Madhusudan Frozen Appoints Madhuri Dixit as Brand Ambassador

By: Women Entrepreneurs Review Team | Monday, 28 September 2026

Madhusudan Frozen, the frozen foods arm of Madhusudan, has appointed acclaimed actor Madhuri Dixit as its brand ambassador for a two-year association. The partnership marks a new phase in the brand’s growth strategy and aims to strengthen the visibility of Madhusudan Frozen while showcasing its range of convenient and easy-to-cook frozen food products.

Madhuri’s association adds a familiar and trusted face to the brand’s next phase of expansion. Her longstanding connection with Indian households, enduring appeal and ability to connect with audiences across generations are expected to help Madhusudan Frozen engage a wider consumer base and build greater awareness and acceptance of the frozen food category.

The launch follows the tremendous success of Madhusudan's dairy brand, which has gained a great reputation and trust of the consumers. Madhusudan Frozen, the brand is continuing the legacy into a new category with frozen vegetables and ready-to-cook foods that are processed to preserve the natural goodness.

Key Highlights

• Madhusudan Frozen has appointed Madhuri as its brand ambassador for a two-year association
• The brand has expanded its portfolio with frozen vegetables and ready-to-cook food products
• Madhusudan Frozen focuses on delivering quality, convenience and easy-to-cook food options

It encompasses products such as farm picked, quick-frozen vegetables as well as ready-to-cook products, which are ideal for quick and easy home cooking, with a farmer-to-freezer strategy that offers close collaboration with the farmers and prioritizes processing produce as close to the harvest as possible.

Commenting on the association, Amit Aggarwal, Managing Director, Madhusudan Frozen, said, “Madhusudan Frozen represents an important next step for the brand as we build on the success we have achieved in our dairy business. We are entering the frozen foods category with a clear focus on quality, convenience and products that are easy to use in everyday cooking.

Madhuri’s strong connection with Indian households and her enduring appeal make her a natural partner for us. Through this two-year association, we aim to create greater awareness around Madhusudan Frozen and help more consumers discover the ease and flexibility it can bring to everyday meals.”

Madhuri said, “What stood out to me about Madhusudan Frozen is that its story begins much before the food reaches the kitchen. The brand works closely with farmers and processes vegetables soon after harvest, bringing them to consumers in a convenient, ready-to-cook format.

I find that connection between the produce at the source and the ease it brings to the kitchen particularly relevant to the way families cook today. I am pleased to associate with Madhusudan Frozen and look forward to helping more consumers discover how frozen foods can bring greater ease, variety and flexibility to everyday meals.”

This is also being extended to the brand's ready-to-cook food offering. As a quick and easy-to-make, protein-packed food choice, Madhusudan Frozen Chaaps are created to be easily prepared and used to spice up typical meals. The product embodies the brand's commitment towards the preservation of the nutritional quality of the ingredients, with the same emphasis on quality.

The expansion coincides with India's market for frozen foods, which is booming. In 2025, the market was valued at ₹21,659 crore, and is expected to grow to ₹64,364 crore by 2034 with a compound annual growth rate of (CAGR) of 12.86%, according to IMARC. The category is growing as a result of the increasing demand for convenient meal solutions, the evolution of lifestyles and the shifting preferences for food.

Madhusudan Frozen is taking the consumer equity in the brand to a new level where it is proposing quality, convenience and easy-to-cook foods. Madhusudan Frozen has Madhuri as its brand ambassador and with its farmer-to-freezer business model, it promises to make frozen foods a more convenient and accessible ingredient for Indian cooking.