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Tata Salt Lite associates with Pinkathon to promote ‘Active Living’

Chennai, June 3, 2017: Today, the need for an active lifestyle is more than ever. People are becoming conscious about their way of living, what they eat and how active they are in their day-to-day lives. This year, Tata Salt Lite, a low sodium salt specially formulated to provide 15% lower sodium than regular salt, has associated with Pinkathon to propagate the very idea of “active living” and encouraging people to take up a healthy lifestyle, surpass limits and run. Pinkathon, India’s Biggest Women Run, empowers women to adopt a fitter lifestyle for themselves and their families. Through this marathon, Tata Salt Lite reinstates the importance of taking control of one’s own health, respecting oneself, understanding and celebrating the value one’s health brings to one’s family and society. As per this association, Tata Salt Lite owned the 10KM run, called the Tata Salt Lite 10KM.

The concept of Pinkathon was created on the premise that women need to be encouraged to step out of their homes, meet like-minded people and adopt healthy lifestyle practices, especially regular exercise.  The 2017 edition of Pinkathon, held at Island Grounds in Chennai, witnessed over 8000 participants. As part of the association, and in their effort to help hydrate and replenish the runners with important salts and minerals lost during running, Tata Salt Lite placed kiosks at every 2km to distribute Lite ORS energy shots and fruit platters with salt sprinklers. Additionally, on June 30 and July 1, Tata Salt Lite set up free BP check up booths for women at the courtyard, Phoenix Market City-Chennai which conducted over 70  checkups over the 2 days.  

Tata Salt Lite associates with Pinkathon to promote  ‘Active Living’

Tata Salt Lite associates with Pinkathon to promote  ‘Active Living’

Expressing his views on the importance of a healthy and active lifestyle, Mr. Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals  stated, “Women being the multi-taskers they are, often forget to indulge in themselves, their wellness and health. Tata Salt Lite, as a brand is not only for consumers who suffer from blood pressure but also those consumers who seek an active lifestyle. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate these women to take up a healthier lifestyle into consideration and Go Active. The Pinkathon initiative has been extremely effective in bringing together women passionate about fitness, and adopting active living as a way of life. Through this event we aim to add meaning to our product and connect with customers on an emotional level”

Speaking on Tata Salt Lite’s association with Pinkathon, Milind Soman, founder of Pinkathon stated, “Pinkathon shares the belief that a healthy family, a healthy nation and a healthy world begins with empowered women. It is good to see brands like Tata Salt coming forward to promote healthier lifestyles. We hope to continue our partnership to promote fitter lifestyles amongst women.”

As part of the brand’s association with Pinkathon, Tata Salt Lite launched its digital #GoActive Campaign. The campaign inspires women to adopt active lifestyle focused on wellness. Tata Salt Lite aims to address the issue of stressful lifestyles and altered food habits in urban cities and the need to power up and get moving.

Women often tend to neglect their health and focus entirely on their families and jobs, which leaves them with no time or energy to take proper care of themselves. Through this association with Pinkathon, Tata Salt wishes to encourage the women to nurture their health, which will eventually inspire her family to do the same.

About Tata Chemicals

A part of the over US$ 100 billion Tata Group, Tata Chemicals Limited, is a global company with interests in businesses that focus on LIFE —Living, Industrial and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business.

Through its Living Essentials portfolio the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in India’s branded Iodised salt segment. Extending its portfolio from salt to other food essentials, TCL unveiled India’s first national brand of pulses in 2010, followed by a range of spices in 2015. Tata Chemicals has been rated as one of the top 10% in Business and Consumer brands across all industry and consumer brand categories in India by Superbrands.

The company’s Industry Essentials product range provides key ingredients to some of the world’s largest manufacturers of glass, detergents and other industrial products. Tata Chemicals currently is the world’s second largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America.

With its Farming Essentials portfolio the company has carved a niche in India as a crop nutrients provider. It is a leading manufacturer of urea and phosphatic fertilizers and, through its subsidiary Rallis, has a strong position in the crop protection business.

The Tata Chemicals Innovation Centre is home to world class R&D capabilities in the emerging areas of nanotechnology and biotechnology. The company’s Centre for Agri-Solutions and Technology provides advice on farming solutions and crop nutrition practices.

In line with its mission, ‘serving society through science’, the company is applying its expertise in sciences, to develop high-tech and sustainable products.