Catch Salt & Spices, part of DS Group, has announced a renewed focus on West Bengal through a combination of regional marketing, product innovation and portfolio expansion.
According to the company, the brand has recorded year-on-year growth of more than 20% over the last two years, with West Bengal emerging as a key market. Cities including Kolkata, Asansol, Durgapur, Bardhaman and Siliguri have contributed to growth across categories, while the company is also expanding its reach in rural markets through distribution partnerships.
As part of its growth strategy, Catch has expanded its Sprinkler range beyond salt and pepper to include products such as Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala and Mixed Herbs, alongside regional offerings including Jeeravan and Podi Masala. The company said the move is aimed at addressing demand from consumers seeking both convenience and regional flavour preferences.
Speaking on the development, 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.”
The company has also launched a Bengal-focused campaign for Catch Haldi featuring Subhashree Ganguly. Developed by Dentsu, the campaign marks Catch’s first regional communication created in Bengali with a regional celebrity.
Built around the brand’s long-standing positioning, “Kyunki Khana Sirf Khana Nahi Hota”, the campaign adapts the thought for Bengal through the line “Karon Khabar Shudhu Matro Khabar Hoye Na.” The film highlights the role of haldi in Bengali households and its association with everyday rituals, celebrations and food traditions.
Speaking on being part of the campaign, Subhashree Ganguly said, “What I loved most about this film is how authentically it reflects Bengal, our food, our traditions and the emotions attached to them. Haldi is such an inseparable part of our kitchens and celebrations. This story beautifully captures how food connects generations and memories. I’m delighted to partner with Catch on a campaign that feels so personal, familiar and close to home.”
The campaign will run across television, digital, social media and OTT platforms, supported by long-format and shorter edits, including a festive version for Jamai Shoshti. The company has also launched dedicated social media handles for the West Bengal market.
