I-shakti

i-Shakti was launched in October 2006 by Tata Chemicals to satisfy the iodised salt needs of the Indian masses. The brand is now the second biggest packaged salt brand in India after Tata Salt, with a market share of around 14.3%.

The Indian Salt Market
The market for packaged iodised salt in India is estimated to be worth Rs. 2170 crore.

Advertising
i-Shakti is positioned on the platform of Iodine Shakti, the tagline of the brand being "Iodine Sahi toh Dimag Tez". The latest ad for the brand Janti Hoon ad talks about the need for iodine in the daily diet for mental development of children.