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Tata Chemicals launches 'i-Shakti Dals'

India Infoline News Service | Mumbai | December 21, 2010 18:59 IST

i-Shakti was launched with the mission to not only to increase production of pulses in India to help bridge the existing gap between demand and supply of pulses in the country

If there is a single food dish that reaches the core of every Indians heart , it is a warm cup of a simple, home cooked Dal.  Dals are not only a rich source of protein; but also the mainstay of every Indians diet. India is probably the only nation that depends heavily on pulses as its staple food. Extending the i-Shakti brand from Salt to other food essentials - Tata Chemicals today unveiled as Indias first National brand of pulses i-Shakti Dals and has launched 4 popular varieties of pulses i.e. Chana, Toor, Urad and Moong (including Whole Green Moong and Green Chilka) in the Indian market.
 
The pulses range has been reasonably priced between MRP Rs. 95/- to Rs 100/ for a 1 kg pack and will be available in SKUs of 1 kg, 500 g and 250 g. Apart from the traditional Kirana stores and Modern Format Food retail chains, Tata Chemicals will utilize its Tata Kisan Sansar outlets as well as its existent strong Salt distribution network to distribute i-Shakti Dals range across the country.
 
The i-Shakti range of pulses will be rolled out in a phased manner and will be initially available in Tamil Nadu, Maharashtra, Gujarat and then available in the rest of the country.
 
Key highlights - i-Shakti Dals
         All natural, farm fresh
         No added chemicals, polish or colour
         Maximum Protein Power
         100% laser sorted, machine cleaned and graded for convenience of housewives
         No imported grain. Pure desi-grown dals
         Superior in quality, over other packed or loose dal
         Value-for-Money (reasonably priced)
 
Speaking on the pulses foray R. Gopalakrishnan, Chairman, Rallis India Limited and Vice Chairman, Tata Chemicals Limited, said, Dal has been an integral part of almost every Indian meal, we are happy to introduce an initiative that is holistic in nature and takes due care in every process from seed to food, therefore the term from farm to fork. Through this we aim to work towards creating a healthier future for our country.
Adding further R Mukundan, Managing Director, Tata Chemicals Limited said, Pulses are the cheapest and the richest source of protein for the vegetarian Indian.

i-Shakti was launched with the mission to not only to increase production of pulses in India to help bridge the existing gap between demand and supply of pulses in the country ; but also provide better/ reliable quality,Hygienic pulses to Indian household. Leveraging upon the synergies in the Farm and consumer space, we are happy to have managed to influence a sizeable section of the Indian farmers community to undertake pulses cultivation and see the fruition of our efforts in this direction. What we are offering is a reasonably priced, Product Bundle to the consumers for the convenience & better health of their families.
 
The Indian population is majorly dominated by being vegetarian, coupled with a stagnant domestic production; the country is faced with domestic-supply gap. Today, the annual supply is 15 million tons, whereas the demand exceeds 18 million tons! Thus, creating a dependence on imports and pushing prices of pulses steadily over other food commodities in recent years.

 
Taking cognizance of this situation, Tata Chemicals and Rallis India Limited joined hands to leverage upon their strength with a large section of farmers across India. Tata Chemicals with its wide reach in Northern and Eastern India, and Rallis India with a strong network in Southern and Western, India successfully completed pilot projects towards Farm to Fork aspiration. Under the aegis: Grow More Pulses launched as a PPP (Public, Private Partnership) in Punjab and Tamil Nadu respectively, the farming community in India was induced the cultivation of pulses, through which the procurement and marketing i-Shakti Dals is undertaken.

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