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Catch Spices introduce Mini Master
nrinews24x7.com, 07 Jul, 2017

DS Spice co Pvt. Ltd, the makers of Catch Salt & Spices, is a part of the DS Group, a rapidly growing multi-diversified conglomerate with a turnover of more than Rs 7700 crore in FY 2015-16. Catch was launched in 1987 with the revolutionary Tabletop Salt & Pepper Sprinklers and is now a preferred household name in the spice industry. Catch Spices has built up strong brand equity over the years through its constant emphasis on superior quality, innovation and its ability to understand the consumer sentiments and market trends. The complete range of Catch salt & spices has a variety of sprinklers and a diverse range of whole, ground and blended spices.

Spices are an integral component of almost all recipes in any culture, not only for their flavor and seasoning but also for their numerous medicinal values. The Spices market in India has been witnessing a double digit growth for the past few years. Some of the key drivers of growth for the industry have been the rising demand for packaged spices, emerging market for organic spices, demand for blends and influx of regional as well as global players in the market.

The branded spices segment is highly fragmented among regional and local brands. The Rs 60,000 crore spice industry in India is fragmented among regional and local brands. The industry is dominated by the unorganized segment with a market size of Rs 45,000 crore and the remaining Rs 15,000 crore accounts for the organized segment of the Indian spice market. However, the percentage of the branded spices in the pie has been showing an upward swing influenced by the changes in eating habits and in the lifestyle of consumers. The modern day consumer is widely travelled with an exposure to world cuisine. An exposure to the varied cuisine and paucity of time

has further fuelled the demand for packaged spices. The organized segment comprises of majority of the branded spices being sold in India.

The SKUs in the spice industry have a different role to play. The small packs or the sachets are a great favorite in the segment. With the change in the eating habits, the discerning consumers prefer small trial packs to be sure of the authenticity of taste and flavor before they can spend on bigger packs.

According to AC Neilsen, the total size of the sachet industry is Rs 931 crore which consists of Rs 5 and Rs 10 sachets. Rs 623 are the market size for blends in the Rs 5 and Rs 10 segment. West (rural) is the biggest market for the small packs contributing almost 45% towards the overall sales of the zone. North is the second highest market in this price segment, contributing 26% on a pan India level in the blended category. The Rs 5 SKU is growing at 39% and Rs 10 SKU is growing at 143% in volume wise yearly average. In rural market North region contributes 27% sales of pan India.

The small packaging makes the product affordable to the rural consumers and amongst the urban population these sachets sell well at the urban slums and also induce trials amongst the consumers, who like to try new dishes especially with different blends. Additionally, small packs also have the advantage of spices for small nuclear families and offer an ease of storage. Keeping in pace with the industry dynamics, Catch Salt and Spices has introduced SKUs to cater to the changing preferences of the consumers. The Company initially launched the straight spices in sachets for the rural market, followed by blends in sachets. Recently, mono cartons have also been introduced for blends, for evolved customers who want the blends to last for two –three cookings. The small packets priced at Rs.5, weigh from 8gm to 15gm depending on the spices/ blends, while the Rs 10 sachet weighs 4gm and the Rs 10 mono carton 16 gm. The Rs 5 sachet offers 15 gm of red chilli, turmeric and coriander powder; 10gm of subzi masala and 8gm of all the 11 blends that are currently available under this range of SKU. The mono carton currently consists of 11 popular blends available across North India. Some of these blends in the mono carton format are also available in other parts of the country.

Size matters! Increasing aspiration levels and high competition is making the industry realize that small is beautiful.