National, 21st January 2026, Catch Salt & Spices, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced its association with the country’s most loved culinary platform, MasterChef India Season 9, as the exclusive Salt & Spices Partner. The brand will be associated with the show as a Co-Powered Sponsor on Sony TV and Co-Special Partner on Sony LIV, marking a full-season, integrated partnership across television and digital platforms. The association will be live for the entire season, from January until March 2026.
Season 9 of MasterChef India has introduced a new storytelling format centred around ‘Jodis’, celebrating food through partnerships and shared journeys. The showcase features a diverse cohort of participants from across the nation. While the event spotlights regional flavours and traditional techniques, it primarily delves into the stories behind the spice, the cultural identities and human bonds nurtured over cooking and food. It brings to life the sentiment that ‘Khana sirf khana nahi hota,’ positioning food as a powerful medium for emotional expression and community building.
Speaking on the association, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices, said, “In Indian culture, food is beyond taste or nourishment; it carries emotion and meaning. It represents our traditions, heritage and plays a central role in building and nurturing relationships. MasterChef India is a powerful platform where food, emotions and stories come together and at Catch Spices, we believe great food begins with great ingredients and meaningful experiences. Through this collaboration, we aim to be a part of the everyday cooking journeys and aspirations of Indian households.”
The association reinforces Catch’s focus on content-led brand building, leveraging one of India’s most influential food and lifestyle properties to deepen engagement with passionate cooking enthusiasts. As part of the collaboration, Catch’s range of salts and spices will be integrated seamlessly into the show, with contestants using the products across challenges, bringing the brand into authentic, high-involvement cooking moments. As part of the association, emotional moments will be showcased as the Moment of the Week, conveying the message: ‘Kyunki khana sirf khana nahi hota, apno ke saath ek nai pehchaan banana bhi hota hai’ making the brand integration organic and contextually relevant.
