Chef Sanjeev Kapoor to root for Tata i-Shakti Dal

Tata Chemicals hopes the association of Sanjeev Kapoor with Tata i-Shakti unpolished dals will enhance consumer engagement

BestMediaInfo Bureau | Delhi | June 29, 2012

Tata Chemicals has announced its association with star chef Sanjeev Kapoor for Tata i-Shakti unpolished dals, which is a recent addition to its consumer products portfolio.

Dal is the mainstay of a majority of Indians, cutting across social and economic strata. Tata Chemicals launched Tata i-Shakti Dals in 2010 to not only bridge the demand and supply gap in of pulses, but also provide reliable quality, hygienic pulses to Indian households and pioneer the 'unpolished dals' category. Initially, four varieties of Tata i-Shakti unpolished dals, namely, Chana, Toor, Urad, Moong (including moong dal, whole and chilka) and Masoor were available in 21 states and received tremendous response from health conscious consumers.

Ashvini Hiran, COO, Consumer Products Division, Tata Chemicals, said, “To spread mass awareness about the health benefits of Tata I-Shakti unpolished dals, their delicious taste and quick cooking, Tata Chemicals has roped in Sanjeev Kapoor, one of India's top food connoisseurs and most admired chef. He has been the quintessential face of high quality cooking and is recognised across the country. With the association of Sanjeev Kapoor and Tata i-Shakti unpolished dals, we think that we will enhance our engagement with consumers who seek great tasting food with a healthy dose of nutrients.”

Chef Sanjeev Kapoor commented, “Tata i-Shakti unpolished dals are superior form of dals which do not undergo polishing process. Consumers are often eluded by the shine and shimmer of polished dals without realising the disadvantages attached with the same. Unpolished dals retain maximum proteins and are low on moisture, hence facilitate faster cooking, lending superior taste to your dal recipes. I consider it an honour to be associated with Tata i-Shakti unpolished dals as I am quite convinced about its unique benefits.”

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