Hrithik Roshan Joins Rakesh Masala as Brand Ambassador

Rakesh Masala, one of India’s most established and trusted names in spices and food products, has officially announced leading Bollywood actor Hrithik Roshan as its brand ambassador. The partnership unites the brand’s 50-year heritage of authenticity with the actor’s enduring popularity and strong national appeal.

Founded in 1975 by S. P. Chaudhary with just two products, Rakesh Masala has steadily grown into a household name with more than 80 offerings, including ground and blended spices, oils, flours, snacks, and essential kitchen products. The company was among the first in North India to adopt cryogenic grinding technology, a process that ensures enhanced flavour retention and product purity. Today, the brand operates ten advanced manufacturing units with a cumulative capacity of 125 metric tonnes per day, reflecting its scale and commitment to innovation.

Speaking about the association, Hrithik Roshan said, “Spices are the soul of Indian cooking, and Rakesh Masala has been a pioneer of these magic ingredients for generations. I’m proud to represent a brand that celebrates our culinary heritage with such integrity and innovation.”

The partnership coincides with the brand’s vision of expanding its national footprint while staying rooted in its core philosophy of delivering authentic taste, freshness, and quality. The collaboration also aims to highlight Rakesh Masala’s technological advancements and its unwavering focus on consumer trust.

Ajhay Kumar, Director, Rakesh Masala, said, “Hrithik embodies a rare blend of warmth and credibility that beautifully reflects our brand’s journey. His association amplifies what our products stand for—‘Swad jo reh jaye yaad.’ Over the decades, we have earned the trust of millions, and this partnership honours that legacy. Our cryogenic technology ensures purity and freshness in every pack, and we are excited to take Rakesh Masala into the next generation of Indian kitchens alongside Hrithik.”

Adding further perspective, Manjjay Chaudhary, Director, Rakesh Masala, shared that the brand is exploring lighter, more humorous storytelling in its marketing content. He noted, “We wanted to add humour to our scripts to showcase the lighter side of food. Cooking is an experience meant to be enjoyed, and we believe our communication should bring smiles to everyone’s faces.”

Expressing his enthusiasm, Vivek Pathak, CEO, Rakesh Masala, said, “This collaboration marks a proud milestone for us. As we celebrate 50 glorious years of Rakesh Masala, we are delighted to join hands with Hrithik to carry our legacy forward. Together, we look forward to bringing the spirit of Rakesh Masala into even more homes across the country.”

To launch the partnership, the brand released a new television commercial featuring Hrithik Roshan. The ad, infused with humour and warmth, pays tribute to the flavours and emotions that connect Indian families across generations.

Watch the TVC here: https://youtu.be/apc4sEPv4Iw