#e4mExclusive: Madhur Sugar calls for a creative pitch in Mumbai

Madhur Sugar, on the lookout for a creative partner, has called for a pitch in Mumbai; incumbent agency - Dentsu Creative Webchutney - not participating

by Neeta Nair
Published: Apr 29, 2026 9:12 AM | 1 min read

Madhur Sugar, a leading refined sugar brand in India, has initiated a creative pitch in Mumbai, seeking new agency proposals.
Dentsu Creative Webchutney, the current agency handling the account, confirmed they will not participate in the pitch and stated they received no prior notice from the client.
The agency's recent notable campaign for Madhur Sugar was 'The Good Cut,' which introduced innovative packaging aimed at improving recyclability.
Madhur Sugar is a product of Shree Renuka Sugars Limited, based in Mumbai, and has been in the market since its launch in 2007.

Madhur Sugar, one of the country's largest brands of refined sugar, has called for a creative pitch, sources have told IMPACT Magazine. The pitch was called in Mumbai. Dentsu Creative Webchutney is the incumbent agency working on the account. However, a Dentsu spokesperson confirmed that they were not participating in the pitch.

In their communication to IMPACT, the spokesperson from the agency said, “I can officially tell you that there has been no intimation from the client on such a pitch.” IMPACT reached out to Madhur Sugar too for a quote, but didn’t receive any at the time of filing the story.

One of the notable campaigns done by Dentsu Creative Webchutney for the brand recently was called ‘The Good Cut’. It was a packaging innovation that rethinks how consumers open plastic packaging by guiding them to cut horizontally instead of snipping corners, which enables even the tiny plastic snips discarded when opening packaged goods to be recycled, otherwise considered too small to be repurposed.

Madhur Sugar, the popular refined sugar brand of Mumbai-based Shree Renuka Sugars Limited, was launched in 2007.