Catch spices being repositioned

The DS Group is repositioning its Rs 95 crore Catch spices brand as a part of a new strategy that portrays the brand as the intelligent choice for a consumer who is both quality-conscious and price-conscious.

It highlights the claim that consumers need less of Catch spices than other spices for cooking, as they do not contain fillers and are ground by low temperature grinding technology, which prevents the evaporation of volatile and delicate oils from spices.

Rajiv Kumar, vice-chairman and managing director of the DS Group, adds, “The old approach focused only on the premium quality of Catch spices. The new approach stresses on the brand’s premium quality as well as value for money.”

Catch started with rotatory top table salt and pepper sprinklers in 1987. In 1999, it launched Catch spring water, a premium product. The consumer associated the brand not only with high quality, but also with a higher price point, as spring water was more expensive than the usual packaged drinking water.

This premium heritage is proving a roadblock in attracting new consumers. According to the company, recent market studies revealed that though the loyal Catch spices customer across the board kept coming back due to their high quality, new customers felt that Catch spices were expensive due to their past exposure to Catch spring water.

They were a little hesitant to try it. The company therefore decided to launch a new campaign — Zara Sa — to make the customer see value in buying Catch.

The new ad campaign for Catch spices featuring Juhi Chawla is already on air. “It features a new tagline— Zara Sa — which perfectly echoes our new positioning. Juhi Chawla endorses the brand and is seen as a modern successful woman, like our target customer, who not only wants the best of brands for her family but also looks for value for money,” comments Kumar.

Besides this, Catch plans to launch new product variants under the Catch umbrella and has already expanded the product range of whole, basic and blended spices to nearly 200 stock-keeping units for both households and institutional buyers.