Whenever you watch a video showcasing an ‘authentic’ recipe for Kadhai Paneer, Dum Aloo, or Garlic Chicken, the first ingredient that sizzles in the pan is often khade masale (whole spices). These spices are the essence of Indian cooking, yet the market for premium, packaged whole spices has largely remained disorganized.

Zoff Foods, a startup based in Raipur and founded in 2018, has been working to bridge this gap by offering high-quality whole spices and seasoning products. While established brands like Everest and MDH dominate the blended spice segment, the whole spices category remains fragmented, with many small regional producers controlling the market.

Bringing Structure to a Fragmented Market

Zoff Foods recognized the potential in this underserved segment and aimed to provide consumers with a trusted national brand that offers consistency and quality. The company initially launched as a digital-first brand, building its presence across e-commerce and quick commerce platforms. Zoff’s product range has since expanded to include not only whole spices but also powdered spices, seasoning mixes, and dry fruits.

Consumer preferences are shifting toward packaged spices, driven by concerns over adulteration and contamination, according to the Spices Market in India 2024-2028 report by Research and Markets. Post-pandemic awareness about food safety has further fueled this trend. Akash Agrawalla, co-founder of Zoff Foods, explains, “Consumers are more conscious about hygiene and authenticity. Packaged spices are a safer, more hygienic choice, and we’ve built our brand with a commitment to purity and quality.”

To enhance the freshness and convenience of its products, Zoff introduced Cool Grind technology for processing, ensuring superior taste and aroma. Additionally, its resealable zip-lock packaging eliminates the need for refrigeration, ensuring that spices stay fresh longer.

Standing Out in a Competitive Market

While traditional brands like Catch and Everest cater to long-established consumer preferences, Zoff has positioned itself to appeal to younger, more tech-savvy consumers. “Our packaging, product aesthetics, and marketing strategy are designed to attract modern buyers. Instead of competing in a saturated market, we follow a Blue Ocean Strategy, exploring untapped spaces,” Agrawalla explains.

The online spice market has become increasingly competitive with the rise of private-label brands from major e-commerce platforms such as Amazon’s Vedaka, Flipkart’s Classic, and Swiggy Instamart’s Supreme Harvest. Even Q-commerce platforms like Blinkit and Zepto have launched their own spice brands under Whole Farm and Daily Good. Despite the growing competition, Zoff remains focused on its commitment to whole spices, which contribute 50% of the company’s total sales.

Zoff received a significant boost in recognition after appearing on Shark Tank India Season 2, where Aman Gupta invested Rs 1 crore for a 1.25% equity stake. “The exposure gave us credibility, and consumers began to view Zoff as a serious player in the spice industry,” Agrawalla says.

Expanding Offline and Diversifying Product Lines

After making a mark in the digital space, Zoff Foods is now focused on expanding its presence in offline retail. Over the past six months, the company has been building its distribution network and plans to increase its retail footprint starting in April. “Offline retail boosts brand visibility and provides customers the opportunity to experience our products directly,” Agrawalla explains.

Zoff’s focus initially was on general trade (GT) distribution across 20 states, but high distribution costs led to a strategic pivot towards an e-commerce-first approach. This shift helped the company achieve a 71.97% increase in revenue in FY24, reaching Rs 92.66 crore from Rs 53.88 crore in FY23, according to The Kredible.

Introducing Convenient Ready-to-Cook Meals

In addition to its spice offerings, Zoff is diversifying its product range to include ready-to-cook meals that offer the convenience of quick preparation while preserving authentic flavors. The brand’s new ‘quick home-style’ food solutions are designed to cater to busy individuals who desire fast yet flavorful meals. For instance, Zoff’s 5-minute gravy mix allows customers to create a rich base with hot water, and its 1-minute marinade mix simplifies marination with just water and curd.

Zoff’s target audience for these products includes professionals, students, and frequent travelers who need quick meals without compromising on taste. Agrawalla notes, “Many people struggle to balance convenience with home-cooked taste. Our products aim to solve this problem.”

Effective Marketing and Brand Growth

As Zoff continues to innovate and expand its product lines, the company’s marketing strategy is heavily focused on digital channels. The brand allocates 90% of its marketing budget to platform-based advertising on popular e-commerce sites like Flipkart and Zepto, ensuring high visibility in places where consumers actively search for spice products. Agrawalla explains, “If consumers don’t see Zoff at the top of search results, they may opt for competing brands, so platform advertising is crucial.”

The company also invests in social media campaigns on Instagram, Facebook, and Google to strengthen brand recall. As part of its brand positioning for new products, Zoff plans to collaborate with influencers, targeting fresh faces such as young actors or sports personalities who align with its evolving brand image. Previously, the brand worked with actress Shilpa Shetty, known for her focus on health and wellness, to promote its spice range.

Looking to the Future

As Zoff expands its presence in offline retail and introduces ready-to-cook products, the company is positioning itself to become a leader in the Indian spice market. Through innovative product development, strategic marketing, and a focus on quality, Zoff is on a mission to become the go-to name for whole spices in India. Agrawalla sums up the vision, “Just as Everest and MDH revolutionized blended spices, we aim to do the same for whole spices.”

Author: Aryan chaudhary