Madhusudan Frozen has appointed actor Madhuri Dixit as its brand ambassador for a two-year association as the company expands its presence in the frozen foods category.
The association will focus on Madhusudan Frozen’s range of frozen vegetables and ready-to-cook products, with Dixit featuring in the brand’s consumer communication.
Madhusudan Frozen’s portfolio includes farm-picked, rapid-frozen vegetables and ready-to-cook food products. The company follows a farmer-to-freezer approach, working with farmers and processing produce soon after harvest.
“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 Dixit’s strong connect 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,” said Amit Aggarwal, Managing Director, Madhusudan Frozen.
Dixit said the company’s farmer-to-freezer model was among the factors that stood out to her about the association.
“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,” said Madhuri Dixit.
The company is also expanding its ready-to-cook offering with Madhusudan Frozen Chaaps, positioned as a protein-rich option that can be prepared quickly.
The appointment comes as the Indian frozen foods market expands. According to IMARC, the market was valued at Rs 21,659 crore in 2025 and is projected to reach Rs 64,364 crore by 2034, at a CAGR of 12.86 per cent. The report attributes the growth to factors including demand for convenient meal solutions, changing lifestyles and evolving food preferences.
Madhusudan Frozen is the frozen foods business of Madhusudan. Its portfolio includes frozen green peas, mixed vegetables, sweet corn, baby corn, French fries, matar paneer, frozen soya chaap and jackfruit, alongside ready-to-cook products.
The company said its frozen foods business uses cold-chain infrastructure and processing facilities as part of its focus on food safety, quality and traceability.
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