The Indian Kitchen Salt Market - Brand Wars

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG044 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 10 Pages
Period : 1991 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Kuwar Ajay Group of Industries, HLL, Tata Group
Industry : FMCG
Countries : India


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.


Understand the need, approach and implementation of the marketing strategies and the media mix an organized player adopts to sustain itself in a market that is moving from a 'commodity' stage to a 'brand' stage.


  Page No.
Introduction 1
Background Note 2
Salt Battles (I) - Companies Entering The Market 4
Salt Battles (II) - Companies Fight it Out 6
The Future 8
Exhibits 9


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

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