SWAG, a celebrity brand licensing company in India, has announced its entry into the celebrity chef merchandising category through a licensing agreement with tableware manufacturer FNS International Ltd. The partnership will introduce a new serveware collection curated by chef Vicky Ratnani.
The collection, developed by Ratnani and produced by FNS, aims to reflect the chef’s international culinary experiences and design preferences. Each product is described as food-grade and designed for domestic use.
"Vicky Ratnani’s persona and passion for food are the cornerstones of his brand. We’re proud to co-create a collection that not only reflects his energy and expertise but also enhances how India dines—through products that are stylish, practical, and thoughtfully made," said Vishal Sinha, Co-Founder & CEO of SWAG.
The line combines Ratnani’s personal style with practical use, with a focus on performance and design for contemporary kitchens.
"I’ve always wanted to translate my global experiences into thoughtfully designed products that resonate with the way India dines today—intuitive, expressive, and rooted in joy," said Chef Vicky Ratnani.
The products will be available across retail, online, and experiential platforms through SWAG’s licensing and brand development infrastructure.
"The rising influence of food content and the evolving appetite for refined dining experiences are reshaping India’s serveware category. A celebrity chef like Vicky brings unmatched authenticity and vision to lead this shift," added Sinha.
Launched in time for the festive season, the collection is also positioned as a premium gifting option.
"This collaboration with SWAG and Chef Vicky brings an exciting new dimension to the world of serveware. At FNS, we believe in constantly redefining dining aesthetics, and with Chef Vicky’s creative vision, we’re set to create something truly iconic," said Adish Jain, Managing Director, FNS International Ltd.
The announcement was made at HGH India 2025, a trade show focused on homeware, gifting, home decor, and furniture.
Rajiv Merchant, CEO of Texzone, organisers of HGH India, said: "HGH India connects innovation with industry. We’re thrilled to host this groundbreaking collaboration between SWAG, Chef Vicky, and FNS at our platform and look forward to its industry-wide impact."
