Sweet Success: How Celebrity Collaborations Helped Sugar Free's Growth in India

Discover how celebrity collaborations have driven Sugar Free's growth in India. In this blog, we explore the impactful partnerships and marketing strategies that have increased the brand's visibility and consumer engagement.

Sugar Free was launched in 1988 as a pharmaceutical product for diabetics. The brand has transformed into India's leading sugar substitute brand, boasting a 70% market share in the category. (source: Scribd) Under the umbrella of Zydus Wellness since 2006, the brand has expanded its offerings to cater to health-conscious consumers seeking low-calorie sweetening options.

Sugar Free began as a sugar substitute primarily catering to diabetics. Over time, it has evolved into a lifestyle brand embraced by health-conscious individuals seeking to reduce sugar intake without compromising on taste. With a diverse product range including Sugar Free Gold, Natura and Green, the brand offers options suitable for various dietary preferences. Sugar Free's journey reflects its adaptability and commitment to healthier living.

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The Health and Wellness Trend in India

India has witnessed a significant shift towards health and wellness, with consumers increasingly prioritising fitness and healthy eating habits. This trend has created a demand for products that offer healthier lifestyles, such as low-calorie sweeteners and sugar substitutes. The brand understood this need and provided products that help people enjoy sweetness without extra calories.

From the introduction of Sugar Free Gold, a low-calorie sweetener suitable for daily use, to Sugar Free Natura, ideal for cooking and baking, and Sugar Free Green, made from 100% natural stevia, the brand has continued to offer healthier alternatives. These innovations reflect the brand’s commitment to meet the health goals of contemporary Indian consumers.

Sugar Free’s Strategic Marketing and Product Innovations

To stay ahead in the competitive market, Sugar Free has introduced various products tailored to diverse consumer needs:

• Sugar Free Gold: A low-calorie sweetener suitable for daily use.
• Sugar Free Natura: Ideal for cooking and baking, offering the taste of sugar without the calories.
• Sugar Free Green: Made from 100% natural stevia, catering to those seeking plant-based sweetening options.

While its product range met diverse tastes, Sugar Free also needed to reach a larger audience. The brand turned to popular celebrities to deliver its message more widely. By collaborating with trusted faces, Sugar Free could connect with consumers through a platform and increase its market presence.

Sugar Free’s Iconic Celebrity Collaborations 

Recognizing the influence of celebrities in shaping consumer preferences, Sugar Free has partnered with popular celebrities to increase its brand visibility:

1. Sanjeev Kapoor x Sugar Free

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Celebrity chef Sanjeev Kapoor's long-standing association with Sugar Free has been instrumental in promoting the brand's versatility in cooking and baking. Beyond endorsements, he developed unique recipes using Sugar Free products, demonstrating their applicability in everyday cooking. His credibility in the culinary world added substantial trust to the brand's image.

The graph shows a clear spike in interest for ‘Sugar Free Stevia’ shortly after the brand’s collaboration with celebrity chef Sanjeev Kapoor in 2013. Before this, the search interest remained close to zero. By September 2014, the interest had jumped to 40, marking the product’s first major climb in online attention. Sanjeev Kapoor’s reputation as a trusted chef in Indian kitchens helped build credibility for the product among home cooks and health-conscious families. His support gave the brand a strong push, making it easier for people to trust and try a sugar substitute that was still new to many at the time.

2. Janhvi Kapoor x Sugar Free

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April 2025 marked the collaboration between Sugar Free and Bollywood actress Janhvi Kapoor. Known for her balanced approach to fitness and indulgence, Janhvi resonated with younger audiences aiming for a healthier lifestyle without sacrificing taste. Her endorsement aimed to inspire a new generation to embrace smarter dietary choices. 

3. Katrina Kaif x Sugar Free Green

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In the campaign conceptualized by Wunderman Thompson in September 2021, Katrina Kaif endorsed Sugar Free Green, highlighting it as the "first step towards fitness." As a fitness enthusiast, Katrina's association underscored the importance of making healthier choices, reinforcing the brand's message of adopting Sugar Free as a natural part of a fitness journey. 

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4. Shahid Kapoor x Sugar Free D’lite

Bollywood actor Shahid Kapoor partnered with Sugar Free to introduce the D’lite range of cookies on October 22, 2024. His image as a health-conscious individual complemented the brand's initiative to offer healthier snacking options without compromising on taste, appealing to consumers seeking guilt-free indulgence.

5. Malaika Arora x Sugar Free Green

In December 2024, Sugar Free introduced Malaika Arora as the face of Sugar Free Green. Renowned for her dedication to fitness and a healthy lifestyle, Malaika's association emphasized the brand's commitment to natural and guilt-free sweetness derived from stevia. Her influence among health-conscious audiences helped position Sugar Free Green as a preferred choice for those seeking healthier alternatives.

6. Parineeti Chopra x Sugar Free Green Veda

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Parineeti Chopra, known for her fitness transformation, became the brand ambassador of Sugar Free Green Veda, an Ayurvedic sweetener blend, in June 2016. Her journey resonated with consumers seeking healthier lifestyles. In campaigns alongside Sanjeev Kapoor, she highlighted the product's natural ingredients, appealing to those interested in traditional wellness practices. 

How Have Celebrity Collaborations Helped Sugar Free's Growth in India?

Sugar Free collaborated with health-focused celebrities like Katrina Kaif, Janhvi Kapoor, and Parineeti Chopra. Katrina fronted the “Fitness Ka Pehla Kadam” campaign, showing how swapping sugar for stevia can be an easy first step toward better health. Janhvi reached out to young people, proving you can still enjoy sweet treats without the extra calories. And Parineeti shared her own fitness journey, making natural sweeteners feel relatable to her fans.

And these partnerships gave Sugar Free more visibility and trust. When people saw their favorite stars using the products, they tried them too. That led to more online chatter and higher sales in stores. The brand reached new customers across age groups, showing that a simple promise, great taste without sugar, can appeal to everyone.

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