Catch salt & spices the popular brand from the stable of
Rs 1600 crore Dharampal Satyapal 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. 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 Catch: Dharampal Satyapal Group marked its debut in the F&B category with the launch of Catch Pepper and Salt, in 1987 with its revolutionary tabletop rotatory dispensers. Catch Spices is India’s foremost spices brand known for its matchless product quality and innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature Grinding (LTG) technology, which prevents the evaporation of volatile & delicate oils from spices. Catch Spices thus retain the original aroma and wholesome flavor of authentic spices. The complete assortment comprises a variety of salt and pepper sprinklers and a diverse range of whole, ground and blended spices. Catch Spices are packed in food grade metal-lined cartons, flexible laminates and convenient composite cans available in a variety of pack sizes and have been lending exquisite flavours and tantalizing aromas to every kitchen across the nation for decades.