Hrithik Roshan is face of Rakesh Masala
Rakesh Masala has announced actor Hrithik Roshan as its new brand ambassador, bringing together the actor’s mass appeal with the brand’s five-decade heritage in Indian kitchens.
The S.P. Chaudhary founded in 1975, the company has grown from two products to a portfolio of over 80 across spices, flours, snacks, and oils.
The collaboration coincides with Rakesh Masala’s 50th anniversary, marking its journey from a regional favorite to a nationally recognised brand. The company, among the first in North India to introduce cryogenic technology for spice grinding, now runs ten advanced manufacturing units with a daily output of 125 metric tonnes.
Elaborating on the collaboration, Hrithik Roshan said: “Spices are the soul of Indian cooking, and Rakesh Masala has been a pioneer of the magic ingredients for generations. He feels proud to represent a brand that celebrates our culinary heritage with such integrity and innovation.”
As per Ajhay Kumar, director, Rakesh Masala, Hrithik embodies a rare blend of warmth and credibility that beautifully reflects their brand’s journey. His collaboration amplifies what their products stand for ‘Swad jo reh jaye yaad.’ With their advanced cryogenic technology ensuring purity and freshness, they feel proud to take Rakesh Masala into the next generation of Indian kitchens.
Manjjay Chaudhary, director, Rakesh Masala, says that they wanted to add humor to their scripts to highlight the lighter side of food. The comoany believes it’s meant to be enjoyed and bring smiles to everyone’s faces.”
According to Vivek Pathak, CEO, Rakesh Masala, this collaboration with the Bollywood celebrity marks a proud landmark for them. As they celebrate 50 glorious years of Rakesh Masala, they are elated to join hands with Hrithik Roshan to carry their legacy forward.
The partnership launched with a new
TV commercial featuring Hrithik Roshan, highlighting the brand’s mix of nostalgia and everyday authenticity. The campaign runs across television, digital, and retail platforms.
News Edit KV Raman
