Mumbai: Tata Chemicals has roped in celebrity chef Sanjeev Kapoor to endorse its ‘i-Shakti’ brand of unpolished pulses. Sanjeev Kapoor, one of India’s top food connoisseurs, has been the face of high quality cooking and is recognised across the country.

The Tata Group’s chemicals company and maker of the Swach brand of water purifier entered the branded pulses segment in 2010 with a focus to expand its consumer products portfolio that includes iodised salt and low-cost water purifier Swach.

The aim was 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, the company said. Currently it sells unpolished dals such as Chana, Toor, Urad, Moong and Masoor across 21 States.

“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. We think that the association will enhance our engagement with consumers who seek great tasting food with a healthy dose of nutrients,” said Mr Ashvini Hiran, Chief Operating Officer, Consumer Products Division, Tata Chemicals.

India is estimated to account for 33 per cent of the world’s area under pulses, 22 per cent 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, he added.