The Indian Kitchen Salt Market – Brand Wars

The Indian Kitchen Salt Market – Brand Wars

Understand the need, approach and implementation of the marketing strategies

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.


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