The Marketing Strategies of Famous Curry Powder Catch with The Premises of Retailers and Supply Chain Management

Abstract

Masalas is an inevitable part of Indian cuisine. And for that matter the market of curry powder and its
allied products are very large and have been easy to capture. But the case has been different in
Kerala. Catch entered the curry powder market when it was heavily dominated by private players.
Govt. found a need to enter the market as it had huge potential. The Catch Company has been doing
extremely well in starting few years. It was successful in positioning its products well. It was able to
reach to the villages and other Supply co-outlets. But for the last few years it’s struggling very hard to
find its rhythm in capturing the market share and also to expand. It’s still in the shape as it was
started, there was no much market capitalization, no penetration into deeper villages, and also not
much profit has been seen in the company.

Keywords: penetration, market share satisfaction, retailers, wholesalers.