ZOFF
ZOFF Foods is a Raipur-based Indian D2C-first spice brand founded in 2018, manufacturing and selling premium whole spices, masalas, ready-to-cook gravies, marinades, and seasonings via e-commerce, quick commerce, and offline retail, serving health-conscious Indian households and reaching 2.5 million consumers.
- Company typePrivate
- Founded2018
- HeadquartersRaipur, India
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What ZOFF does
ZOFF Foods (legal entity: Asquare Foods & Beverages Pvt. Ltd., part of ASquare Group) is a Raipur, Chhattisgarh-based Indian spice manufacturer and D2C brand founded in 2018 by brothers Akash Agrawalla and Ashish Agrawal. The company produces and markets premium whole spices, powdered spices, blended masalas, ready-to-cook gravies and marinades, seasonings, dry fruits, and combo packs, serving health-conscious Indian home cooks, Millennial/Gen Z urban consumers, and Tier-II/Tier-III town households across India. The company reports reaching 25 lakh (2.5 million) households with 100+ SKUs.
The company's core technological differentiation is India's first cool grinding technology, which processes spices at temperatures below 60°C compared to conventional hammer mills that reach 120°C, preserving volatile oils, natural aroma, and nutrients. This is paired with an industry-first zip-lock resealable packaging format and a tech-driven six-stage cleaning process that eliminates human contact with spices. Products are sold at unit-level pricing ranging from Rs. 15 (black salt) to Rs. 660+ (saffron), with a "ZING" membership program offering 40% discounts and free shipping above Rs. 249.
ZOFF generates revenue through four primary channels: direct e-commerce via zofffoods.com, marketplace sales on Flipkart/Amazon/BigBasket, quick commerce platforms (Blinkit, Zepto, Swiggy Instamart) that together account for approximately 50% of total sales, and offline retail distribution through DMart, Reliance Retail, and a 10,000+ general trade store network. The company has been shifting its online/offline mix toward a 50/50 balance. Leadership includes co-founders Akash Agrawalla (Director), Ashish Agrawal (Managing Director), and Chairman Sidheshwar Agrawal. The brand is promoted through a long-term brand ambassador arrangement with Shilpa Shetty and visibility from Shark Tank India Seasons 2 and 4.
ZOFF firmographics
Firmographics- Name
- ZOFF
- Legal name
- Asquare Foods & Beverages Pvt. Ltd.
- Website
- https://zofffoods.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ZOFF Foods is a Raipur-based Indian D2C-first spice brand founded in 2018, manufacturing and selling premium whole spices, masalas, ready-to-cook gravies, marinades, and seasonings via e-commerce, quick commerce, and offline retail, serving health-conscious Indian households and reaching 2.5 million consumers.
- Ownership category
- akta.pro rank
ZOFF industry classification
Industry- Product category
- Spices and Seasonings
- NAICS
- Spice and Extract Manufacturing (311942)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes) (AFAJANAD)
- akta.pro secondary industry
- Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)
Keywords
Where ZOFF is headquartered
LocationHeadquarters
- HQ city
- Raipur
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
ZOFF business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Direct Product Sales - E-commerce: Direct-to-consumer sales through own website zofffoods.com with unit pricing for individual products ranging from Rs. 15 to Rs. 660+
- Quick Commerce: Sales through quick commerce platforms including Blinkit, Zepto, and Swiggy Instamart, representing approximately 50% of total sales
- Marketplace Sales: Sales through e-commerce marketplaces including Flipkart, Amazon, and BigBasket
- Offline Retail Distribution: General trade and modern retail distribution through chains like DMart and Reliance Retail
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual spice products with unit pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
ZOFF product offering
Product offeringCore offering
ZOFF Foods is a Raipur-based Indian spice brand that manufactures and markets premium whole spices, powdered spices, blended masalas, ready-to-cook gravies, marinades, seasonings, dry fruits, and combo packs. The company differentiates its products through India's first cool grinding technology that processes spices below 60°C to preserve natural flavor, aroma, and nutrients, and industry-first airtight zip-lock packaging for freshness.
Product overview
ZOFF Foods (Zone of Fresh Foods) is a Raipur-based Indian spice brand founded in 2018 by brothers Akash Agrawalla and Ashish Agrawal. The company operates as a D2C-first brand offering a comprehensive portfolio centered on premium clean-label whole and powdered spices, differentiated by cool-grind processing technology and innovative zip-lock packaging. The product ecosystem spans core categories including Whole Spices (18 products), Powdered Spices (8 products), Blended Spices/Masalas (15+ products), Ready-to-Cook Gravies and Marinades (7 products), Seasonings, Dry Fruits, and Combo Packs. The portfolio is unified by the company's focus on purity, freshness preservation, and modern consumer convenience, with the core spice offerings serving as the foundation while ready-to-cook gravies/marinades and combo packs represent adjacent expansions into meal solutions. The company distributes through e-commerce (own website, Amazon, Flipkart), quick commerce platforms (Blinkit, Zepto), and offline retail (DMart, Reliance Fresh, general trade), targeting health-conscious Millennial and Gen Z consumers seeking quality spices with modern packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Whole Spices Premium whole spices including Green Cardamom, Clove, Cumin Seeds, Fennel Seeds, Cassia Bark, Ajwain, Dried Red Chillies, Mustard Seeds, Black Pepper, Bay Leaves, Big Cardamom, Poppy Seeds, and Panch Phoran blends, processed with cool-grinding to maintain natural aroma and flavor. Targeted at home cooks seeking unadulterated whole spices.
- Powdered Spices Ground spices including Turmeric Powder, Black Salt, Coriander Powder, Red Chilli Powder, Kashmiri Chilli Powder, Roasted Cumin Powder, Amchur Powder, and Black Pepper Powder, processed with cool-grind technology to preserve natural flavor and nutrients. Targeted at everyday home cooking.
- Blended Spices (Masalas) Pre-balanced spice blends including Shahi Biryani Masala, Pani Puri Masala, Garam Masala, Chaat Masala, Kitchen King Masala, Sambhar Masala, Chhole Masala, Pav Bhaji Masala, and Meat Masala for vegetarian and non-vegetarian dishes. Targeted at home cooks seeking ready blends.
- Ready-to-Cook Gravies and Marinades Quick-prep spice mixes enabling restaurant-style dishes in minutes, including 5-Minute Chicken Gravy, 5-Minute Paneer Gravy, 5-Minute Mutton Gravy, Magic Gravy Mix, and 1-Minute Marinade Mixes for Paneer Tikka, Chicken Chettinad, Fish Fry, and Tandoori Chicken. Targeted at time-pressed urban consumers seeking convenient meal preparation.
- Seasonings Flavoring seasonings including Oregano, Chilli Flakes, and Piri Piri combinations for enhancing pizzas, snacks, and international cuisine preparations. Targeted at consumers seeking convenient flavor enhancers.
- Dry Fruits and Whole Food Products Premium dry fruits including Makhana (Lotus Seeds) sourced from Darbhanga, Bihar, Soya Chunks (Meal Maker), and Flavoured Dry Fruits like Cheese Flavored Cashews. Targeted at health-conscious snackers.
Quantifiable outcome
- Over 150% annual growth rate achieved
- +3 more outcomes
Companies that use ZOFF
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
ZOFF technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
ZOFF partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Shilpa ShettycoreNine-year brand ambassador association central to ZOFF's brand identity. Shilpa Shetty's presence positions ZOFF as the healthier choice in the spice market, driving consumer trust and recall.
- Reliance RetailcoreMajor retail partnership for offline distribution expansion and quick homestyle food range including ready-to-cook products. Strategic partner for scaling presence in modern trade.
- DMartcoreModern retail chain partnership for expanded offline presence in physical stores.
- FlipkartminorE-commerce marketplace partnership for online sales and brand visibility.
- Amazon IndiaminorE-commerce marketplace partnership for pan-India online sales coverage.
- BigBasketminorGrocery e-commerce marketplace for spice and food product sales.
- BlinkitcoreQuick commerce platform contributing 50% of company sales with 10-minute delivery capability.
- ZeptocoreQuick commerce platform partner for rapid delivery of spice products.
- Swiggy InstamartcoreQuick commerce platform for food delivery integration and spice product sales.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
ZOFF competitors and assessment
Company assessmentDirect peers
- Tata Sampann: Tata's branded food portfolio offering whole spices, blended masalas, and pulses with a strong clean-label positioning. Directly comparable to ZOFF in product range (whole, powdered, blended spices) and target consumer (health-conscious Indian households), with significantly larger distribution and brand equity.
- Organic Tattva: D2C-first organic and natural food brand offering spices, grains, and pulses with a clean-label, no-preservative positioning. Closely comparable to ZOFF in target consumer (premium health-conscious), D2C-led GTM, and emphasis on purity and authenticity.
Broad incumbents
- MDH Spices: India's largest legacy spice brand with 100+ SKUs of whole, powdered, and blended masalas. Competes with ZOFF across the full spice category but with deeper traditional trade penetration, an iconic brand, and significantly larger scale.
- Everest Spices: One of India's top-three legacy spice brands offering whole, ground, and blended masalas. Competes head-on with ZOFF in blended masalas and powdered spices, with strong general trade presence and lower price points targeting mass-market consumers.
- Catch Spices (DS Group): Dharampal Satyapal Group's spice and seasoning brand offering whole spices, ground spices, and blended masalas. Competes with ZOFF in modern trade and quick commerce, backed by a large FMCG conglomerate with cross-category distribution.
- MTR Foods: Established Indian packaged food brand offering ready-to-eat meals, spices, and instant mixes. Overlaps with ZOFF in spice powders and the new ready-to-cook gravy/marinade category, with significantly larger scale and legacy distribution.
- ITC Spices (ITC Foods): ITC's spice portfolio under Aashirvaad and other brands, offering whole and ground spices with pan-India modern trade and general trade distribution. Competes with ZOFF in the same consumer occasions with significantly larger marketing budgets and reach.
Emerging players
- Sprig Foods: Indian D2C brand offering gourmet spice blends, rubs, and seasonings for modern Indian and global cuisines. Competes with ZOFF's seasonings and marinades category with a more global-cuisine focus, targeting similar Millennial/Gen Z urban consumers.
- Just Organik: D2C organic spices, grains, and staples brand with India-wide e-commerce and offline presence. Comparable to ZOFF in clean-label organic spice positioning and online-first distribution, though with narrower product range.
- iD Fresh Food: Indian D2C-fresh packaged food company (idli/dosa batter, chutneys, parathas) that has expanded into masalas and spice pastes. Comparable to ZOFF in D2C-led, clean-label, ready-to-cook positioning, with adjacency in the marinades/pastes category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
ZOFF social profiles
Digital presenceZOFF compliance and trust
Trust signalCompliance2 records
ZOFF financial estimates
Financial estimateRevenue estimate
Valuation estimate
ZOFF leadership team
Management profileNumber of profiles
Profiles6 records
ZOFF funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ZOFF M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ZOFF
What does ZOFF do?
ZOFF Foods is a Raipur-based Indian spice brand that manufactures and markets premium whole spices, powdered spices, blended masalas, ready-to-cook gravies, marinades, seasonings, dry fruits, and combo packs. The company differentiates its products through India's first cool grinding technology that processes spices below 60°C to preserve natural flavor, aroma, and nutrients, and industry-first airtight zip-lock packaging for freshness.
Is ZOFF a public or private company?
ZOFF is a private company. It is classified as venture growth investor backed and is currently operating.
When was ZOFF founded?
ZOFF was founded in 2018. It employs 51 to 100 people.
Where is ZOFF based?
ZOFF is headquartered in Raipur, India, in the Asia region.
How does ZOFF make money?
Four revenue lines are on record. Direct Product Sales - E-commerce is the primary driver. The others are quick Commerce, marketplace Sales and offline Retail Distribution.
Who are ZOFF's main competitors?
Direct peers on record are Tata Sampann and Organic Tattva. Broad incumbents are MDH Spices, Everest Spices, Catch Spices (DS Group), MTR Foods and ITC Spices (ITC Foods). Emerging players are Sprig Foods, Just Organik and iD Fresh Food.
Does ZOFF have an API?
No public API is recorded for ZOFF.
What industry is ZOFF in?
ZOFF's product category is Spices and Seasonings. Its primary akta.pro industry code is AFAJANAD, Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes), with a secondary code of AFAKADAM, Dips, Salsas, Relishes & Chutneys Manufacturing. Its NAICS code is 311942 and its SIC code is 2090.