistan

Himalayan salt is rock salt (halite) mined from the Punjab region of Pakistan. The salt, which often has a pinkish tint due to trace minerals, is primarily used as a food additive to replace refined table salt but is also used for cooking and food presentation, decorative lamps and spa treatments. The product is often promoted with groundless claims that it has health benefits compared to regular table salt.

Pickling salt is a salt that is used mainly for canning and manufacturing pickles. It is sodium chloride, as is table salt, but unlike most brands of table salt, it does not contain iodine or any anti caking products added. A widely circulated legend suggested that iodisation caused the brine of pickles to change color. This is false; however, some anti-caking agents are known to collect at the bottom of the jars or cause the brine to cloud, a minor aesthetic issue. Pickling salt is very fine-grained, to speed up dissolving in water to create a brine, so it is useful for solutions needing salt.

Tata Salt was launched in 1983 by Tata Chemicals as India's first packaged iodised salt brand. The brand is now the biggest packaged salt brand in India, with a market share of 17%.

Tata Consumer Products Indian consumer products company

Tata Consumer Products Limited is an Indian multinational consumer goods company headquartered in Kolkata, West Bengal, India and a subsidiary of the Tata Group. It is the world's second-largest manufacturer and distributor of tea and a major producer of coffee.

Gabriella Morreale de Escobar was an Italian-born Spanish chemist who specialised in the thyroid. She and her husband Francisco Escobar del Rey showed that thyroid hormones cross the placenta during pregnancy and are essential for fetal brain development. She established a national newborn screening program for congenital hypothyroidism in Spain and helped to introduce iodised salt to prevent thyroid problems caused by iodine deficiency.

Julián Podoba was a Slovak endocrinologist. His research into iodine deficiency and endemic goitre led to the introduction of iodised salt in Slovakia.

References

  1. "Tata Chemicals | Products | Salt | I-Shakti". www.tatachemicals.com. Retrieved 2015-10-31.