Chukde Spice, a prominent Indian spice manufacturer, has appointed Karisma Kapoor as its brand ambassador for an exclusive two-year partnership. Karisma Kapoor will represent the brand solely from August 2023 to August 2025.

Chukde Spices has been dedicated to upholding quality, authenticity, and food safety standards since its inception in 2006. The collaboration with Karisma Kapoor is set to enhance Chukde’s nationwide brand awareness efforts.

Over the course of almost two decades, Chukde has evolved into a well-recognized household brand, renowned for its diverse range of whole spices, blended spices, and superfood products.

“When everybody keeps talking about the quality of the product, we felt that we needed to give a commitment to our customers and not just talk about quality. We came out with the campaign Saaf Nahin to Paisa Nahi. Everyone kept telling us that it’s a suicidal campaign since people can make false claims for money but we felt we needed to put our neck on the line and in case we can’t deliver the proposition than we don’t deserve the money from our customers. We are the custodian of money that we charge from our customers and we deserve the money only if we deliver on our promises. We are the only brand with such a campaign in the spices category. We did fairly well in conveying our message to our customers which made us their favorite brand over the years,” Rajat Luthra, Director, Chukde, said.

Speaking about the association, Karisma Kapoor said, “Chukde Spices are an integral part of Indian cooking and have been serving us authentic Indian spices. I am very glad to be part of this exciting brand story.”

Chukde Spices, a brand under the umbrella of Lifestyle Foods, has earned the National Award for Outstanding Entrepreneurship in both 2015 and 2020. In addition to catering to domestic markets, the brand also exports its products to 29 countries worldwide.