ZOFF Foods, one of India’s fastest-growing spice brands, has reinforced its long-standing association with actress and fitness icon Shilpa Shetty, marking nine consecutive years of her as brand ambassador. The move further strengthens the company’s position across Indian households as it scales its presence nationwide.
The continued collaboration reflects ZOFF Foods’ consistent brand-building approach, centred on trust, quality, and consumer reliability. Over the years, the partnership with Shilpa Shetty has evolved into a defining element of the brand’s identity, supporting its journey from a digital-first challenger to a nationally expanding FMCG player. Today, the brand has established a strong foothold across e-commerce, quick commerce, and offline retail channels.
Shilpa Shetty’s appeal among health-conscious consumers and modern Indian kitchens aligns closely with ZOFF Foods’ positioning around purity and mindful consumption—factors increasingly influencing purchase decisions in the spice and ready-to-cook segments.
Commenting on the milestone, Akash Agrawalla, Co-Founder, ZOFF Foods, said, “Our association with Shilpa Shetty has been built over nearly a decade of shared values and consumer trust. It has played a significant role in shaping our brand identity and strengthening consumer recall over the years. As we continue to build ZOFF Foods as a trusted household name, this partnership remains integral to our long-term brand-building efforts and our commitment to creating consistent, meaningful connections with consumers across India.”
Speaking on her association with ZOFF Foods, Shilpa Shetty said, “Over the years, my association as a brand ambassador with ZOFF Foods has been rooted in a shared commitment to quality, purity, and authenticity; values that truly matter in today’s kitchens. What stands out is the brand’s focus on preserving the true integrity of spices, which resonates deeply with me both personally and as a consumer. At a time when people are becoming more mindful about what goes into their meals, this commitment makes a real difference. I’m delighted to continue this association and be part of ZOFF’s journey as it reaches more homes across India.”
Ashish Agrawal, Co-founder, ZOFF Foods, added,
“In a category driven by trust and familiarity, long-term associations matter. Our continued partnership with Shilpa Shetty reflects the consistency, credibility, and strong emotional connection we have built with consumers over the years. As we scale the brand across newer markets, this association reinforces our commitment to delivering quality, reliability, and a sense of familiarity that today’s consumers truly value.”
The renewed partnership comes at a time when ZOFF Foods is entering an accelerated growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, along with participation from Aman Gupta, Co-founder of boAt. The fresh capital is expected to drive the brand’s next phase of expansion, with a focus on strengthening distribution, fostering innovation, and entering new markets.
