Brand expands premium spices, sprinkler and HoReCa portfolio; rural and quick commerce channels to fuel double-digit growth
Catch Salt & Spices, the flagship spices brand of Dharampal Satyapal Group (DS Group), has announced a significant expansion of its product portfolio in Uttar Pradesh (UP) as it positions itself for stronger market leadership. The brand unveiled a premium single-spice ‘Origins’ range, new sprinklers, and an expanded whole spices portfolio. It has also introduced mayonnaise and sauces in bulk packs to deepen penetration in the HoReCa (Hotel, Restaurant and Catering) segment.
Already clocking 20 per cent+ YoY growth over the past two years, Catch Salt & Spices aims to accelerate to nearly 30 per cent CAGR over the next five years, propelled by rural distribution, modern trade and quick commerce adoption in Tier-II centres.
UP remains one of the brand’s most critical markets, with Catch commanding one of the region’s most extensive distribution networks across urban and rural markets. While cities such as Gorakhpur, Noida, Ghaziabad, Meerut, Lucknow and Varanasi continue to drive growth, Tier-II towns are emerging faster thanks to modern retail formats, digital shopping and quick commerce behaviour.
A direct rural-partner model is also being scaled to meet the sharp rise in rural demand.
“The spice market in Uttar Pradesh represents a significant and dynamic growth engine, defined by its scale and the accelerating consumer preference for branded quality products,” said Sandeep Ghosh, Business Head, Catch Salt & Spices, DS Group.
“As an integral part of the DS Group, Catch has leveraged its strategic distribution to build deep consumer trust. In quick commerce and e-commerce, behaviour is shifting rapidly, and we have mapped this evolution closely to build leadership. DS Group aims to make Catch a preferred brand across UP, from metros to the smallest towns.”
To support its fast-growing institutional footprint, DS Group has deployed a specialised team of chefs and R&D professionals to develop custom blends for premium hotels and restaurants. This is expected to strengthen HoReCa sales and support the evolving flavour preferences of dining customers.
The new portfolio includes the premium Origins range featuring Lakadong Turmeric, Double Parrot Coriander and Mathania Red Chilli, alongside fresh additions to its sprinkler selection such as Jeeravan, Red Chilli Flakes, Freeze-Dried Oregano and Mixed Herbs. In whole spices, the brand has expanded its offering with products including Red Chilli, Big Cardamom, Tej Patta (Bay Leaf), Garam Masala (whole) and more, broadening its presence across key kitchen essentials.
Brand Legacy, Distribution Strength
Launched in 1987 with its iconic table-top salt sprinkler, Catch today offers over 125 variants and 300 SKUs across nine categories, covering straight spices, blends, pastes and whole spices. The brand reaches 7 lakh retail touchpoints through 1,500+ distributors and serves over 2.25 crore Indian households.
To deepen consumer recall, Catch has invested strongly in digital marketing and co-promotion with key partners, alongside trade-loyalty initiatives. Brand ambassador Akshay Kumar continues to drive mass connect with the campaign “Kyunki khana sirf khana nahi hota,” highlighting the emotional connection between food, culture and memory.
Established in 1929, Dharampal Satyapal Group is a diversified Indian conglomerate with businesses across Food & Beverage, Confectionery, Mouth Fresheners, Hospitality, Agri, Luxury Retail and more. Its portfolio includes leading brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, and Namah.
DS Group’s headquarters hold LEED Platinum and LEED Zero Carbon certifications under USGBC standards, underscoring its sustainability commitments.
