Hrithik Roshan joins Rakesh Masala as brand ambassador, celebrating 50 years of flavor

November 6, 2025 - 6:44 PM IST

Rakesh Masala, one of India’s most trusted names in spices and food products, has announced Hrithik Roshan as its new brand ambassador. This collaboration marks a blend of the brand’s five decades of culinary legacy with the charm and appeal of one of India’s most popular stars.

Hrithik Roshan joins Rakesh Masala as brand ambassador, celebrating 50 years of flavor

Founded by S. P. Chaudhary in 1975 with just two products, Rakesh Masala has evolved into a trusted household brand offering over 80 products across spices, oils, flours, snacks, and other kitchen essentials. The company was also the first in North India to introduce cryogenic technology for spice grinding and now runs ten state-of-the-art manufacturing units with a daily production capacity of 125 metric tonnes. Rooted in taste, tradition, and uncompromised quality, Rakesh Masala’s values perfectly reflect Hrithik Roshan’s own journey of discipline, passion, and authenticity.

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

Ajhay Kumar, Director, Rakesh Masala shared, “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 is a celebration of that legacy. With our advanced cryogenic technology ensuring purity and freshness in every pack, we are proud to take Rakesh Masala into the next generation of Indian kitchens together with Hrithik.

Manjjay Chaudhary, Director, Rakesh Masala added, “We wanted to add humour to our scripts to showcase the lighter side of food. We believe it’s meant to be enjoyed and bring smiles to everyone’s faces.

Vivek Pathak, CEO, Rakesh Masala expresses his excitement, “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 mark the beginning of this collaboration, Rakesh Masala has unveiled a new television commercial featuring Hrithik Roshan a lighthearted and heartwarming tribute to the flavours that bring people together.

The collaboration extends across television, digital, and retail platforms, with Hrithik Roshan leading a series of campaigns that celebrate Rakesh Masala’s dedication to purity, innovation, and the simple joy of everyday cooking.

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