After colas and toothpaste, the stage is set for another potential ad war. This time, it is the salt, which is becoming the bone of contention between two major players—Tata and HLL.
Tata Chemicals, which markets Tata Salt, has taken umbrage to the electronic campaign for Hindustan Lever's Annapurna salt. Tata Chemicals has approached the Advertising Standards Council of India (ASCI) against the currently-on-air advertising for Annapurna salt which ends with a child bidding goodbye (or `tata') to all other salts available in the market.
According to ORG-MARG estimates, the domestic branded salt market, by volume, is estimated at 15 lakh tonnes. Tata Salt leads in the branded salt market with a market share of 18 per cent. HLL's Annapurna, which has been very aggressive in marketing-related activities in the recent months, has a market share of 16 per cent.
Apart from Tata Salt and HLL's Annapurna, the market share of other players is by and large fragmented, according to industry analysts. The unbranded sector continues to control a sizeable share of the overall salt market in the country.
Source: Financial Express