MasterChef India is set to make its return on Sony LIV with a new season that brings together a refreshed competition format and a robust roster of brand partners spanning food, home, kitchen and consumer electronics categories.
For the upcoming edition, Veeba (VRB Consumer Products) has come on board as the co-presenting partner, while IKEA India and Fortune Chakki Fresh Atta will serve as co-powered partners. The sponsor line-up is further strengthened by Kohler, Catch from the DS Group, and Vijay Sales, underscoring the show’s continued appeal among consumer-facing brands.
Jodi format debuts in new season
In a first for the Indian edition of the franchise, the new season will feature a Jodi-based format, with 12 pairs competing together. The format places emphasis on collaboration and shared journeys in the kitchen, while also creating new narrative and integration opportunities for brand partners within the show.
Original judges reunite
The judging panel will see the return of chef Vikas Khanna, chef Ranveer Brar and chef Kunal Kapur, bringing back the original trio that has been closely associated with the franchise. The season will continue MasterChef India’s focus on Indian culinary diversity, with an emphasis on regional micro-cuisines and lesser-known heritage recipes.
Brands as part of storytelling
Commenting on the new season, Ranjana Mangla, EVP and Head of Ad Revenue at Sony LIV, said the show has evolved into a platform where brands are deeply embedded within the narrative. “MasterChef India has evolved into a powerful, immersive brand integration ecosystem where partners don’t merely associate with the show, they actively participate in the storytelling. As an iconic and much-loved property, it continues to attract brands that return year after year, reflecting the trust, impact, and value the platform delivers. The Jodi’s format this season further deepens integration opportunities, enabling brands to build meaningful, clutter-free presence within culturally relevant narratives and high-engagement moments,” she said.
Veeba highlights alignment of values
Viraj Bahl, founder and managing director of VRB Consumer Products, said the partnership with MasterChef India aligns closely with the brand’s philosophy. “Our partnership with MasterChef India has always been rooted in shared values. This season’s focus on cooking in pairs reflects the belief that meaningful outcomes come from working together with intent and effort. At Veeba, we see this every day, when the hard work is real, the fruit follows. That’s why this partnership continues to feel so natural to us,” he said.
MasterChef India will stream on Sony LIV from Monday to Friday at 9 pm.
