DS Group’s Catch Salt & Spices Expands Footprint in West Bengal with New Catch Haldi Campaign and Product Portfolio
Kolkata, June 5, 2026: Catch Salt & Spices, the flagship seasoning brand of the Dharampal Satyapal (DS) Group, has announced an aggressive expansion strategy for the West Bengal market, combining regional marketing initiatives with an expanded product portfolio aimed at meeting evolving consumer preferences.
The company has reported year-on-year growth of more than 20 percent over the past two years and is now strengthening its presence across the state through deeper market penetration, product innovation, and culturally relevant campaigns.
West Bengal Emerges as a Strategic Growth Market
According to the company, West Bengal remains one of its key focus markets, with major urban centres including Kolkata, Asansol, Durgapur, Bardhaman, and Siliguri contributing significantly to sales growth. Beyond metropolitan areas, Catch is also expanding into rural markets through enhanced distribution partnerships.
The company noted that Tier-II cities are witnessing strong demand, supported by modern retail channels and the rapid growth of quick-commerce platforms.
Among the products that enjoy popularity in the state are:
- Panch Phoran
- Khus Khus (Posto)
- Shahi Garam Masala
- Egg Masala
- Catch Salt
- Black Pepper Sprinklers
Expanded Sprinkler Range Targets New Consumer Trends
As part of its portfolio expansion, Catch has introduced several new seasonings under its well-known sprinkler range. Traditionally associated with table-top salt and pepper dispensers, the range now includes products catering to both global and regional culinary preferences.
The expanded lineup includes:
- Pizza Pasta Seasoning
- Chilli Flakes
- Oregano
- Magic Masala
- Mixed Herbs
- Jeeravan (Poha Masala)
- Podi Masala
The products are packaged in the company’s signature moisture-resistant HIPS containers and are available through general trade outlets, modern retail stores, e-commerce platforms, and quick-commerce services.
Bengal-Focused Campaign for Catch Haldi
In a first for the brand, Catch has launched a Bengal-exclusive advertising campaign for Catch Haldi, featuring noted Bengali actor Subhashree Ganguly. The campaign marks the company’s first regional-first communication developed in Bengali using a regional celebrity ambassador.
Created by Dentsu, the campaign adapts Catch’s long-standing brand philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” into the Bengali expression:
“Karon Khabar Shudhu Matro Khabar Hoye Na.”
The campaign portrays the emotional and cultural significance of turmeric in Bengali households, presenting it not merely as an ingredient but as an integral part of traditions, celebrations, and everyday family life.
Its central message, “Haathe Dhoye Jaye, Catch Kore Naaye,” symbolically suggests that while turmeric stains may wash away from one’s hands, the purity and trust associated with Catch Haldi remain.
The campaign will be promoted across television, digital platforms, OTT services, and social media. It includes:
- A two-minute flagship film
- Sixty-second edits
- A special festive version for Jamai Shoshti
The company has also launched dedicated West Bengal social media pages across Instagram, Facebook, and X to strengthen local consumer engagement.
Company Statement
Commenting on the expansion, Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group, said that West Bengal’s rich culinary heritage and emotional connection with food make it an ideal market for the brand’s regional storytelling strategy.
He stated that the new Catch Haldi campaign, combined with continued portfolio expansion, is intended to deepen consumer engagement while addressing changing taste preferences across the state.
Actor Subhashree Ganguly, who features in the campaign, said the film authentically reflects Bengal’s food culture, traditions, and emotional bonds, describing haldi as an inseparable part of Bengali kitchens and celebrations.
Growing Demand for Packaged Food Solutions
The company believes India’s food consumption patterns are shifting toward hygienic packaged products and convenient cooking formats. Consumers across metropolitan and smaller cities are increasingly experimenting with global cuisines while continuing to embrace regional flavours.
This trend, coupled with premiumisation in the spices category, has created greater demand for high-quality and easy-to-use seasonings, positioning Catch to expand further in the market.
About the Brand
Introduced by the DS Group in 1987 with its pioneering table-top salt sprinkler, the Catch brand has since expanded into a comprehensive spices and seasonings portfolio spanning nine product categories, more than 140 variants, and approximately 330 SKUs.
Today, Catch products are distributed through over 1,500 distributors and are available at more than seven lakh retail outlets across India. The company has also strengthened its presence through modern trade, e-commerce, and quick-commerce platforms while increasing its focus on digital marketing and strategic consumer partnerships.
About DS Group
Founded in 1929, the Dharampal Satyapal (DS) Group is one of India’s leading FMCG conglomerates with diversified interests spanning food and beverages, confectionery, mouth fresheners, hospitality, agriculture, luxury retail, and other businesses. Its portfolio includes well-known brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, and Namah.
The group also highlights its sustainability initiatives, including LEED Platinum and LEED Zero Carbon certifications for its headquarters, implementation of a Double Materiality Assessment framework, and a reported water positivity index of 1.8 across its business operations in India.DS Group’s Catch Salt & Spices Expands Footprint in West Bengal with New Catch Haldi Campaign and Product Portfolio
Kolkata, June 5, 2026: Catch Salt & Spices, the flagship seasoning brand of the Dharampal Satyapal (DS) Group, has announced an aggressive expansion strategy for the West Bengal market, combining regional marketing initiatives with an expanded product portfolio aimed at meeting evolving consumer preferences.
The company has reported year-on-year growth of more than 20 percent over the past two years and is now strengthening its presence across the state through deeper market penetration, product innovation, and culturally relevant campaigns.
West Bengal Emerges as a Strategic Growth Market
According to the company, West Bengal remains one of its key focus markets, with major urban centres including Kolkata, Asansol, Durgapur, Bardhaman, and Siliguri contributing significantly to sales growth. Beyond metropolitan areas, Catch is also expanding into rural markets through enhanced distribution partnerships.
The company noted that Tier-II cities are witnessing strong demand, supported by modern retail channels and the rapid growth of quick-commerce platforms.
Among the products that enjoy popularity in the state are:
- Panch Phoran
- Khus Khus (Posto)
- Shahi Garam Masala
- Egg Masala
- Catch Salt
- Black Pepper Sprinklers
Expanded Sprinkler Range Targets New Consumer Trends
As part of its portfolio expansion, Catch has introduced several new seasonings under its well-known sprinkler range. Traditionally associated with table-top salt and pepper dispensers, the range now includes products catering to both global and regional culinary preferences.
The expanded lineup includes:
- Pizza Pasta Seasoning
- Chilli Flakes
- Oregano
- Magic Masala
- Mixed Herbs
- Jeeravan (Poha Masala)
- Podi Masala
The products are packaged in the company’s signature moisture-resistant HIPS containers and are available through general trade outlets, modern retail stores, e-commerce platforms, and quick-commerce services.
Bengal-Focused Campaign for Catch Haldi
In a first for the brand, Catch has launched a Bengal-exclusive advertising campaign for Catch Haldi, featuring noted Bengali actor Subhashree Ganguly. The campaign marks the company’s first regional-first communication developed in Bengali using a regional celebrity ambassador.
Created by Dentsu, the campaign adapts Catch’s long-standing brand philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” into the Bengali expression:
“Karon Khabar Shudhu Matro Khabar Hoye Na.”
The campaign portrays the emotional and cultural significance of turmeric in Bengali households, presenting it not merely as an ingredient but as an integral part of traditions, celebrations, and everyday family life.
Its central message, “Haathe Dhoye Jaye, Catch Kore Naaye,” symbolically suggests that while turmeric stains may wash away from one’s hands, the purity and trust associated with Catch Haldi remain.
The campaign will be promoted across television, digital platforms, OTT services, and social media. It includes:
- A two-minute flagship film
- Sixty-second edits
- A special festive version for Jamai Shoshti
The company has also launched dedicated West Bengal social media pages across Instagram, Facebook, and X to strengthen local consumer engagement.
Company Statement
Commenting on the expansion, Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group, said that West Bengal’s rich culinary heritage and emotional connection with food make it an ideal market for the brand’s regional storytelling strategy.
He stated that the new Catch Haldi campaign, combined with continued portfolio expansion, is intended to deepen consumer engagement while addressing changing taste preferences across the state.
Actor Subhashree Ganguly, who features in the campaign, said the film authentically reflects Bengal’s food culture, traditions, and emotional bonds, describing haldi as an inseparable part of Bengali kitchens and celebrations.
Growing Demand for Packaged Food Solutions
The company believes India’s food consumption patterns are shifting toward hygienic packaged products and convenient cooking formats. Consumers across metropolitan and smaller cities are increasingly experimenting with global cuisines while continuing to embrace regional flavours.
This trend, coupled with premiumisation in the spices category, has created greater demand for high-quality and easy-to-use seasonings, positioning Catch to expand further in the market.
About the Brand
Introduced by the DS Group in 1987 with its pioneering table-top salt sprinkler, the Catch brand has since expanded into a comprehensive spices and seasonings portfolio spanning nine product categories, more than 140 variants, and approximately 330 SKUs.
Today, Catch products are distributed through over 1,500 distributors and are available at more than seven lakh retail outlets across India. The company has also strengthened its presence through modern trade, e-commerce, and quick-commerce platforms while increasing its focus on digital marketing and strategic consumer partnerships.
Founded in 1929, the Dharampal Satyapal (DS) Group is one of India’s leading FMCG conglomerates with diversified interests spanning food and beverages, confectionery, mouth fresheners, hospitality, agriculture, luxury retail, and other businesses. Its portfolio includes well-known brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, and Namah.
The group also highlights its sustainability initiatives, including LEED Platinum and LEED Zero Carbon certifications for its headquarters, implementation of a Double Materiality Assessment framework, and a reported water positivity index of 1.8 across its business operations in India.
