Essay On Traditional Food Industry

INDIA - Size of the Indian market and Growth potential for branded salt, pulses and spices

Overall food market in India is estimated to be INR 6 trillion crore. The packaged food is estimated to be at USD 20 billion (INR 1.29 trillion).This provides a huge opportunity for branded salt, pulses and spices in India.

Indian salt industry is meeting the challenge of supplying iodized salt to entire country. The production of iodized salt is now more than 5.0 million tons as against the total requirement of 6 million tons of edible salt.

Pulses consumption in India is currently about 17.5 million tonne annually, of which, negligible quantity of pulses are sold in branded form. Further, small quantity is sold by Kirana stores and modern trade as

Tata I-Shakti pulses launched after that while consolidating brands. Tata Chemicals soon realised that with the kind of food products they are getting into, they will be required to charge premium in the market. There was a bit of a mismatch between the pricing of the salt and targeted food products. Tata wanted a brand which could capture the core value group wanted to build around Tata Sampann which is nourishment and goodness. Sampann umbrella brand was launched to encompass current and future products in the consumer foods portfolio.

Tata Sampann products are marketed as uniquely developed products with pure, fresh, and authentic ingredients by brand ambassador Chef Sanjeev Kapoor. Tata Sampann spices come in a 5-in-1 pack where each 100 gram pack is further bifurcated into 5 packs of 20 grams each, to preserve its aroma, taste and color, thus keeping goodness intact.

The offering comprises of ten products from everyday spices including turmeric powder, chilli, dal tadka masala and punjabi chole masala. Ingredients sourced from regions where climate and terrain benefit its natural flavour, the Tata Sampann Spices retain their naturally available volatile oils, giving fuller aroma and