Vital Salt (Project Manager & HOB)

Vital Salt was an initiative taken in Vital Group of Companies (one of the largest FMCG companies in Pakistan) to provide high quality Himalayan Pink Salt in Pakistan and Internationally.

I was hired as a partner - Project Manager to handle all the development side of Vital Salt brand.

✅ Aligned top 5% vendors with Vital Salt

✅ Created 10 international standards SKUs in 8 months

✅ Exported products in 11 countries.

✅ Trained staff on market, product, and sales.

✅ Ran two national campaigns.

We spent 6 months in on-ground and online market research. The goal of research was to build understanding of the entire salt market and then narrow the research to Himalayan pink salt.

What are the types of salts?

Why to choose Himalayan pink salt over other forms of salt?

What are the global market shares of salt?

Which product and packaging stands out in the market?

Who are the vendors we can collaborate with or we should know of?

One important aspect of research was to identify top 5% of vendors, mining process, and sales. Which were done through 10-day sprints to explore the local market.

After analysing 100s or products (physically and online) we identified packaging material, design, and vendors to work with. We developed:

Salt Flakes

Coarse Salt (Bottle & Pouch)

Fine Salt (Bottle & Pouch)

Animal Lick Salt

We created a distribution network in locally in Pakistan to manage all regions - originally utilized the network of 300+ distributors and 11 warehouses of Vital Group of Companies.

Locally we had a good performance of Vital Salt in eCom platforms, and distributions handling LMT.