Annapurna brand by HUL was launched in 1997. Two main products offered under the brand are: salt and atta (wheat flour). The target segment of the brand is Indian family and hence the ads shows Indian house-wife who is still is in the charge of the kitchen. The products under the brand mainly focus mainly on functional attributes: Annapurna salt stress on its Iodine content and Annapurna Atta stresses on its extra Iron and Vitamins and resulting benefits. A famous tagline of Annapurna atta was: ‘Extra jo kissi bhi aur atte mein nahi’. To use the recall and reputation of other established food brand ‘Kissan’ Annapurna products were being called ‘Kissan Annapurna’ salt or atta. And very recently they are called ‘Knorr Annapurna’ to associate it with HUL’s popular food brand Knorr.