Transitioning from steel to spice: How ZOFF Foods is setting new benchmarks

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In this interaction with Adgully, Akash Agrawal, Co-Founder, ZOFF Foods, is redefining the spice industry with its commitment to purity, innovation, and quality. Having transitioned from steel to spices, the brand overcame challenges through digital marketing, innovative packaging, and a strong brand story. With Series A funding from JM Financial, ZOFF aims to expand its product portfolio, strengthen its digital presence, and tap into global markets while maintaining a strong focus on sustainability and ethical sourcing.

ZOFF Foods is a unique and distinctive name. Could you share the meaning behind it and what inspired you to choose this name for your brand?

ZOFF stands for Zone of Fresh Food, reflecting our core philosophy – delivering freshness and purity in every product. We wanted a name that was simple, modern, and trustworthy. Spices are an integral part of Indian kitchens, and our goal was to create a brand synonymous with unadulterated, high-quality spices.

ZOFF Foods has positioned itself as an innovator in the spice industry. Could you elaborate on the company’s vision and mission, and how they have shaped your growth strategy?

Our vision is to redefine the spice industry by offering pure, unadulterated, and fresh spices. The industry has long struggled with contamination and quality concerns, and we aim to change that through innovation in processing, packaging, and distribution.

Our mission is to deliver “Asli Khushbu, Asli Swaad” by maintaining world-class food safety standards and using cutting-edge cryogenic grinding technology. This commitment to quality has driven our growth strategy, ensuring we build a brand that stands for trust and transparency.

What were some of the biggest challenges you faced while transitioning from a successful steel business to the spice industry, and how did you overcome them?

Switching from steel to spices was a drastic shift, and the biggest challenges were:

• Understanding consumer behaviour – Unlike steel, spices are deeply emotional and cultural products, requiring us to build trust in a new industry.
• Retail and distribution dynamics – The food industry operates differently, and gaining shelf space was challenging.
• Brand recognition – Competing against legacy brands with decades of consumer loyalty was a major hurdle.

We overcame these challenges by focusing on product quality, leveraging digital marketing, and introducing innovative packaging that preserves the freshness of our spices.

Startups often face hurdles in securing funding. Could you share your experience navigating the investment landscape in India and how ZOFF Foods secured its Series A funding?

Raising funds in a competitive market is always challenging. However, our strong brand positioning, innovative product line, and commitment to quality helped us attract investors.

Our Series A funding was secured from JM Financial, who believed in our vision, product differentiation, and market potential. Transparency, a solid business plan, and a clear growth trajectory were key factors in securing funding.

Have there been any government initiatives or policies that have positively impacted your industry or benefited ZOFF Foods? How do you see the role of such initiatives in supporting business growth?

So far, we haven’t directly benefited from any government policies, but we are looking forward to opportunities that can support our growth in the future.

As an entrepreneur, what advice would you give to young founders entering the food and spice industry, especially in terms of innovation and market positioning?

• Focus on quality and differentiation – The market is competitive, so having a unique value proposition is crucial.
• Build a strong brand story – Connect with consumers emotionally, just like we did with “Khade Masale Matlab ZOFF”.
• Leverage digital and quick commerce – Consumer habits are shifting online, and convenience is key.
• Never compromise on transparency – In the food industry, trust is everything.

The Indian spice market is evolving rapidly. How do you see its growth compared to global markets, and what are the key trends and drivers shaping its future?

India, as the largest producer and consumer of spices, is witnessing a shift towards premium, organic, and unadulterated products. Globally, there is a rising demand for Indian-origin spices, functional spices (turmeric, cinnamon), and blends catering to international cuisines.

Key trends driving the future of the spice industry:

• Health-conscious consumers – Increasing demand for chemical-free, unadulterated spices.
• E-commerce growth – Quick commerce is making premium spices more accessible.
• Sustainable sourcing – Consumers are prioritizing ethical, farm-to-fork products.

ZOFF Foods has already made a mark with its unique product innovations. Could you share your expansion plans, both in terms of product portfolio and geographic reach?

We are expanding in two key ways:

• Product Expansion – While whole and ground spices remain our core, we plan to expand into other kitchen essentials to position ZOFF as a one-stop brand for Indian kitchens.
• Geographic Expansion – We are strengthening our presence in Modern Trade, Quick Commerce, and E-commerce, while also scaling up international exports to tap into the growing global demand for Indian spices.

Sustainability and inclusivity are becoming key business priorities. How does ZOFF Foods integrate these values into its operations, and what impact do you aim to create in the long run?

• Sustainable Packaging – We focus on eco-friendly, minimal-waste packaging.
• Ethical Sourcing – We work closely with farmers, ensuring fair trade and sustainable practices.
• Women Empowerment & Local Employment – A significant part of our workforce consists of women in production and quality control.

In the long run, our goal is to set new benchmarks for sustainability in the spice industry while making a positive social and economic impact.