Kolkata :
Catch Salt & Spices, a popular brand of Dharampal Satyapal Group
(DS Group), a leading FMCG conglomerate and multi-business corporation,
is strengthening its presence in West Bengal through a focused growth
strategy anchored in product innovation, portfolio expansion and
culturally relevant consumer engagement. Catch Salt & Spices has
recorded robust year-on-year growth of over 20% during the last two
years and continues to build on its strong momentum.
West Bengal
remains a strategically important market for the brand, with cities such
as Kolkata, Asansol, Durgapur, Bardhaman and Siliguri driving growth
across categories. While urban centres continue to be key demand hubs,
Catch is also expanding its reach across rural markets through deeper
distribution partnerships. Tier 2 markets continue to witness strong
momentum, supported by modern trade and the rapid adoption of quick
commerce platforms. Some of the popular regionals products of Catch
include Panch Phoran, Khus Khus (Posto), Shahi Garam Masala, Egg Masala
besides the regular Salt and Black Pepper sprinklers.
Further
strengthening its offering for evolving consumer needs, Catch has
announced the expansion of its iconic Sprinkler range with new-age
seasonings and regionally inspired flavours. Long associated with salt
and pepper in Indian households, the evolved range now includes
contemporary variants such as Pizza Pasta Seasoning, Chilli Flakes,
Oregano, Magic Masala and Mixed Herbs, alongside regional flavours
including Jeeravan (Poha Masala) and Podi Masala. With this expansion,
Catch is transforming the sprinkler format into a broader seasoning
platform designed for increasingly experimental and convenience-seeking
consumers while catering to regional taste preferences across India. The
expanded Catch Sprinkler range is available across general trade,
modern retail, e-commerce and quick commerce platforms. Packaged in
Catch’s signature HIPS containers designed to keep seasonings
moisture-free, the range offers convenient tabletop dispensing for both
cooking and everyday dining.
Speaking
on the development, Mr Sandeep Ghosh, Business Head, Catch Salt &
Spices, DS Group, said, “West Bengal continues to be a key market for
Catch Salt & Spices. With a rich culinary heritage and deep
emotional connection with food, it offered us the perfect canvas to tell
a story rooted in local culture while staying true to our larger brand
philosophy. Through this campaign for Catch Haldi and our continued
portfolio expansion, we aim to deepen consumer engagement across the
state while catering to evolving taste preferences.”
As part of
this market-focused strategy, Catch has unveiled a Bengal-exclusive
campaign for Catch Haldi, featuring acclaimed Bengali actor Subhashree
Ganguly. Marking a significant milestone for the brand, this is Catch’s
first-ever regional-first communication created in Bengali with a
regional celebrity.
Conceptualised by Dentsu, the campaign builds
on Catch’s enduring brand thought, “Kyunki Khana Sirf Khana Nahi Hota” -
reinterpreted for Bengal as “Karon Khabar Shudhu Matro Khabar Hoye Na.”
Through an evocative slice-of-life narrative, the film celebrates the
emotional, cultural and everyday significance of haldi in Bengali
households, positioning Catch Haldi as a symbol of purity that is
present in every celebration and daily ritual. Rooted in the rhythmic,
lyrical cadence of traditional Bengali recitation, the film’s narration
beats like the very heart of Bengal’s vibrant everyday life. It weaves a
soulful truth where food is never just sustenance; it is a tenderly
preserved memory, an unbroken tradition, a joyous celebration and the
profound warmth of belonging. The campaign culminates in the thought
“Haathe Dhoye Jaye, Catch Kore Naaye,” a powerful expression of how
while turmeric may wash off the hands, the mark of purity it leaves
behind stays on in case of Catch Haldi. The line draws from the Bengali
tradition of eating with one’s hands, making haldi’s presence both
figurative, on Bengal’s heart and literal, on one’s fingertips.
The
campaign will roll out across television, digital, social media and OTT
platforms. The launch includes a 2-minute long format film, 60-second
edits and a special festive cut for Jamai Shoshti, extending the
campaign’s relevance across key cultural moments in Bengal. Catch Salt
& Spices has launched a dedicated social media page (Instagram,
Facebook & X) for West Bengal market.
Speaking on being part
of the campaign, Subhashree Ganguly said, “What I loved most about this
film is how authentically it reflects Bengal, our food, our traditions
and the emotions attached to them. Haldi is such an inseparable part of
our kitchens and celebrations. This story beautifully captures how food
connects generations and memories. I’m delighted to partner with Catch
on a campaign that feels so personal, familiar and close to home.”
Through
a combination of culturally relevant storytelling, product innovation
and distribution expansion, Catch Salt & Spices continues to
strengthen its leadership in Indian kitchens while creating offerings
tailored to diverse regional preferences and evolving consumer
lifestyles. India’s food consumption landscape is witnessing a clear
shift toward hygienic, packaged solutions and convenient formats. At the
same time, consumers across metros as well as Tier 2 and Tier 3 markets
are increasingly experimenting with global cuisines while also
embracing the regional flavours. The premiumisation trend in the
category has further strengthened the growing demand for high-quality,
easy-to-use food enhancers, positioning the Catch brand as a relevant
and scalable solution in the evolving market.
The Catch brand was
introduced by DS Group in 1987 with the launch of a revolutionary
table-top Salt sprinkler and the brand has since grown to encapsulate
the very essence of cooking which ranges from straight spices to myriad
blends and pastes and wholes; across nine categories with more than 140
variants and 330 SKUs. Today Catch products are available in more than 7
lakh retail touchpoints through more than 1500 distributors nationwide.
With the changing consumer buying behaviour, Catch Spices has
thoroughly studied and capitalized on the evolving trends in modern
trade, e-commerce including quick commerce to its advantage. Leveraging
these platforms, the company has demonstrated exceptional growth,
outperforming industry standards.
The Catch brand has garnered
widespread acclaim for its campaign "Kyunki khana sirf Khana nahi hota.”
This positioning of “Khana Sirf Khana Nahi Hota” highlights the thought
that food encompasses many emotions - memories, bonds, tradition, and
values, bringing the brand closer to a consumer’s daily life - beyond
merely functional to an emotional connection. Leveraging the trends in
the market, Catch Spices has increased its focus on digital marketing to
cater to its consumers. The brand has also forged successful
partnerships and initiatives to enhance market penetration, including
co-promotion initiatives with consumer brands and trade loyalty
programs.
Link: https://youtu.be/9jtHZCc5NXI
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