MasterChef India returns with strong brand lineup as Ananda Dairy comes on board as co-presenting sponsor

Sony Entertainment Television’s MasterChef India has returned with a new season, drawing a diverse roster of brand partnerships spanning food, kitchenware, energy and homecare categories.

Ananda Dairy has joined the culinary reality show as the co-presenting sponsor, while Fortune Edible Oils and Foods and Catch Salts and Spices have signed on as co-powered-by sponsors for the season. Cookware brand Bergner India, Bharat Gas and Vim ProClean Dishwashing Liquid have associated with the programme as special partners.

The new season continues to be judged by chefs Vikas Khanna, Ranveer Brar and Kunal Kapur. The show is being broadcast on Sony Entertainment Television and streamed on Sony LIV, with fresh episodes airing from Monday to Friday at 9 pm.

Platform for mass reach and brand storytelling

Commenting on the season’s commercial partnerships, Akshay Agrawal, cluster head – Ad Sales, Hindi GEC, Travel & Tourism Business at Sony Pictures Networks India (SPNI), said the franchise remains a key destination for advertisers seeking scale and relevance.

“MasterChef India continues to be a preferred destination for brands looking to engage with discerning, value-conscious consumers at scale,” Agrawal said.

He added that the programme’s positioning makes it suitable for a wide range of product categories. “The show’s strong credibility, aspirational storytelling, and relevance to Indian households make it a natural fit for categories spanning food, kitchen, energy, lifestyle and more.”

According to Agrawal, the alignment between the show and its partners is deliberate. “Our brand partners this season are aligned with the show’s ethos of excellence, trust, and homegrown pride, creating a collaborative canvas that delivers both impact and authenticity,” he said.

Ananda Dairy highlights focus on Indian ingredients

Explaining the rationale behind Ananda Dairy’s association with the show, chairman Dr Radhey Shyam Dixit said the partnership reflects a shared emphasis on Indian produce and traditional flavours.

“At Ananda Dairy, nourishment begins with the purity of Indian dairy farms and finds its way into the soul of every meal,” Dixit said.

He noted that the programme’s theme resonates closely with the company’s brand philosophy. “This season, MasterChef India’s celebration of India on a plate beautifully mirrors our own ethos of honouring homegrown ingredients and authentic flavours.”

Describing the collaboration as a natural extension of this approach, he added, “Our partnership is rooted in a shared belief in bringing genuine dairy goodness to Indian kitchens while inspiring creativity, pride, and togetherness through food.”