Tata West Asia signs agreement with Tata Chemicals for marketing branded salt in West Asia region
April 29, 2005

Sudhir Deoras, managing director, Tata International and director, Tata West Asia (TWA) and Prasad Menon, managing director, Tata Chemicals (TCL) signed an agreement on April 27, 2005, in Mumbai. Under the terms of this agreement, Tata West Asia, a wholly owned subsidiary of Tata International, is responsible for the marketing of TCL’s branded salt in West Asia region.

TWA has developed a new brand identity for Tata Salt for this region with the help of a marketing consultant. Tata Salt will be marketed as “Topp”, and positioned on a platform of purity.

Topp will be available in iodized and super refined variants and in a 750 gm plastic dispenser pack as well as a 1000 gms refill pack. Topp will be launched in the United Arab Emirates shortly and in Oman, Qatar and Bahrain in the next few months. Topp will also be available in
Kuwait and Saudi Arabia in the next phase of the programme.

At the signing ceremony, Sudhir Deoras and Prasad Menon conveyed their best wishes for the success of Topp. Satish Sohoni, chief operating officer, food additives business, TCL praised the effort and interest demonstrated by TWA during the preparatory phase of the project, and hoped that Topp would do well.