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Tata Salt may go global

Reeba Zachariah in Mumbai

The Tata group is planning to take Tata Salt global. Tata Chemicals, which owns India's No. 1 salt brand, will initially launch the brand in countries where the Indian population is high.

"We will first look at launching the brand in Asia and then in other parts of the world," Kapil Mehan, vice-president (sales and marketing) at Tata Chemicals, said.

"Until now, we were exporting bulk salt for industrial use to other countries. Taking Tata Salt overseas will mark our presence in the global branded salt market. The brand will be positioned in the premium segment," Mehan added. Tata Salt's global rivals will include Dutch major Akzo Nobel and the US-based Morton.

The move follows rival Hindustan Lever's announcement last year that it would take the Annapurna salt brand global through the Unilever set-up.

The move will add another brand to Tata's overseas presence. The recently acquired Tetley tea brand has a wide global presence, while others like Titan and Telco trucks have presence in certain markets.

Tata Chemicals is likely to follow the Tetley model with regard to the distribution of Tata Salt. Group company Tata Tea, which acquired Tetley, is looking at a mix of distribution models as part of its foray into developing markets.

This includes entering into joint ventures with local partners or tying up with franchisees.

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