New Delhi, Domestic FMCG firm Dharampal Satyapal Group plans to spend around Rs 125 crore this fiscal on advertising, marketing, expanding distribution network in tier II and III cities and accelerated commerce for its core brand Catch Spices, which has Have entered Rs. 1,000 crore club, a company official said.
The group plans to introduce rasam powder and other new flavor-matched products in South India under its Catch Spices brand as it enters the region as part of its overall strategy to grow at a CAGR of 30 per cent next year. Wants. five years.
Rajeev Kumar, vice chairman of Dharampal Satyapal (DS) Group, said, “We are on the path of growth."We have crossed the Rs 1,000 crore mark in sal and spices (under the Catch Spices brand) in 2023-24 and we are bullish on the category."
However, he said it is a very difficult category for any new entrant to break into.
He said, "In the last few years we have grown at about 22 per cent CAGR. In the last two years we have grown at 24 per cent CAGR. We are planning to grow at 30 per cent CAGR in the coming years.,
Asked about investments to meet its growth target, Kumar said, "We have already invested a good amount of money in our manufacturing facility over the last few years. Now most of our spend is in distribution and advertising and marketing. Will go.”
DS Group to spend Rs 100 crore on advertising and marketing in FY24
This will increase further depending on market and distribution needs, he said, adding "it could be around Rs 125 crore for this financial year on advertising marketing, distribution and instant commerce".
He said the group has a strong presence in North India and is also penetrating other parts through large distribution structures."We were earlier into metros and mini-metros. Now our focus is on tier II and III cities," he said.
Even in villages, the company's small sachets of Rs 5 and Rs 10 are becoming popular, he said, adding, "We are getting a good response because of the advertising and marketing".
Currently, he said the group has "7 lakh touchpoints and is present in 2 crore homes in India".
Regarding the expansion of the market, he said that this is a continuing process as the "second middle class" is coming.“Our reach is going to expand further,” he said, and growth will be driven by tier II and III cities and rural populations.
"We are not very strong in South India, but we are present there. We are bringing in new products like rasam powder and other varieties that are suitable for southern people," Kumar said.
On accelerated commerce, he said the group is seeing growth at a very fast pace on the channel.
“In the coming years, Quick Commerce will continue to grow rapidly and we think we will benefit from it well.We are one of the best who are doing well in quick commerce due to first mover advantage and brand trust. The consumer has,” he said.
The Catch brand was introduced by DS Group in 1987 with the launch of table-top salt sprinklers. The company said it has since grown into a range of spices, blends and pastes across nine categories with over 125 variants and 300 SKUs.
The group plans to introduce rasam powder and other new flavor-matched products in South India under its Catch Spices brand as it enters the region as part of its overall strategy to grow at a CAGR of 30 per cent next year. Wants. five years.
Rajeev Kumar, vice chairman of Dharampal Satyapal (DS) Group, said, “We are on the path of growth."We have crossed the Rs 1,000 crore mark in sal and spices (under the Catch Spices brand) in 2023-24 and we are bullish on the category."
However, he said it is a very difficult category for any new entrant to break into.
He said, "In the last few years we have grown at about 22 per cent CAGR. In the last two years we have grown at 24 per cent CAGR. We are planning to grow at 30 per cent CAGR in the coming years.,
Asked about investments to meet its growth target, Kumar said, "We have already invested a good amount of money in our manufacturing facility over the last few years. Now most of our spend is in distribution and advertising and marketing. Will go.”
DS Group to spend Rs 100 crore on advertising and marketing in FY24
This will increase further depending on market and distribution needs, he said, adding "it could be around Rs 125 crore for this financial year on advertising marketing, distribution and instant commerce".
He said the group has a strong presence in North India and is also penetrating other parts through large distribution structures."We were earlier into metros and mini-metros. Now our focus is on tier II and III cities," he said.
Even in villages, the company's small sachets of Rs 5 and Rs 10 are becoming popular, he said, adding, "We are getting a good response because of the advertising and marketing".
Currently, he said the group has "7 lakh touchpoints and is present in 2 crore homes in India".
Regarding the expansion of the market, he said that this is a continuing process as the "second middle class" is coming.“Our reach is going to expand further,” he said, and growth will be driven by tier II and III cities and rural populations.
"We are not very strong in South India, but we are present there. We are bringing in new products like rasam powder and other varieties that are suitable for southern people," Kumar said.
On accelerated commerce, he said the group is seeing growth at a very fast pace on the channel.
“In the coming years, Quick Commerce will continue to grow rapidly and we think we will benefit from it well.We are one of the best who are doing well in quick commerce due to first mover advantage and brand trust. The consumer has,” he said.
The Catch brand was introduced by DS Group in 1987 with the launch of table-top salt sprinklers. The company said it has since grown into a range of spices, blends and pastes across nine categories with over 125 variants and 300 SKUs.
