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, 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.
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.
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.
