Rakesh Masala, one of India’s fastest-growing spice and food product brands, has announced Bollywood superstar Hrithik Roshan as its new brand ambassador. The move marks a major marketing push for the company as it aims to strengthen its national presence in India’s fiercely competitive packaged spices market, currently dominated by players such as MDH, Everest, Catch and Tata Sampann.
The partnership kicked off with the launch of a fresh television commercial featuring Hrithik Roshan. The campaign highlights Rakesh Masala’s focus on purity, aroma and authenticity, while placing Hrithik as the face of the brand’s premium quality promise. According to industry executives, onboarding a high-value celebrity like Hrithik signals the company’s intent to scale aggressively across retail and modern trade channels.
The new TVC showcases Hrithik in a warm, family-centric narrative, reinforcing the brand’s tagline while aiming to build emotional recall among consumers. With India’s branded spices market estimated to be worth over Rs 30,000 crore, and set to grow at a double-digit rate, Rakesh Masala is looking to carve out a larger slice through high-impact advertising and deeper distribution.
Marketing analysts believe that celebrity partnerships continue to be a powerful driver of brand trust, especially in the food and FMCG categories. By associating with Hrithik, known for his credibility and strong mass appeal, Rakesh Masala hopes to bolster consumer confidence and expand its footprint in newer regions.
The company has not yet disclosed the campaign’s budget, but industry insiders suggest it could be one of Rakesh Masala’s most ambitious marketing spends to date. With Hrithik Roshan now onboard, the brand is gearing up for a more aggressive presence across TV, digital and in-store promotions.
