October 16, 2003

Tata Salt wins Superbrand title

Tata Salt was identified as one of the Superbrands from 800 short-listed consumer brands. The criteria for selection of the winning consumer brands include perceived brand image plus the brands' mind share, goodwill, consumer loyalty, trust and emotional bonding.

Speaking on the achievement Satish Sohoni, COO — food additive business said, “This has been a team effort. It accentuates the sincere and dedicated efforts of our people in serving the consumer. It has given a fillip to our brand, reinforcing our market leadership position and endorsing the fact that we truly are the ‘Desh Ka Namak’.”

Superbrands is an independent body composed of legendary advertising, marketing, research and media professionals mandated to recognise excellence in branding and promote the discipline of branding itself. The brand council had doyens from the world of commerce and industry including Anmol Dar, president, Frank Simoes Advertising and council chairperson, K.M.S. (Titoo) Ahluwalia, chairman, AC Nielsen ORG-MARG, Sunil Kumar Alagh, former managing director and chief executive, Britannia Industries, Raghav Bahl, managing director, Television Eighteen and managing editor, CNBC, Yogi C Deveshwar, chairman, ITC, Pradeep Guha, president, Bennett, Coleman & Company, Nabankur Gupta, group president and wholetime director, Raymond, Mike Khanna, chief executive and area director Central Asia, J Walter Thompson, Piyush Pandey, group president and national creative director, Ogilvy & Mather, Dalip Sehgal, executive director, Hindustan Lever, Tara Sinha, well-known advertising professional and former chairperson of Indian Institute of Mass Communications, late Shunu Sen (the inaugural issue will be dedicated to him).

The winners will be felicitated later this year, which will also feature the release of the first edition of the book Superbrands, which will be a chronicle of India's strongest brands for the year 2003. The Superbrand juggernaut has now rolled out to 26 countries around the world including the UK, the US, France, Australia, Germany, Italy, Sweden, Holland, Hong Kong, Malaysia and India. The media has already started terming it as the “Oscar of branding”.