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Sanjeev Kapoor to endorse unpolished dals

(06/28/2012)

 

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.

Source: India Blooms

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MasterChef Sanjeev Kapoor

Chef Sanjeev Kapoor is the most celebrated face of Indian cuisine. He is Chef extraordinaire, runs a successful TV Channel FoodFood, hosted Khana Khazana cookery show on television for more than 17 years, author of 150+ best selling cookbooks, restaurateur and winner of several culinary awards. He is living his dream of making Indian cuisine the number one in the world and empowering women through power of cooking to become self sufficient. His recipe portal www.sanjeevkapoor.com is a complete cookery manual with a compendium of more than 10,000 tried & tested recipes, videos, articles, tips & trivia and a wealth of information on the art and craft of cooking in both English and Hindi.