Exclusive Marketing Strategy of Tata Chemicals – With Campaigns

Updated on: Jan 2, 2023
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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We recently discussed the marketing approach of Bayer CropScience in an article. We will go into more detail about the marketing strategy of Tata Chemicals in this piece.

The goal is to discover and develop an understanding of the marketing strategy of Tata Chemicals and how it came to be recognised as a reliable brand globally.

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We will know everything there is to know about the marketing strategy of Tata Chemicals by the time this article is over. The company’s history, target market, and online presence will be discussed first.

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About Tata Chemicals –

marketing strategy of tata chemicals -tata chemicals logo

Source – Wikipedia

Tata Chemicals Limited is an Indian global company with interests in chemicals, crop protection and speciality chemistry products headquartered in Mumbai, India. The company is one of the largest chemical companies in India with operations in India, Europe, North America and Africa. Tata Chemicals is a subsidiary of the Tata Group conglomerate. Tata Chemicals has a publicly listed subsidiary called Rallis India.

Tata Chemicals is the second-largest soda ash production capacity plant in India. This was the second soda ash plant built in India by Kapilram Vakil (Grandson of late Indian justice Nanabhai Haridas) that started operating in the year 1944. The township Mithapur derives its name from “Mitha” which means salt in the Gujarati language.

Since 2006 Tata Chemicals has owned Brunner Mond, a United Kingdom-based chemical company with operations in Magadi (Kenya) and General Chemicals, in the United States of America.

On 27 March 2008, Tata Chemicals Ltd acquired 100 per cent. With all these acquisitions, the combined capacity of production has increased to around 5.17 million tons of soda ash.

In April 2010, Tata Chemicals acquired a 25% stake in an ammonia-urea fertilizer complex in Gabon for US$290 million. The first phase of the plant will have a fully operational capacity of 2.2 billion tons of ammonia and 3.85 billion tons of urea per day.

In 2019, Tata Group transferred Tata Chemicals’ branded food business to Tata Global Beverages (now Tata Consumer Products), in an all-shares deal.

In 2016, Tata Chemicals sold its urea business to Pune-based Yara India, part of the Norwegian chemical company, Yara International.

In 2022, Tata Chemicals, through its subsidiary, Tata Chemicals Europe, set up the UK’s first industrial-scale carbon capture and usage plant. The plant can capture 40,000 tonnes of carbon dioxide per annum.

Quick Stats –

CEO Ramakrishnan Mukundan
Area Served India, Europe, North America and Africa.
Industry Chemicals
Market Revenue ₹106.7 billion (2020)
Vision To be a leading sustainable Chemistry Solutions Company serving customers based on innovative, science-led differentiated products and solutions
Tagline Serving society through science.


Marketing Strategy of Tata Chemicals –

The marketing strategy of Tata Chemicals analyses the brand with the marketing mix framework which covers the STP Analysis, Campaigns, SEO Strategy and much more.

Segmentation, Targeting and Positioning

Tata Chemicals is one of the leading chemical companies in India. Tata Chemicals’ business can be divided into 4 segments and accordingly, the products are categorized as the following:

  • Consumer products -Tata salt brand comes under this segment. Tata salt is the market leader in the iodized salt segment in India with more than 600 million people consuming it every day
  •  Industry Chemicals: Tata Chemicals is the second-largest producer of Soda ash in the world. Tata chemicals produce industry essentials like caustic soda, liquis chlorine, gypsum etc which are required by diverse industries such as glass, textile, food, mining, chemical processing etc
  • Agri Solution: Tata Chemicals produces essential farming products such as fertilizers, pesticides, improved seeds, and special nutrients to enhance crop productivity. Tata chemicals also run the Tata Kisan Sansar network to provide special information to farmers to improve agricultural practices
  • Nutritional Solution: Tata chemicals under its Essentials brand offers nutritional solutions to modern customers. Tata chemical’s flagship product ‘Gossence’ is helpful in growing good bacteria to improve health.

This company targets almost every age group as it has various products From salts to crop protection etc.

Tata Chemicals is positioned currently as the third-largest producer of soda ash in the world.

Marketing campaigns

  • Save the whale shark

marketing strategy of tata chemicals - marketing campaign

Tata Chemicals and the people of the regional area around Mithapur get together to commend the presence of the gentle giant on International Whale Shark Day.

In its persevering efforts to save this threatened species, Tata Chemicals effectively facilitated an event “Save the Whale Shark campaign” which included different activities and commitments with nearby fishermen, students, heads of the villages, and the local area. The stakeholders showed dynamic involvement in bringing issues to light with regard to Whale Sharks and the meaning of their life in our environment.

“At Tata Chemicals, the celebration of the “Global Whale-Shark Day” is an update about the protection of biodiversity and its importance, which is critical to our survival and accomplishing long-term viable goals.

“Saving of the Whale Shark is one of our noticeable biodiversity preservations drives which have borne organic products throughout the long term and, we offer our thanks to our partners whose commitment has significantly put forth this attempt a triumph.

  • ‘Maine Desh Ka Namak Khaya Hai’ campaign

Tata Salt, a pioneer in the Indian branded salt market launched a new campaign titled ‘Maine Desh Ka Namak Khaya Hai’ that featured the story of five-time world boxing champion, and Olympic winner, MC Mary Kom. For over a decade, Tata Salt has lived up to its image of being the ‘Desh ka Namak’ by depicting its faith in the people of the country through everyday acts of honesty, loyalty and integrity which are the core values of the brand. The latest campaign carries the brand’s philosophy forward and celebrates contemporary icons that go beyond their success and give back to the country in their areas of work. One such individual is MC Mary Kom.

  • Tata Namak…Chutki ki chamak

marketing strategy of tata chemicals - marketing campaign

Tata Salt, the country’s most trusted food brand, today unveiled an all-new pack design and advertising campaign. Taking the positioning platform of ‘absolute vitality’, the new Chutki ki chamak campaign showcases the key elements of the product, with a special emphasis on the health and vitality benefits. The new advertising campaign will air across television, radio and cinema. The new TV commercial will be aired in 10 languages, namely Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Tamil, Telegu, Oriya and Assamese.

The new pack design captures the new positioning of Tata Salt while highlighting the key attributes of the product. Today, every pack of Tata Salt delivers:

Absolute vitality — with an adequate quantity of iodine more saltiness

Zero bacteria — due to the vacuum evaporation process

Social Media Marketing

TATA Chemicals is very active on social media. One can find it on various platforms including Facebook, Instagram, youtube etc.

  • Youtube channel: 725 
  • Facebook: 80K+
  • LinkedIn: 186K
  • Twitter: 31.9K

They post all kinds of content from promotions to the launch of new products on their social media handles.

SEO Strategies 

marketing strategy of tata chemicals - ubersuggest seo screenshot

Source – UberSuggest

Having fewer than 500 keywords is terrible, having more than 1000 keywords are good, and having more than 10,000 keywords would be great, according to SEO rankings. It is clear that Tata Chemicals has 14K organic keywords, which is impressive. Once more, this is amazing; the monthly traffic is over 37K. Tata Chemicals is on the right road and will continue to grow in this market because of the tremendous effort that went into the SERP results that produced this result.

Influencer Marketing

It has collaborated with MARY KOM in the campaign ‘MAINE DESH KA NAMAK KHAYA HAI’

Tata Chemicals has hired some famous celebrities like Sanjeev Kapoor to endorse the I Shakti pulses brand. Tata chemicals emotional promotional campaign ‘ Tata namak: Desh ka namak’ is the most popular campaign. Tata salt also came up with a promotional strategy of branding plates during the Kumbh mela of 2016.

E-commerce Strategies

Tata Group had acquired a majority stake in online grocery seller BigBasket for an undisclosed sum of money.

The development of the electric vehicles sector, combined with an increase in the use of cell phones and laptops, is increasing the volume of lithium-ion batteries ending up in a landfill. It is, in turn, leading to toxicity of leached metals in the environment.

Mobile Apps

TCL has its own mobile app known as ChemConnect. It is about Applications for Distributors, Channel customers, Global Customers and Key customers. It is available on both android and IOS.

Content Marketing Strategies

Apart from social media, they have a solid content marketing strategy. They publish various pieces of content on their website.

  • TCL Tube – Observe Tata Chemicals at work. View our videos, clips, and TV commercials to learn more about our world.
  • Interviews
  • Articles
  • Social media
  • Media reports
  • Events
  • Media kit
  • Press releases

This ends the marketing strategy of Tata Chemicals. Let’s proceed to the conclusion and summarise the facts of the study.

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What’s Unique in the Marketing Strategy of Tata Chemicals?

The company is doing very well when it comes to marketing strategies. It follows a very positive approach by which it is easily able to beat its competition.

The company is very active when it comes to social campaigns and it has led many successful campaigns until now. This shows that companies care not only about their products but also about nature and other people. Through their marketing strategies, TATA SALT has become their USP and only that product comes to our mind when we talk about salt. This shows how well-executed their marketing is. 

Reputation is crucial for a well-known organisation. The success of a company’s branding efforts depends on its campaign methods. With the help of digital marketing, successful campaigns may be created with the ability to quickly fix any errors.

Given its growing importance, it is imperative to learn about the developing sector of digital marketing. If you want to find out more and improve your skills, look into IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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