Mumbai, June 28 (IBNS) Tata Chemicals, a global company, on Thursday announced their association with star chef Sanjeev Kapoor for Tata i-Shakti unpolished dals.
Dal is the mainstay of a majority of Indians, cutting across social and economic strata.
Tata Chemicals launched Tata i-Shakti dals in 2010 with a mission to not only bridge the existing gap between demand and supply of pulses in the country; but also provide reliable quality, hygienic pulses to Indian households and pioneer the ‘unpolished dals’ category.
“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 connoisseur and most admired chef,” said Ashvini Hiran, COO, Consumer Products Division, Tata Chemicals.
He said: “As per estimates, India accounts for 33% of the world’s area under pulses, 22% of production and 20 million tonnes of consumption annually. But the pulses markets of India are dominated by polished dals which undergo polishing by various external means.
"With mass awareness on the availability of Tata i-Shakti unpolished dals across India, we aim to revolutionize the pulses buying and consumption pattern of Indian households.”
Sanjeev Kapoor said 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 realizing 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,” said Kapoor.