Invictus Technology Enterprise: Nypa Salt (Blueprint) / Fathihah Ayuni Mohd Faudzi … [et al.].

Brief description of the business and product concepts: Invictus Technology Enterprise is pioneering a significant shift in the salt industry with its innovative product, Nipah salt. Derived from the nipah trees found in the coastal and estuarine regions of the Indian and Pacific Oceans, Nipah salt is a plant-based alternative to traditional salts, distinguished by its low sodium content. This innovation aims to address the growing health concerns associated with high sodium intake, such as hypertension, cardiovascular disease, and kidney disease, which are increasingly affecting younger populations due to the prevalence of canned, instant, and ready-to-eat foods. Nipah salt is tailored to meet the needs of the health-conscious consumer, particularly those in the vegetarian community, by offering a natural and healthier salt option. The target market and projections: The primary target market for Nipah salt includes health-conscious consumers, vegetarians, housewife and the food manufacturing industry. With the increasing awareness of health issues related to high sodium intake, there is a growing demand for healthier food options. According to market research, 85.7% of consumers are unaware of plant-based salts, indicating a substantial opportunity for market penetration and education. Furthermore, 83.3% of surveyed respondents use approximately two tablespoons of salt per cooking serving, highlighting the potential for Nipah salt to replace high-sodium salts in everyday cooking. Invictus Technology Enterprise projects a steady increase in market share as awareness and acceptance of plant-based alternatives grow. Initial market entry strategies will focus on health food stores, vegetarian and vegan communities, and partnerships with food manufacturers.