In an exclusive interaction with Restaurant India, Amit Shukla, DGM, DS Spiceco, shares his view on how Catch has grown over the years targeting the spices market in India.
Trace the journey of Catch Spices over the years?
Catch was started in 1987 and the kitchen range was started in the early 2000. Catch has been known for its sprinklers. The growth in the spices segment, primarily in the branded spices space, happened on the back of huge investments made to increase consumer awareness. This further fuelled the growth of kitchen range of spices in the year 2000. Catch offers largest range of spices across India.
Through which retail formats you are present in the market?
We are present across all three verticals – modern trade, retail and institutional.
What is USP of Catch?
We are not bound to one USP, the USPs are many. To begin with, we are the only brand in the country which uses the LTG technology (Low Temperature Grinding), which all spices have essentials in them. So, when you grind the spices, the grinder creates the heat and the essential oils in spices tend to evaporate making the spices very less effective. We have chilled water running across the grinders which keep the temperature low and hence, retain the essential oils in the spices. Secondly, we have multiple packaging options from 0.4 gm sachet to 25 kg bag. Our wide range suits different types of customers’ needs. As a FMCG brand, we very firmly believe in strong distribution keeping in mind the quality commitment made to our consumers.
What is the group turnover? And what is your target?
The group turnover for last financial year was Rs 4,500 crore. In this financial year, we are trying to hit Rs 500 crore from spices category. We are very sure that we will hit that magical number this year.
Do you think taxation is a problem for this segment?
We have only 5 per cent of VAT on spices. But on other products like tobacco and Rajnigandha, the taxation is on higher side.
What is the route of investment at the group?
It is basically internal accruals and we have recently shifted to the groups’ new headquarter in Noida.
What challenges do food businesses face in India?
The first challenge that food operators face in the country is the consistency in product quality and other is right distribution of the products.