Madhusudan Frozen, the frozen foods arm of the Madhusudan brand, has appointed actor Madhuri Dixit as its brand ambassador for a two-year association as the company looks to build greater awareness around its growing portfolio of frozen vegetables and ready-to-cook foods.
The partnership is part of Madhusudan Frozen’s broader push into the convenience foods segment, with the company positioning its products as practical options for consumers who want to reduce prep time without moving away from familiar everyday meals.
The company’s frozen foods portfolio includes farm-picked vegetables as well as ready-to-cook products. Its operating proposition centres on what it calls a farmer-to-freezer approach, in which vegetables are sourced from farmers and processed shortly after harvest. The company says rapid freezing is intended to preserve the natural qualities of the produce while allowing consumers to store and use vegetables conveniently.
Madhusudan Frozen is also widening its ready-to-cook offering with Frozen Chaaps. The product is being positioned as a convenient and protein-rich option that can be prepared quickly and incorporated into a variety of home meals. The addition reflects the company’s effort to move beyond frozen vegetables and build a broader portfolio suited to changing household cooking habits.
Amit Aggarwal, Managing Director of Madhusudan Frozen, said the company is entering the category with an emphasis on quality, convenience and products that fit into everyday Indian cooking. He said Madhuri Dixit’s long-standing connection with Indian households and her wide consumer appeal made her an appropriate choice to represent the brand.
Dixit said the farmer-to-freezer model and the company’s focus on processing vegetables soon after harvest were among the factors that attracted her to the association. She also highlighted the role frozen foods can play in providing consumers with greater ease, flexibility and variety in daily meal preparation.
The expansion comes at a time when India’s frozen foods market is witnessing increasing interest from consumers seeking convenient meal solutions. According to IMARC data cited by the company, the Indian frozen foods market was valued at ₹21,659 crore in 2025 and is projected to reach ₹64,364 crore by 2034, representing a compound annual growth rate of 12.86%.
Changing lifestyles, evolving food preferences and demand for quicker preparation are contributing to category growth. With Dixit joining as brand ambassador, Madhusudan Frozen plans to strengthen its consumer communication while building frozen vegetables and ready-to-cook products as regular components of the Indian kitchen.