Catch Salt & Spices Bets on Bengal with Regional Campaign, Portfolio Expansion

Catch Salt & Spices, a division of DS Group, is increasing its focus on West Bengal with product innovation, portfolio expansion and region-specific consumer engagement initiatives.

The company said it has grown more than 20% year on year over the past two years and is looking to build on that momentum in one of its key markets. Kolkata, Asansol, Durgapur, Bardhaman and Siliguri cities are still the growth engines while the brand is also expanding reach in rural areas through stronger distribution partnerships.

The company further said that Tier 2 markets are emerging as important growth centers backed by modern retail formats and rapid expansion of quick commerce platforms.

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Regional Flavours:

Catch has also added to its regional product basket with offerings that cater to the local palate with products like Panch Phoran, Khus Khus (Posto), Shahi Garam Masala, Egg Masala, along with its flagship salt and black pepper sprinklers.

As part of its broader growth strategy, the company has grown its popular Sprinkler range from traditional salt and pepper products to a more comprehensive seasoning platform.

The new range features modern tastes such as Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala and Mixed Herbs, and regional choices like Jeeravan (Poha Masala) and Podi Masala.

The products are available through general trade, modern retail, e-commerce and quick commerce channels. They’re packaged in Catch’s signature HIPS containers that keep seasonings moisture-free and allow for convenient tabletop dispensing.

Commenting on the company’s strategy in the state, Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group said West Bengal remains an important market because of its strong culinary culture and deep emotional connect with food.

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“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,” Ghosh said.

As part of its market-specific efforts, Catch has launched its first regional-first campaign for Catch Haldi, featuring Bengali actor Subhashree Ganguly.

Created by Dentsu, the campaign adapts the brand’s long-standing thought, “Kyunki Khana Sirf Khana Nahi Hota,” into Bengali as “Karon Khabar Shudhu Matro Khabar Hoye Na.”

The film celebrates the cultural and emotional significance of haldi in Bengali households, portraying it as an ingredient closely linked to traditions, celebrations and everyday rituals.