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I-SHAKTI
 
   
I-Shakti: Iodine sahi to dimaag tez

Tata Chemicals launched I-Shakti free flow solar refined salt in October 2006. Quality analysis of ordinary salt available in markets had brought to light that there was a variation in the level of iodine present in them.
Thus I-Shakti salt was launched to provide a platform for upgradation of users of loose salt and local branded salts, which may not provide a consistently dependable quality of iodised salt. It provides an opportunity for the masses have access to a good quality iodised salt at an affordable price.


Iodine deficiency decreases child survival, causes goitre, and impairs growth and development. Iodine deficiency in pregnant women causes miscarriage, stillbirth, and other complications. Children with iodine deficiency can grow up stunted, apathetic, mentally retarded, and incapable of normal movements, speech or hearing.

 
 

I-Shakti has been playing a significant role in mitigating the iodine deficiency of Indian consumers by providing them adequate iodine intake in every pinch of salt. The brand has also been instrumental in creating awareness about goodness of iodine amongst Indian consumers through various consumer contact programs. I-Shakti is endorsed by the International Council for the Control of Iodine Deficiency Disorders (ICCIDD) for being the salt brand that offers adequate quantity of iodine.

Since inception, the brand has witnessed the fastest growth ever seen in this category across salt brands gaining market share in most states. In its third year of all India operations, I-Shakti has gained the support of consumers to become the second-largest salt brand in the country after Tata salt; garnering 14.3 per cent market share in branded salt category.

The brand is being offered in two formats namely; free flow salt and crystal salt. I-Shakti free flow salt is available pan India while I-Shakti crystal salt is offered only in south India.


I-Shakti crystal salt is a solar evaporated iodised crystal salt, offering a natural taste suited for the south Indian palate. It was initially launched in 2003 as Samunder crystal salt and in 2007, it was relaunched as I-Shakti. It is manufactured in the south to be closer to the customers who demand it.

I-Shakti crystal salt is available in a 1kg pack for convenience of use.

 

 
 
 


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