Mumbai: JK Spices & Food Products (popularly known as JK Masale), a household name in India since 1957, has announced Bollywood actor Saif Ali Khan as its brand ambassador. The collaboration marks a unique synergy between legacy and modernity, as the brand continues to strengthen its heritage of purity, trust, and authenticity while appealing to a new generation of consumers.
Founded by the late Shri Dhannalal Jain, fondly remembered as the “Jeera King”, JK Masale has grown into one of India’s most respected spice brands, deeply entrenched in Indian kitchens for over six decades.
Speaking at the association, Ashok Jain, Managing Director of JK Masale, said, “In Saif Ali Khan, we see a reflection of our own journey. His royal lineage, refined persona, and the trust he commands make him a natural fit for a brand like ours. This partnership goes beyond endorsement – it is a union of legacies, where tradition and modern taste come together.”
The campaign featuring Saif Ali Khan will highlight three core themes:
- Royalty & Heritage: JK Masale’s 67-year legacy of trust and Saif’s cultural lineage together symbolize timelessness.
- Authenticity & Trust: The brand’s promise of purity and consistency across generations aligns with Saif’s credibility and enduring reputation.
- Modern Sophistication: A shared vision of tradition with contemporary relevance, appealing to modern consumers seeking both authenticity and style.
The announcement also comes at a crucial growth juncture for JK Masale. The brand is investing in a new, state-of-the-art manufacturing facility in Jaipur equipped with advanced grinding units, cold storage, and precision packaging systems. This facility is expected to increase production capacity by 1480 tonnes per month, enabling JK Masale to cater to rising domestic and global demand.
With a strong footprint in India and exports spanning the UK, South Korea, Vietnam, Hong Kong, Thailand, Bhutan, and beyond, the partnership with Saif Ali Khan reinforces JK Masale’s long-term vision: honoring its heritage while embracing innovation and expansion for the future.
