Kolkata, June 5, 2026: FMCG major is accelerating the growth of its flagship Catch Salt & Spices brand in West Bengal through a combination of product innovation, regional marketing, and distribution expansion. The company has reported over 20% year-on-year growth for the brand over the last two years and is now deepening its engagement with consumers across the state.
As part of its Bengal-focused strategy, Catch has unveiled a new regional campaign for Catch Haldi, featuring acclaimed Bengali actress Subhashree Ganguly. The campaign marks the brand’s first-ever Bengali-language communication created specifically for the West Bengal market and its first regional collaboration with a Bengali celebrity.
The campaign, conceptualized by , reimagines Catch’s popular brand philosophy, “Kyunki Khana Sirf Khana Nahi Hota,” as “Karon Khabar Shudhu Matro Khabar Hoye Na.” Through a culturally rooted narrative, the film highlights the emotional and traditional significance of turmeric in Bengali households, portraying Catch Haldi as a symbol of purity and togetherness.
Speaking on the initiative, Sandeep Ghosh, Business Head of Catch Salt & Spices, said that West Bengal remains one of the brand’s most important markets due to its rich culinary heritage and strong emotional connection with food. He noted that the new campaign and portfolio expansion are aimed at strengthening consumer engagement while catering to changing taste preferences.
Expanded Sprinkler Portfolio
Alongside the campaign, Catch has also expanded its iconic Sprinkler Range, moving beyond traditional salt and pepper offerings to include modern seasonings such as Pizza Pasta Seasoning, Chilli Flakes, Oregano, Magic Masala, and Mixed Herbs. The company has also introduced region-specific flavours including Jeeravan (Poha Masala) and Podi Masala, reflecting growing consumer demand for both global and regional tastes.
In West Bengal, some of Catch’s popular products include Panch Phoran, Posto (Khus Khus), Shahi Garam Masala, Egg Masala, and its signature Salt and Black Pepper sprinklers.
Strong Focus on Bengal Market
The company identified Kolkata, Asansol, Durgapur, Bardhaman, and Siliguri as key growth centres. While urban markets continue to drive demand, Catch is also strengthening its rural footprint through expanded distribution partnerships. Growth is further being supported by modern retail formats and the rapid rise of quick-commerce platforms.
Multi-Platform Rollout
The Catch Haldi campaign will be promoted across television, digital, social media, and OTT platforms. The rollout includes a two-minute flagship film, shorter edits, and a special festive version timed for Jamai Shoshti, one of Bengal’s most celebrated cultural occasions.
Actress Subhashree Ganguly said the campaign resonated deeply with Bengal’s food traditions and family values, adding that it authentically reflects the emotional role food plays in connecting generations and preserving memories.
Catch’s Growing Footprint
Launched in 1987 with its pioneering table-top salt sprinkler, Catch has evolved into one of India’s leading spice brands, offering more than 140 product variants across nine categories and over 330 SKUs. Today, the brand is available through more than 7 lakh retail outlets and a network of over 1,500 distributors nationwide.
With consumers increasingly shifting toward hygienic packaged foods, convenience-driven formats, and premium culinary experiences, Catch Salt & Spices is positioning itself to capitalize on evolving food habits while strengthening its presence in key regional markets such as West Bengal.
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