New Delhi: Ananda, a dairy and food brand with a strong presence across North India and leadership in the paneer category, has partnered as the Co-Presenting Sponsor for the upcoming season of MasterChef India. The show will premiere on Sony Entertainment Television from January 5, airing Monday to Friday at 9 PM.
The association brings together two brands rooted in quality, precision and trust. MasterChef India’s emphasis on ingredient integrity, skill-driven cooking and culinary excellence aligns closely with Ananda’s core consumer base of home cooks and food enthusiasts who value consistency and reliability in everyday ingredients. With dairy playing a central role across challenges—from home-style dishes to technically complex recipes—Ananda’s portfolio integrates seamlessly into the MasterChef kitchen.
Ananda’s partnership also reflects a shared value system with the show’s overarching campaign, “Jab Desh itna aagey badh raha hai, toh desh ka swaad kyoon nahi”. The narrative celebrates a confident, progressive India that continues to honour its roots. Ananda’s brand philosophy of trust, quality and contemporary excellence resonates with this ethos, reinforcing a strong “Pride of India” positioning through the collaboration.
Founded in 1989, Ananda built a strong reputation in North India before expanding its footprint nationwide. Today, the brand is present across 15 states and over 100 cities, making it a familiar name in Indian households. Its products undergo stringent multi-stage quality checks—from processing to packaging—ensuring safety, consistency and reliability, standards that mirror the discipline expected in professional kitchens such as those featured on MasterChef India.
The company operates ten modern manufacturing facilities with an installed capacity of 1.8 million litres per day, supported by automated processing lines, advanced cold-chain infrastructure and German paneer technology. Paneer remains Ananda’s flagship category and a staple ingredient on MasterChef India, produced under strict hygiene protocols and subjected to over 30 quality checks to ensure optimal texture, taste and cooking performance.
In 2024, Ananda further reinforced its category leadership by entering the Guinness World Records for producing the world’s largest paneer block, weighing 205.4 kg, underscoring its technical capabilities and scale.
Through this partnership, Ananda aims to deepen its engagement with consumers nationwide, celebrating India’s evolving culinary aspirations while staying rooted in authenticity, quality and trust.
