I-Shakti was launched in 2006 by Tata Chemicals

Tata Chemicals

Tata Chemicals Ltd is a Tata Group Company based in Mumbai. The company is one of the largest chemical companies in India with significant operations in India and Africa.-Plant locations:*Mithapur *Babrala *Nanded...

 to satisfy the iodised salt

Iodised salt

Iodised salt is table salt mixed with a minute amount of various iodine-containing salts. The ingestion of iodide prevents iodine deficiency. Worldwide, iodine deficiency affects about two billion people and is the leading preventable cause of mental retardation. It also causes thyroid gland...

 needs of the Indian masses.
The brand is now the second biggest packaged salt brand in India

India

India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...

, with a market share of around 6%.

The Indian Salt Market

The market for packaged iodised salt in India is estimated to be worth Rs. 21.7 billion. Domestic

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.