Tata Chemicals is betting big on the non-commodity business, comprising branded products, nutraceuticals and others. The company feels sales from the non-commodity business will touch 50% of its overall turnover in the next seven years with the introduction of a number of food items (branded products) and nutraceutical ingredients (food additives).
After branded salt, pulses (dal) under iSakthi brand, the company entered masalas (chillies, turmeric and coriander (CTC)) range with a launch in Punjab recently. This masala range would be introduced in other states according to state specifics (taste requirements), said R Mukundan, managing director, Tata Chemicals.