Spice major JK Masale has announced Saif Ali Khan as its new brand ambassador, marking a strategic move to blend its rich heritage with a more modern, aspirational brand image. The partnership is set to front the brand’s upcoming marketing campaign, focused on celebrating royalty, authenticity, and refined sophistication – values that resonate with both the brand and the actor.
The announcement aligns with a period of expansion for JK Masale, which is significantly scaling operations with a new manufacturing facility in Jaipur. The upcoming unit is equipped with next-gen grinding technology, cold storage infrastructure, and precision-led packaging systems. Once operational, it will add an estimated 1,480 tonnes per monthto the company’s production capacity.
With a 67-year legacy in Indian kitchens, JK Masale has steadily expanded its footprint beyond the country. Its products are now exported to multiple international markets, including the UK, South Korea, Vietnam, Hong Kong, Thailand, and Bhutan.
Commenting on the association, the company said the collaboration with Saif Ali Khan signals a refreshed brand direction – one that honors tradition while appealing to today’s evolving tastes and global ambitions.
