Dairy brand Ananda has partnered with MasterChef India as the co-presenting sponsor for the upcoming season, marking a strategic move to embed its products within one of India’s most influential cooking formats. The new season will air on Sony Entertainment Television from January 5, running Monday to Friday at 9 pm.
The association places Ananda at the heart of the MasterChef kitchen, a space where ingredients are central to storytelling, skill and creativity. With challenges spanning everyday meals to complex technical tasks, dairy-particularly paneer-plays a consistent and meaningful role in the show’s format, making the partnership a natural fit.
Founded in 1989, Ananda began its journey in North India and has steadily expanded its footprint across the country. Today, the brand operates in 15 states and over 100 cities, supported by 10 manufacturing facilities with a combined processing capacity of 1.8 million litres per day. Paneer remains a flagship category for the company, highlighted by its 2024 Guinness World Record for producing a 205.4 kg paneer block.
Beyond paneer, Ananda’s portfolio spans ghee, butter, cream, milk, dahi, chaach, flavoured milk, sweets, ready-to-cook and frozen foods. The partnership aligns with the company’s broader ambition to scale nationally and deepen its presence across emerging food categories. In segments such as frozen foods, Ananda has already collaborated with culinary experts, including Chef Kunal Kapur.
Commenting on the collaboration, Dr. Radhey Shyam Dixit, Chairman and Managing Director of Ananda, said the association reflects a shared respect for ingredients, precision and quality-driven cooking. Through MasterChef India, Ananda aims to connect more closely with home cooks and households across the country, reinforcing its commitment to quality and consistency.
