DS Foods Ltd., the marketers of popular brands Catch and PassPass mouth freshner are making a foray in the packaged tea market by launching 'Catch Uttranchal' in the super premium blend segment.
The 15-year-old Catch brand was extended to spices some time back. Prior to that it was available in the table sprinkler avatar of popular condiments besides salt and pepper. The company is entering into a joint venture the government of Uttranchal to expand tea plantations at Uttranchal and promote its unique blend nationwide. Ashok Aggarwal, the President of Rs.700 crore DS Group Ltd. said, "Our association with the Government of Uttranchal in jointly bringing Catch Uttranchal Tea is a step to create new market contours through introducing a super-rich tea blend, which was somewhat lost in history."
DS Foods would do the product-development, branding, marketing, advertising & distribution support. According to the company, the first product prototypes are being test-marketed and would soon be hit the shelves. To start with, DS Foods would be sourcing tea from newly set up modern factory at Kausani, with a processing capacity of nearly 2 lakh KG of orthodox flavoury made tea, which has been evaluated to be worth Rs. 1000 per kg for special grades to Rs.250 per kg for other grades.
DS Foods plans to offer a bouquet of food products besides its existing products to the consumers. It has setup a widespread distribution network supported by dealers and retailers across the country. It seems DS is on its way to add more fizz to its food business.