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ZOFF Foods launches Know The Brand campaign
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Tuesday, 22 September, 2026, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Launched with a purpose to revolutionise India’s spice industry, Zoff Foods strengthens its commitment to consumers and the ecosystem at large with a thought-provoking campaign, ‘Know The Brand’. Launched ahead of India’s festive season, ‘Know The Brand’ is purpose-led and shifts the conversation towards quality consciousness. Having kicked off as a consumer awareness initiative, #KnowTheBrand developed into a quick-commerce-first campaign encouraging consumers to look beyond price and packaging for their whole spices. Given the age-old problems with adulteration, the campaign encourages consumers to look more closely at the whole spices they bring into their homes and kitchens and prioritise quality, purity and most importantly safety.
A contender in India’s whole spice ecosystem, and one that is also answerable to its consumers, Zoff Foods believes consumers deserve greater visibility and accountability for their purchases. ‘Know The brand raises questions around how spices are produced, sourced and eventually packed. It aims to introduce greater sourcing transparency, sharper scrutiny, empowering consumers to make more informed choices. The campaign also tackles conversations related to processes that are integral to quality and food safety, covering cleaning, storage, testing and packaging rather than relying solely on familiarity or promises.
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. Consumers 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. 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.”
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