New Delhi, India: In a strategic brand move set to boost nationwide visibility, Ananda, a leading name in the Indian dairy industry, has partnered as the Co-Presenting Sponsor for the new season of MasterChef India, premiering on Sony Entertainment Television from 5 January 2025, airing Monday to Friday at 9 PM.
This collaboration brings together two powerful entities that share a deep commitment to quality, consistency, and culinary excellence. With dairy products playing a critical role in many MasterChef India challenges, Ananda’s extensive product range — particularly its renowned paneer, ghee, dahi, and cream — will be featured prominently throughout the season.
“MasterChef India’s respect for ingredients and disciplined cooking aligns closely with Ananda’s quality-first approach,” said Dr. Radhey Shyam Dixit, Chairman & Managing Director of Ananda. “This partnership allows us to bring our products and our values closer to households across India.”
A Natural Fit for India’s Home Cooks and Culinary Enthusiasts
MasterChef India’s 2025 campaign, “Jab Desh itna aagey badh raha hai, toh desh ka swaad kyun nahi?”, celebrates India’s evolving food culture while embracing traditional roots. Ananda’s brand ethos — centred on trust, purity, and forward-looking innovation — aligns seamlessly with the show’s narrative of national pride and progress.
With a legacy dating back to 1989, Ananda has evolved from a North India-focused brand to a pan-India player, now operating in over 15 states and 100 cities. The brand’s manufacturing prowess comprises 10 advanced plants with a combined capacity of 1.8 million litres per day, supported by state-of-the-art cold chain systems and German paneer-making technology.
Technical Expertise and Quality Leadership
In 2024, Ananda made headlines by setting a Guinness World Record for producing the world’s largest paneer block, weighing 205.4 kg — a milestone that underscored its category leadership and technical excellence.
Every Ananda product undergoes stringent, multi-stage quality checks that mirror the standards upheld in professional kitchens like those seen on MasterChef India. This focus on precision ensures products perform consistently across traditional and modern cooking styles — from festive sweets to gourmet innovations.
Ananda’s diversified product line spans over 100 dairy and food items, including milk, butter, chaach, flavoured milk, frozen foods, and ready-to-cook offerings. The brand also collaborates with celebrated culinary figures, such as Chef Kunal Kapur, especially in segments like frozen convenience foods.
Nationwide Expansion with Culinary Credibility
As MasterChef India continues to influence how the country eats and cooks, Ananda is accelerating its pan-India expansion, seeking deeper consumer engagement beyond its established stronghold in the northern dairy market. This high-visibility sponsorship not only amplifies brand awareness but also reinforces Ananda’s place as a trusted name in Indian kitchens.
With Indian dairy products playing a starring role in modern Indian cuisine, this collaboration is poised to elevate Ananda’s brand recall, showcase its high standards, and cement its status as a partner of choice for both home chefs and professionals.
