By Vikas Sharma
Working towards making Catch a national brand in the spices segment, Catch Spices is planning to strengthen its base in the western and the southern markets.
O P Khanduja, Associate Business Head, Catch Foods, said the brand is already a formidable player in the northern and eastern markets and is now aiming to strengthening its base in the southern and western parts of the country.
Catch Spices is a part of the conglomerate Rs 2,200-crore Dharmpal Satyapal Group (DS Group).
Catch Spices would be adopting a multi-pronged strategy to firm its base in the western and southern markets.
Besides adding more flavours for the regional palate, the company is also ramping up the distribution network in Western and Southern markets.
Khanduja said, from the current strength of the distributors in the targeted regions, which stands around 300, the company plans to double the distributor strength by the next year.
Catch Spices would also be adding products made for the regional palate like Sambhar Powder southern flavour, Pav Bhaji masala, Biryani masala.
The total market size for spices in India is estimated to be Rs 40,500 crore with the unorganised segment dominating the market ,valued at Rs 34,000 crore.
Commenting on the production plans for Catch spices, Khanduja said by the next financial year they plan to ramp up the production capacity by nearly 60 per cent to 70per cent, through the addition of a new facility at Greater Noida and through other forms of capacity expansion like outsourcing. The current production for spices stands at 18,000 tonnes.
Catch spices which contributes 10 per cent of the revenue for the group, is eyeing revenue in excess of Rs 300 for the current fiscal.
Catch spices which was launched in 2001, with various products, including Turmeric powder, Chilli powder, Garam masala, Black salt and Chat masala, on Sunday has spices across six categories with over 40 variants and 160 stock-keeping units .