Abstract

The case describes in detail the evolution of the Indian salt market from the 1980s to 2002 and provides insights into the organized sector’s increasing interest in the market., The rationale behind the marketing strategies adopted by different players in the organized sector and their positioning and promotional strategies have been examined., The reasons for the continuous re-launch and re-positioning of brands by the players in the organized sector have been examined. The case essentially tries to show how the Indian salt market evolved from the commodity stage to the branded stage.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies in a market that is moving from a ‘commodity’ stage to a ‘brand’ stage.

Keywords

Evolution, salt market, 1980, 2002, organized sector, rationale, marketing strategies, organized sector, positioning, promotional strategies, continuous, re-launch, re-positioning, organized sector, commodity stage, branded stage