Branding Commodity Product - Indian Salt Industry



Case Code : CLMM026
Publication date : 2005
Subject : Marketing Management
Industry : Food and beverages
Length : 05 Pages
Price : Rs. 100

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Key words:

Salt Market, Salt Penetration, Branded Salt Products, Positioning, Mind-Space, Market Share, User Involvement, Tata Salt, DCW Home Products Ltd., Captain Cook, Annapurna, Dabur, Nutrasalt, Iodized Salt, Health Platform, Marico, Saffola Salt, Dandi Salt, Buying Behavior, Low-Involvement Product, Nirma Shudh, Cargill, Naturefresh, Reposition, Relaunch


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The caselet discusses the evolution of salt market from a commodity product to a branded product. It examines the entry of organized sector into salt market. The caselet describes in detail about marketing and positioning strategies of various branded salt product companies. It highlights the frequent repositioning and relaunch exercises of the branded salt product companies.


   Marketing commodity products
   Branding strategies of Indian salt companies
   Positioning strategies of Indian salt companies


Salt, once a commodity product, has now become an FMCG product with top business groups launching branded salt products with heavy promotions and unique positioning. At the end of the year 2000, the branded salt market had as many as seven players vying for consumer mind-space and a market share.

The salt market in India can be broadly classified into the branded and unbranded sectors. In the 1980s, the Indian salt market (both organized and unorganized) was estimated to be about 5 million tonnes per annum and was valued at Rs 5 billion. Salt penetration in India is estimated to be 93.8% (96.8% in urban areas and 92.7% in rural areas)...

Questions for Discussion:

1. Analyze the evolution of the organized segment of the Indian salt market.

2. What marketing strategies did the big players adopt to transform a commodity into a branded product?

3. "What set Dandi apart from other brands was the way KAG promoted the brand". Comment.