Through a targeted growth strategy based on product innovation, portfolio expansion, and culturally relevant consumer engagement, Catch Salt & Spices, a well-known brand of Dharampal Satyapal Group (DS Group), a prominent FMCG conglomerate and multi-business corporation, is bolstering its presence in West Bengal. Over the past two years, Catch Salt & Spices has experienced strong year-over-year growth of more than 20% and is still building on its solid momentum.

With cities like Kolkata, Asansol, Durgapur, Bardhaman, and Siliguri propelling growth across categories, West Bengal continues to be a strategically significant market for the brand. Catch is extending its reach into rural markets through deeper distribution partnerships, even though urban areas remain important hubs for demand. With the help of contemporary trade and the quick adoption of quick commerce platforms, Tier 2 markets are still experiencing strong momentum. In addition to the standard salt and black pepper sprinklers, Catch’s popular regional products include Panch Phoran, Khus Khus (Posto), Shahi Garam Masala, and Egg Masala.

Catch has announced the addition of cutting-edge seasonings and regionally inspired flavors to its iconic Sprinkler line, further enhancing its offering for changing consumer demands. The evolved range, which has long been associated with salt and pepper in Indian homes, now includes regional flavors like Jeeravan (Poha Masala) and Podi Masala in addition to modern variations like Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala, and Mixed Herbs. With this expansion, Catch is expanding the sprinkler format into a more comprehensive seasoning platform that caters to regional taste preferences throughout India and is intended for consumers who are becoming more adventurous and convenience-seeking.

Platforms for quick commerce, e-commerce, modern retail, and general trade all offer the expanded Catch Sprinkler line. The line offers easy tabletop dispensing for both everyday dining and cooking, and it comes in Catch’s iconic HIPS containers, which are made to keep seasonings moisture-free.

Mr Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group, and actor Subhashree Ganguly graced a press conference to unveil the Bengal-exclusive campaign for Catch haldi.

The Bengal-only campaign for Catch Haldi stars renowned Bengali actor Subhashree Ganguly, as part of this market-focused approach. This is Catch’s first-ever regional-first communication created in Bengali with a regional celebrity, which is a major milestone for the brand.

Speaking at the event, Subhashree Ganguly said, “There is emotion in every frame of the film. Haldi is required in daily life. Be it marriage or the food you cook in your home, you need Haldi everywhere. I do not watch any of my work more than once. But the way this has been conceptualised and made, I want to see the campaign again and again”.

The campaign, which was conceptualized by Dentsu, expands upon Catch’s enduring brand concept, Kyunki Khana Sirf Khana Nahi Hota, which has been reinterpreted for Bengal as Karon Khabar Shudhu Matro Khabar Hoye Na. The film presents Catch Haldi as a symbol of purity that permeates every celebration and daily ritual while highlighting the emotional, cultural, and everyday significance of haldi in Bengali households through an evocative slice-of-life narrative. The film’s narration, which has its roots in the lyrical, rhythmic cadence of traditional Bengali recitation, beats like the lively everyday life of Bengal. It creates a soulful reality in which food is never merely a source of nourishment but rather a lovingly preserved memory, an unbroken tradition, a joyful celebration, and the deep warmth of belonging.

The campaign’s slogan, Haathe Dhoye Jaye, Catch Kore Naaye, effectively conveys the idea that although turmeric may wash off hands, the mark of purity it leaves behind remains in the case of Catch Haldi. The line alludes to the Bengali custom of eating with one’s hands, making the presence of haldi both literal—on one’s fingertips—and symbolic—in Bengal’s heart.

The campaign will launch on digital, social media, television, and over-the-top (OTT) platforms. To extend the campaign’s relevance throughout significant cultural moments in Bengal, the launch features a 2-minute long format film, 60-second edits, and a special festive cut for Jamai Shoshti. For the West Bengal market, Catch Salt & Spices has created a specific social media page on Facebook, Instagram, and X.

Priyanka Dutta