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DS Group’s Catch Spices partners with MasterChef India season 9
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Friday, 23 January, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Catch Salt & Spices, one of the flagship FMCG brands of the Dharampal Satyapal Group (DS Group), has announced its association with MasterChef India Season 9 as the exclusive salt & spices partner. With this collaboration, Catch will be featured as a co-powered sponsor on Sony TV and co-special partner on Sony LIV, marking a full-season, integrated presence across television and digital platforms from January to March 2026.
Season 9 of MasterChef India brings a fresh narrative with a unique ‘Jodis’ format, celebrating food through partnerships, shared journeys and emotional connections. The show features a diverse set of participants from across the country and places strong emphasis on regional flavours, traditional cooking techniques and the stories behind spices and ingredients. The season reinforces the belief that food is more than nourishment, echoing the sentiment that “Khana sirf khana nahi hota”, and highlighting food as a medium of emotional expression, culture and human bonding.
Commenting on the association, Arnab Ghatak Choudhury, General Manager – Marketing, Catch Salt & Spices, said that food in Indian culture goes beyond taste and nutrition, representing tradition, heritage and relationships. He added that MasterChef India provides a powerful platform where food, emotions and storytelling converge, making it an ideal partner for Catch, which believes that great food begins with great ingredients and meaningful experiences.
The partnership strengthens Catch’s focus on content-led brand building by leveraging one of India’s most influential culinary and lifestyle properties. As part of the collaboration, Catch’s range of salts and spices will be seamlessly integrated into the show, with contestants using the products across multiple challenges, ensuring authentic and high-engagement brand visibility.
Additionally, special emotional segments titled Moment of the Week will highlight personal stories and bonds formed through cooking, carrying the message, “Kyunki khana sirf khana nahi hota, apno ke saath ek nai pehchaan banana bhi hota hai.” Through this association, Catch aims to deepen its connection with Indian households and become an integral part of everyday cooking journeys and aspirations.
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