Catch spices up Bengal play with new products and local campaign

MUMBAI: Looks like Catch has found the perfect recipe for West Bengal, a pinch of local flavour, a dash of cultural storytelling and a generous serving of expansion. DS Group-owned Catch Salt & Spices is doubling down on West Bengal as it looks to accelerate growth in one of its most important regional markets. The brand, which has recorded more than 20 per cent year-on-year growth over the past two years, is betting on product innovation, deeper distribution and localised marketing to strengthen its foothold across the state.

Cities including Kolkata, Asansol, Durgapur, Bardhaman and Siliguri continue to drive demand, while the company is expanding its rural footprint through wider distribution partnerships. Tier 2 markets are also emerging as growth engines, supported by modern retail and the rapid rise of quick commerce platforms.

At the centre of the strategy is an expanded product portfolio tailored to evolving consumer tastes. Catch has broadened its iconic Sprinkler range beyond traditional salt and pepper offerings, introducing contemporary variants such as Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala and Mixed Herbs. The line-up also includes regional favourites such as Jeeravan (Poha Masala) and Podi Masala, alongside Bengal-focused products including Panch Phoran, Khus Khus (Posto), Shahi Garam Masala and Egg Masala.

The move reflects a broader shift in Indian kitchens, where consumers are increasingly experimenting with global cuisines while remaining deeply attached to regional flavours.

Adding a distinctly Bengali touch to its growth plans, Catch has also launched its first regional-first campaign for Catch Haldi featuring actor Subhashree Ganguly. Created in Bengali and conceptualised by Dentsu, the campaign adapts the brand’s long-running positioning, “Kyunki Khana Sirf Khana Nahi Hota”, into “Karon Khabar Shudhu Matro Khabar Hoye Na”.

The campaign uses a slice-of-life narrative to celebrate the cultural and emotional significance of haldi in Bengali households, portraying food as something far greater than sustenance, a carrier of memories, traditions and family bonds. The film culminates with the line “Haathe Dhoye Jaye, Catch Kore Naaye”, drawing on Bengal’s tradition of eating with one’s hands and reinforcing the brand’s purity proposition.

The campaign will roll out across television, digital, social media and OTT platforms, supported by a two-minute flagship film, 60-second edits and a special Jamai Shoshti version. Catch has also launched dedicated social media handles for the West Bengal market across Instagram, Facebook and X.

Founded in 1987 with its tabletop salt sprinkler, the Catch brand has since expanded across nine categories, offering more than 140 variants and 330 SKUs. Today, its products are available through over 7 lakh retail touchpoints and more than 1,500 distributors nationwide.

As India’s food market shifts towards packaged, hygienic and convenience-led solutions, Catch’s Bengal play highlights a wider industry trend: consumers may be embracing new tastes, but brands still need to speak the local language to win a place at the dining table.