Salt (sodium chloride) is used in a variety of ways around the house: as a cleaning agent, a preservative and a natural cure for a sore throat; it is found in a number of household products, including shampoo and toothpaste. Although a number of international no sodium and low-sodium salt brands have been introduced to target this segment, October 2009 saw the launch of the first Pakistani brand of low-sodium salt – Rite Salt.
Rite is a product of Father & Sons, a family-owned business with a pharmaceutical background. This is the same company that launched Sucral (a sucralose-based sweetener) in early 2009.
Rite will have those factors such as price and competition, it has one major factor in its favour: a huge market of potential customers, due to the fact that Rite addresses the needs of people suffering from high blood pressure as well as of those suffering from other conditions where a high sodium diet is contraindicated, such as osteoporosis, stomach cancer, asthma and obesity. In addition nutritionists and doctors are increasingly recommending a low sodium diet, even to healthy people.
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