ZOFF

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.

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

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

• Spice manufacturing
• Ground spices
• Spice blends
• Ready-to-cook meals
• Masala products

Headquarters

HQ city

Raipur

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. 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+
2. Quick Commerce: Sales through quick commerce platforms including Blinkit, Zepto, and Swiggy Instamart, representing approximately 50% of total sales
3. Marketplace Sales: Sales through e-commerce marketplaces including Flipkart, Amazon, and BigBasket
4. Offline Retail Distribution: General trade and modern retail distribution through chains like DMart and Reliance Retail

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Shilpa ShettycoreGTM or Marketing Partner · 8 April 2026Nine-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 RetailcoreChannel Partner/ Reseller/ DistributorMajor retail partnership for offline distribution expansion and quick homestyle food range including ready-to-cook products. Strategic partner for scaling presence in modern trade.
• DMartcoreChannel Partner/ Reseller/ DistributorModern retail chain partnership for expanded offline presence in physical stores.
• FlipkartminorChannel Partner/ Reseller/ DistributorE-commerce marketplace partnership for online sales and brand visibility.
• Amazon IndiaminorChannel Partner/ Reseller/ DistributorE-commerce marketplace partnership for pan-India online sales coverage.
• BigBasketminorChannel Partner/ Reseller/ DistributorGrocery e-commerce marketplace for spice and food product sales.
• BlinkitcoreChannel Partner/ Reseller/ DistributorQuick commerce platform contributing 50% of company sales with 10-minute delivery capability.
• ZeptocoreChannel Partner/ Reseller/ DistributorQuick commerce platform partner for rapid delivery of spice products.
• Swiggy InstamartcoreChannel Partner/ Reseller/ DistributorQuick commerce platform for food delivery integration and spice product sales.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/zofffoods
• YouTubeyoutube.com/channel/UChI72lNFzC293SVZX1w_IaA
• Facebookfacebook.com/zofffoods
• LinkedInlinkedin.com/company/asquare-food-and-beverages-pvt-ltd
• Instagraminstagram.com/zofffoods
• Pinterestpinterest.com/zofffoods

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ZOFF