Sony ties up with EU for MasterChef India finale

MUMBAI: Sony Pictures Networks India has struck what it calls a landmark association with the European Union for the finale week of MasterChef India, marking the first such collaboration between the bloc and an Indian television format.

The tie-up will culminate in the “European Union mystery box challenge”, which opens the much-anticipated finale week. The task will see the top six contestant pairs cook with a curated basket of ingredients bearing geographical indications (GIs) from across EU member states: a nod to provenance as well as palate.

Chef Ajay and Chef Guntas, introduced as chef ambassadors to the European Union, will present the mystery boxes and set the brief: use the fewest ingredients from each category and produce a MasterChef-level dish that marries European produce with Indian flavour sensibilities. Precision and restraint, rather than extravagance, will be tested.

For Sony, the move signals a push towards high-value integrations that blur the line between sponsorship and storytelling. The network said the association underscores the show’s growing global stature and its ability to attract world-renowned institutions to Indian screens.

Chef Ajay Chopra, food ambassador in the European Union, described the collaboration as a strategic opportunity to spotlight the heritage and authenticity of GI-tagged European products to India’s vast food-loving audience.

Over the years, MasterChef India has positioned itself as a gateway to global cuisines. The EU partnership sharpens that pitch, turning the finale into a stage for cross-continental culinary diplomacy.

The finale week will air from 2 March, 2026 at 8 pm on Sony Entertainment Television and stream on Sony Liv.