MUMBAI: DS Group’s Catch Salt & Spices has partnered with MasterChef India season nine as the show’s exclusive salt and spices partner, marking a full-season association across television and digital platforms. The brand will feature as co-powered sponsor on Sony TV and co-special partner on Sony Liv from January to March 2026.
The latest season introduces a new storytelling format centred on ‘jodis’, spotlighting culinary partnerships and shared journeys. Alongside showcasing regional flavours and traditional techniques, the show focuses on the emotional bonds and cultural stories shaped through food.
As part of the collaboration, Catch’s range of salts and spices will be woven into on-air challenges, placing the products at the heart of high-engagement cooking moments. The brand will also anchor a recurring ‘moment of the week’ segment highlighting the emotional connect behind food and family.
Catch Salt & Spices general manager marketing Arnab Ghatak Choudhury, said the partnership aligns with the brand’s belief that food carries emotion, heritage and connection beyond taste. He added that the collaboration aims to become part of everyday cooking journeys across Indian households.
The tie-up strengthens Catch’s content-led brand building strategy by leveraging one of India’s most influential food entertainment properties to deepen engagement with home cooks and culinary enthusiasts.
