Sachin Tendulkar collaborates with Chitale Bandhu to kickstart their 75 year celebration

Chitale Bandhu Mithaiwale, has been synonymous with Indian namkeens, sweets, and snacks for a grand 75 years now. The brand is celebrating the start of its 75th anniversary this year, with an exciting collaboration with cricketing legend Sachin Tendulkar.

Founded in 1950 by the visionary Late Bhausaheb Chitale, and later joined by the Late Rajabhau Chitale, Chitale Bandhu Mithaiwale has grown from a humble sweets shop to a culinary institution. For 75 years, the brand has remained committed to quality, tradition, and innovation, becoming a household name in India and internationally. From its signature Maharashtrian Bakarwadi to a diverse array of over 250 products, Chitale Bandhu has brought joy to countless celebrations from Pune to the United States, Europe, the Gulf, and beyond.

The second generation of leadership— Madhav Chitale, Shrikrishna Chitale, and Sanjay Chitale—has carried forward this legacy, expanding the brand’s reach through robust retail and distribution channels, while also emphasising social responsibility and community engagement, to ensure that Chitale Bandhu continues to be a brand that resonates deeply with its customers.


As the brand embarks on its 75th year, it is poised for a new chapter with Sachin Tendulkar as its brand ambassador. This partnership is more than a simple endorsement; it is a celebration of shared values, excellence, and a deep connection with Indian culture. Tendulkar’s involvement will see the launch of a new range of sweets, snacks and savouries, inspired by the favourite flavours of consumers and crafted with the same dedication to quality that has defined Chitale Bandhu for decades.

“As someone who values tradition and excellence, I am pleased to partner with Chitale Bandhu, a brand that has been a cherished part of so many lives, including mine, for generations,” said Sachin Tendulkar. “I’m excited to join them as they celebrate their 75th-year milestone and continue to bring joy to families across the globe.”

Indraneel Chitale, Partner at Chitale Bandhu Mithaiwale, echoed this sentiment. “Sachin Tendulkar’s values of dedication and excellence mirror those of our founders, and we are thrilled to welcome him as our brand ambassador. We look forward to creating new memories with our customers through this collaboration.”

“Celebrating 75 years is a significant achievement for us, and we are excited to share this moment with our customers and team members,” added Kedar Chitale, Partner, Chitale Bandhu Mithaiwale.

The 75th anniversary of Chitale Bandhu is a celebration of its past achievements and a bold step into the future. The brand is also inviting distributors in Maharashtra to associate with them now. With Sachin Tendulkar on board, the brand is ready to blend tradition with modernity, continuing to delight customers with exceptional products like sweets and namkeens. The collaboration promises to be a sweet beginning to a new era in Chitale Bandhu’s storied legacy.