Sony Entertainment Television’s flagship culinary show, MasterChef India, has solidified its status as a premier brand property, attracting a massive wave of high-profile sponsors for its 2026 season. Centered around the patriotic theme ‘Desh Front Foot Par Chal Raha Hai’ (The Nation is Playing on the Front Foot), the new season has become a vital platform for brands looking to leverage India’s cultural pride and culinary heritage.

The show, which successfully bridges the gap between traditional broadcast and digital streaming on Sony LIV, offers a unique “purpose-led storytelling” environment. By blending high-stakes competition with aspirational narratives, it has created a trusted ecosystem for brands that prioritize quality, innovation, and homegrown authenticity.

The 2026 season has secured an impressive lineup of partners across diverse sectors, including dairy, kitchenware, and household utilities:

• Co-Presenting Sponsor: Ananda Dairy Ltd. joins the fold, highlighting its commitment to Indian roots and nourishment.
• Co-Powered By Sponsors: Industry giants Fortune Edible Oils and Foods and Catch Salts and Spices have integrated their products, emphasizing their roles in everyday Indian kitchens.
• Special Partners: The season is further supported by Bergner India, Bharat Gas, and Vim ProClean Dishwashing Liquid (Hindustan Unilever Limited), showcasing the show’s wide lifestyle appeal.

A significant driver of the show’s credibility and premium audience pull is the reunion of its iconic judging panel. Celebrated chefs Vikas Khanna, Ranveer Brar, and Kunal Kapur return to anchor the season, bringing their trademark culinary authority and emotional depth back to the format.

Akshay Agrawal, Cluster Head of Ad Sales at Sony Pictures Networks India, noted that the show remains a “preferred destination” for brands aiming to reach value-conscious consumers. He emphasized that the alignment between the sponsors and the show’s ethos of excellence creates a “collaborative canvas” that resonates with millions of households.

The partnership with Ananda Dairy is particularly noteworthy. Dr. Radhey Shyam Dixit, Chairman of Ananda Dairy Ltd., stated that the association is a “natural fit,” rooted in the shared belief of bringing genuine dairy goodness to Indian kitchens while celebrating “India on a plate.”

‘MasterChef India’ airs every Monday to Friday at 9 PM on Sony Entertainment Television and Sony LIV, continuing to set the benchmark for brand integration in the Indian GEC (General Entertainment Channel) space.

Key Highlights:

• Brand Magnet: MasterChef India Season 9 has attracted major sponsors like Ananda Dairy, Fortune, and Catch, cementing its role as a key revenue driver for Sony.
• Patriotic Theme: The 2026 season revolves around “Desh Front Foot Par Chal Raha Hai,” focusing on national pride and culinary innovation.
• Elite Judging Panel: The reunion of chefs Vikas Khanna, Ranveer Brar, and Kunal Kapur has significantly boosted the show’s aspirational and commercial appeal.
• Multi-Platform Reach: Airing simultaneously on Sony TV and Sony LIV, the show provides brands with massive scale across both linear and digital audiences.