Rakesh Masala has announced Hrithik Roshan as its brand ambassador.

At its core, Rakesh Masala stands for taste, tradition, and uncompromised quality; values that align seamlessly with Roshan’s own journey of discipline, passion, and authenticity.

To highlight this partnership, Rakesh Masala has rolled out a campaign across television, digital, and retail platforms, with Roshan fronting a series of campaigns that highlight the brand’s commitment to purity, innovation, and the joy of everyday cooking.

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 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, 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.”