Kolkata, 07 June 2026: 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.
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