The expanded lineup marks a strategic evolution of the brand’s legacy seasoning range, which has long been associated with table-top salt and pepper solutions in Indian households. The new Catch Sprinkler portfolio now includes globally inspired flavours such as pizza pasta seasoning, chili flakes, oregano, mixed herbs, and magic masala, alongside regionally rooted variants including Jeeravan (flattened rice spice blend) and a South Indian style spiced dry powder seasoning.
The products are designed to cater to increasingly experimental and convenience-driven consumers across India. The expanded range is being positioned as a comprehensive seasoning platform that goes beyond traditional offerings to meet evolving culinary preferences.
According to the company, the new Sprinkler products are being distributed across general trade, modern retail outlets, e-commerce platforms, and quick commerce channels. The seasonings are packaged in high impact polystyrene containers designed to maintain moisture resistance and ensure consistent flow during dispensing. The easy-to-use table-top dispensers are engineered for convenience, storage efficiency, and controlled usage.
Catch Salt and Spices has stated that it is actively strengthening its presence in the Indian kitchen segment through differentiated product innovation focused on purity, taste, and convenience. The brand continues to invest in marketing, research, innovation, and technology to align its offerings with changing consumer needs.
Speaking on the expansion, Sandeep Ghosh, Business Head, Catch Salt and Spices at DS Group, stated that the company continuously monitors evolving consumer behaviour to deliver products that combine convenience, quality, and flavour innovation across metropolitan cities as well as smaller towns up to Tier 3 markets. He further noted that the expanded Sprinkler range represents a step toward building a more versatile seasoning portfolio that integrates national culinary trends with strong regional relevance.
The company highlighted that India’s food consumption patterns are undergoing a structural shift toward hygienic packaged products and convenient cooking solutions. Consumers across urban and semi-urban regions are increasingly experimenting with global cuisines while simultaneously embracing regional flavours. The rising premiumisation trend within the category has further accelerated demand for high-quality and easy-to-use food enhancement products.
Catch, which was introduced by DS Group in 1987 with the launch of a table-top salt sprinkler, has since expanded into a broad portfolio spanning multiple seasoning categories. The brand now operates across nine categories with more than 140 product variants and over 330 stock keeping units. Its products are available at more than 700,000 retail touchpoints through a distribution network of over 1,500 distributors across India. The company has also leveraged modern trade, e-commerce, and quick commerce channels to drive accelerated growth and outperform industry benchmarks.
The brand, which features Bollywood actor Akshay Kumar as its ambassador, has also gained widespread recognition for its campaign message, translated as “Because food is not just nourishment, but emotion.” The positioning emphasizes food as a carrier of memories, relationships, traditions, and values, strengthening the brand’s emotional connection with consumers. Catch Spices has further expanded its digital marketing initiatives and developed strategic partnerships, including co-promotions with consumer brands and trade loyalty programs, to enhance market penetration.
DS Group, founded in 1929, is a diversified conglomerate with interests across food and beverage, confectionery, mouth fresheners, hospitality, agriculture, luxury retail, and other sectors. Its portfolio includes brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, and Namah.
The group operates under a strong environmental and social governance framework, with its headquarters certified under Leadership in Energy and Environmental Design Platinum standards and achieving Zero Carbon Certification from the United States Green Building Council. DS Group has also implemented a double materiality assessment across its businesses and reports a water positivity index of 1.8 across 30 operational locations in India.
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