~ ZOFF Foods turns #KnowTheBrand into a quick-commerce-first festive push — ask where spices were sourced, cleaned and tested before you tap buy ~
Mumbai, September 2026: ZOFF Foods has launched ‘Know The Brand’, a purpose-led campaign that asks Indian shoppers to look past price and packaging when they buy whole spices — just as the festive season ramps kitchen demand. What began as a consumer-awareness push has grown into a quick-commerce-first play, pushing quality, purity and safety into the moment of cart addition.
Akash Agrawalla, Co-founder, ZOFF Foods, said: “India is one of the world’s leading producers and exporters of spices. We are, however, still faced with age-old problems of purity, quality and adulteration. When we entered this category in 2018, we knew we wanted to solve it, and we did so one step at a time. We led with innovation and technology and kept quality at the centre, helping ZOFF earn a place in kitchens across India. Consume Don’t take our word for it either. Sawaal karo! Humse bhi! We believe lasting trust comes from being open about what we do and how we do it.”
Digital conversations around sourcing and process are being amplified by ZOFF’s digital ambassador, Chef Natasha Gandhi, with the goal of turning one sceptical glance at a packet into an everyday habit before checkout.
Marketing take: In spices, price still wins too many carts. ZOFF is betting that festive quick-commerce can carry a harder ask — make shoppers interrogate the brand, then answer those questions in public. Transparency is the creative idea and the competitive moat.
rs deserve clear answers about the spices they use every day. Where were they sourced? How were they cleaned and processed? What were they tested for? These questions should be part of the purchase decision. With ‘Know the Brand’, we want to encourage that habit and make brands, including ZOFF Foods, more answerable to the people buying from them.The brief sits on a familiar industry pain: India is a global spice powerhouse, yet adulteration and opacity still haunt everyday purchases. #KnowTheBrand asks sharper questions — where were the spices sourced, how were they cleaned and processed, what were they tested for — and treats cleaning, storage, testing and packaging as the real trust signals, not brand familiarity alone.
