Madhusudan Frozen, the frozen foods arm of the Madhusudan brand, has appointed actor Madhuri Dixit as its brand ambassador for a two-year association.
Through the partnership, Dixit will feature in the brand’s communication as Madhusudan Frozen looks to strengthen its presence in the growing frozen foods category and highlight convenient food options for Indian households.
The brand’s portfolio includes farm-picked, rapid-frozen vegetables and ready-to-cook products, with its farmer-to-freezer model focused on processing produce soon after harvest. Its range spans frozen vegetables, baby food and ready-to-cook meal options designed for quick and convenient preparation.
Amit Aggarwal, managing director, Madhusudan Frozen, said the company is entering the frozen foods category with a focus on quality, convenience and everyday usability. He added that Dixit’s connect with Indian households makes her a suitable partner for the brand’s two-year association.
Dixit said the brand’s focus on working with farmers and processing vegetables soon after harvest stood out to her, adding that the convenience of ready-to-cook products is relevant to how families cook today.
Madhusudan Frozen is also expanding its ready-to-cook portfolio with Madhusudan Frozen Chaaps, positioned as a protein-rich option that can be prepared quickly and added to everyday meals.
The company’s category expansion comes amid growth in India’s frozen foods market. According to IMARC, the market was valued at Rs 21,659 crore in 2025 and is projected to reach Rs 64,364 crore by 2034, growing at a CAGR of 12.86%.
With Dixit as its brand ambassador, Madhusudan Frozen aims to build awareness around frozen foods while extending the Madhusudan brand’s consumer equity into the category.
