Press Release – DS Group’s Catch Introduces India’s First Ginger‑Garlic Paste Squeezy Bottle
DS Group, through its Catch Salt & Spices brand, announced the launch of a squeezy‑bottle format for its ginger‑garlic paste, the first such packaging in India. The product is marketed with a television commercial titled “Squeezy Hai, Easy Hai”, conceptualised by advertising agency VML India. The 30‑second film depicts a working woman struggling with homemade paste, then switching to the new squeezy bottle, emphasizing convenience and authentic taste.
Arnab Ghatak Choudhury, Senior General Manager – Marketing, Catch Salt & Spices, DS Group, stated that packaged ginger‑garlic paste is a fast‑growing kitchen category and that the squeezy bottle offers “effortless” use while retaining the thick, grainy texture of traditional homemade paste. Babita Baruah, CEO of VML India, highlighted that the packaging innovation solves a daily kitchen friction and that the campaign leverages relatable consumer insights.
The squeezy‑bottle ginger‑garlic paste is now available pan‑India through General Trade, Modern Trade outlets and leading quick‑commerce platforms, with point‑of‑purchase visibility at retail locations. The TVC will be broadcast across television, digital and social media platforms nationwide.
Background on DS Group: founded in 1929, the conglomerate operates across Food & Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail and other businesses. Its portfolio includes brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol and Namah. The DS headquarters has earned LEED Platinum and LEED Zero Carbon certifications from the US Green Building Council.
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