Rakesh Masala, one of India’s most trusted spice brands, has announced Hrithik Roshan as its new brand ambassador — a collaboration that brings together the actor’s wide-reaching appeal with the brand’s rich, five-decade legacy in Indian kitchens.
Founded in 1975 by S.P. Chaudhary, Rakesh Masala began its journey with just two products and has since evolved into a diversified portfolio of over 80 offerings, spanning spices, flours, snacks, and edible oils.
The association with Hrithik Roshan coincides with the brand’s 50th anniversary, marking its transformation from a regional favorite to a nationally recognized household name. Rakesh Masala has been a pioneer in innovation, being among the first in North India to introduce cryogenic technology for spice grinding — a process that helps preserve flavor, color, and essential oils. Today, the company operates ten state-of-the-art manufacturing units with a combined daily output of 125 metric tonnes.
“Spices are the soul of Indian cooking, and Rakesh Masala has been crafting these magical ingredients for generations,” said Hrithik Roshan. “I’m proud to represent a brand that honors our culinary heritage with such integrity and innovation.”
Ajhay Kumar, Director, Rakesh Masala, added: “Hrithik embodies a rare combination of warmth and credibility that perfectly mirrors our brand’s values. His association enhances our promise — ‘Swad jo reh jaye yaad’. With our advanced cryogenic technology ensuring unmatched purity and freshness, we’re excited to take Rakesh Masala into the next generation of Indian kitchens.”
Manjjay Chaudhary, Director, Rakesh Masala, noted: “We wanted to infuse humor and lightheartedness into our communication to showcase the joyful side of food. Eating should be an experience that brings smiles — and our new campaign reflects that spirit.”
Vivek Pathak, CEO, Rakesh Masala, commented: “This collaboration is a proud milestone as we celebrate 50 glorious years of our journey. Partnering with Hrithik Roshan marks a new chapter in carrying forward the Rakesh Masala legacy built on trust, taste, and tradition.”
The partnership was launched with a new television commercial featuring Hrithik Roshan, blending nostalgia with the brand’s everyday authenticity. The integrated campaign spans television, digital platforms, and retail channels, reinforcing Rakesh Masala’s position as a cherished name in Indian households.