Tata Chemicals forays into branded pulses

MUMBAI: Tata Chemicals today forayed into branded pulses under its ' i-Shakti' brand, which will be available at around Rs 95-100 per kg in retail shops.

"With this launch, we aim to increase the production and help bridge the demand-supply gap in the country," Tata Chemicals Managing Director R Mukundan told reporters after the launch here.

The company has introduced four variants - toor, moong, chana and urad - which will initially be available in Maharashtra, Tamil Nadu and Gujarat at around Rs 95-100 per kg at modern retail shops, traditional stores, Tata Kisan Sansar outlets as well as through its existing strong salt distribution network across the country, he said.

"The i-Shakti pulses will be available across the country by the next financial year," Tata Chemicals COO - Consumer Products - Ashvini Hiran said.

Tata Chemicals Vice-Chairman and Rallis India Chairman R Gopalkrishnan said that there is need to increase the production of pulses in order to reduce the demand-supply gap.

"Under this initiative, the company will encourage farmers to grow pulses, provide them with quality seeds, offer them technical inputs and give them remunerative buy-back crop price," he said.

The country's total pulses production is at around 13-14 million tonnes, which is stagnant since the last decade and the demand exceeds 18 million tonne. This demand-supply gap is fulfilled through imports which was 3.5 million tonne during 2009-10, according to official data.