Catch salt & spices the popular brand from the stable of Rs 1600 crore DS Group, a multi-diversified conglomerate, has repositioned itself with the tag line “zara sa.” The positioning tagline effectively encapsulates the compelling consumer proposition of ‘economy in usage owing to superior product quality’.
The impeccable quality is an outcome of two key process initiatives - the unique LTG technology which seals in the essential oils and flavours and the ‘no fillers’ practice. The TV & print campaign with the “zara sa Catch” message with Juhi Chawla the gorgeous model turned actress endorsing the brand reiterates that Catch is an intelligent choice for the contemporary and aware housewife who does not compromise on quality but is price conscious.
The repositioning of Catch salt & spices is in sync with the needs of consumers today, who demand more from the brands that fill their shopping basket. It highlights the value of buying Catch spices which are made by Low Temperature Grinding (LTG) technology that prevents the evaporation of volatile and delicate oils. This gives the consumer the benefit of spices that retain their original aroma giving a wholesome, authentic flavour to the food. The new brand strategy adopted by Catch also aims to break the myth that premium quality comes at a premium price.
Speaking on the occasion, Mr. Satish Rustagi, Business Head, Food Division, DSL, said, “With new product variants under the brand umbrella and extended product range of whole, basic & blended spices, there are nearly 200 SKUs for both household and Institutional buyers. The repositioning adds to the brand value by explaining the economics of the affordable price tag along with the advantage of using a premium quality product. It has been our constant endeavor to provide world class products with no compromise on quality & price.
The total spice market of the country is currently estimated at approximately Rs 40,000 crores out of which only Rs 5,500 crores is branded. In the branded segment Catch spices has between 3% - 4% market share. At present there are about 1215 distributors covering around 145,000 or more retail outlets. In Orissa itself there are 59 distributors and total outlet coverage is 2500. The turnover of Catch brand in the year 2009 -10 was Rs 144 crores.
Catch has recently expanded its product portfolio with the launch of two new variants, Pudina Chutney and Raita Masala. The innovative concept of rotatory table top dispensers has today grown to four premium flavours – salt, pepper, black salt and chaat masala. The Catch spice range is completely customized to suit the Indian palate and has established itself as a popular brand seen on kitchen shelves of homes across India.
The Catch umbrella also includes Catch Natural Spring Water, bottled at the source of Himalayas – the source with purity and goodness of nature; Catch Clear Flavored Spring Water in lemon ‘n’ lime, peach, black currant and green apple flavors in the bottled range; Catch Club Soda; Catch Tonic Water and Catch Spring in the variants of Catch cola, lemon and orange. Catch Natural Spring Water is the only bottled water in India certified to comply with the Food and Drug Administration (US) Code of Federal Regulations by NSF International Organization.
Catch pure vegetarian silver and gold foils manufactured using German technology also form a part of the Catch basket. Today Catch is the most trusted and premium brand in the F&B category known across the country for its pioneering products of impeccable quality.
About DS Group: Dharampal Satyapal Group (DS Group) is a Rs 1600 crore diversified conglomerate, committed towards premium quality products & credited with several innovations over last seven decades. A value-driven corporate, DS Group has further consolidated its position in the last six years through successful forays into diversified sectors like Mouth Fresheners, Food & Beverages, Hospitality, Packaging and Rubber Thread . The Group has recently ventured into the infrastructure sector by setting up the Steel sheet plant at Agartala and is in the process of setting up the Cement and Power projects at Meghalya.
Pass Pass, Rajnigandha - the non tobacco Pan Masala, Tansen, the connoisseur’s choice, Catch Spring water, Catch flavoured water, Meetha Mazaa, Catch Spices, The Manu Maharani – super Deluxe property in Nainital are some of the leading brands the group proudly shelters today.
CSR Initiatives of DS Group: DS Group has chosen to mesh their social commitment into business vision. The Company has been working in North East, on a wide range of CSR programmes from education to health and self reliance for tribal and ethnic communities. DS group has also undertaken many other charitable activities in other states like Uttar Pradesh, Delhi & Himachal Pradesh. The Company believes that economic empowerment of individuals transforms them into powerful agents of social change.