Zoff Foods is betting that consumer education, not price cuts, will win over India’s value-conscious spice buyers at a moment when food adulteration is under heightened scrutiny. The Zone of Fresh Foods brand has released a three-minute film featuring brand ambassador Natasha Gandhi, a chef and food creator, walking viewers through how Zoff sources, cleans, cold-grinds and packs its spices, published on 15 September 2026.
“I think now consumers are serious. At least they have noticed that big companies are also facing challenges. The problem with local players is coming up. There is a lot happening in the market,” says Akash Agrawalla, co-founder of Zoff Foods, explaining why the campaign is landing at a moment when recent food-adulteration cases have made buyers more receptive to a process-transparency message, even though he says the campaign itself was already in the works before the scrutiny began.
Why Is Zoff Pushing Consumer Education Instead of Discounting?
Agrawalla argues the campaign does not target a specific rival brand or the unorganised sector exclusively; instead, it asks consumers to look past price when buying everyday food products like spices. He points out that the price gap between Zoff and cheaper alternatives is often marginal. “If my product is priced at Rs 35, the lowest-priced alternative might offer it for Rs 33. It’s not as if they are selling it for Rs 25 while I am selling it for Rs 50. The difference is usually just Rs 2 to Rs 5,” he says, framing the real issue as consumer behaviour rather than affordability. He contrasts this with high-value purchases like an iPhone or a holiday, where buyers research extensively, while daily food purchases often get little scrutiny despite direct health implications.
What Does This Mean for India’s Packaged Spice Market?
Whole spices make up 75% of Zoff’s business, and Agrawalla estimates that nearly 90% of India’s whole-spice market remains unorganised, leaving consumers unable to verify quality. Industry data from IMARC Group cited in the report shows India’s organised, branded spice segment accounts for only about 30-35% of total market value, with major national brands including Everest Foods, MDH, ITC Aashirvaad, Catch Foods and Badshah Masala competing for that share. Agrawalla does not expect the current adulteration scrutiny to immediately shift consumers toward branded packaged spices, but says the conversation has visibly started changing over the past couple of months, with government action needed alongside brand-led education to shift decades-old buying habits.
Industry Reaction and Expert Commentary
Zoff is deliberately avoiding a short, product-led advertisement in favour of a longer format. “Just telling consumers that my product is good doesn’t work. So we made it long because it is about your health,” Agrawalla says. The three-minute film will be supported by 10-15 shorter videos carrying the same message, distributed via quick-commerce platform banners, Instagram and LinkedIn. Agrawalla is careful to frame the message as educational rather than comparative: “We are just trying to educate the consumer that before buying anything, they should know whether it has been screened or not. That’s it. We are not saying we are superior or better than anyone.”
What Happens Next?
Zoff plans to run the campaign over an extended period rather than as a one-off push, continuing to lean on its 80% online, 20% offline sales mix while expanding general trade distribution through platforms like Kirana Club. The company currently spends 17-18% of its business on marketing and says it is growing at close to 50% year-on-year. Whether the adulteration-scrutiny moment translates into a durable shift toward branded whole spices, or fades as a news cycle, will determine how much traction Zoff’s education-led approach ultimately gains against the 90%-unorganised market it is trying to convert.
Frequently Asked Questions
Why did Zoff Foods launch a consumer education campaign?
Zoff says the campaign was already planned to build awareness around whole spices, but recent food-adulteration scrutiny has made consumers more receptive to a message about knowing a brand’s sourcing and processing before buying.
How much of India’s spice market is unorganised?
Co-founder Akash Agrawalla estimates that nearly 90% of India’s whole-spice market remains unorganised, while industry data shows the branded, organised segment accounts for only about 30-35% of total market value.
How much does Zoff spend on marketing?
Zoff spends around 17-18% of its business on marketing and says it is growing at nearly 50% year-on-year, with roughly 80% of sales currently coming from online channels.
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