This marks the second round of investment in the company, underscoring continued investor confidence in the brand’s growth trajectory and market potential.

The fresh capital will be deployed to strengthen offline distribution, marketing, and sales operations, while accelerating the company’s national expansion and omnichannel growth strategy. The company also plans to scale its presence on quick commerce platforms and expand its General Trade network to deepen market penetration across India.

Operated by Asquare Foods & Beverages Pvt. Ltd., ZOFF Foods has carved a niche in India’s highly competitive spices market through its focus on purity, hygiene-led processing, in-house manufacturing, and premium packaging.

Vinit Rai, Managing Director, JM Financial Private Equity, said, “ZOFF Foods stands out as a compelling investment opportunity in the Indian spice category. The founders have not just built a business but created a brand that resonates with consumers, which needs vision, consistency, and a deep understanding of the market. Our partnership is about accelerating their national expansion and helping ZOFF Foods become a leading FMCG brand that delivers sustainable value for years to come across households.”

Aman Gupta, Co-Founder of boAt, added, “I have seen ZOFF Foods evolve from a promising challenger into a brand with strong consumer trust. What truly sets them apart is their unwavering focus on quality, innovation, and disciplined execution. My continued association reflects my strong belief in the founders’ vision and in ZOFF Foods’ ability to build a leading, future-ready brand in India’s dynamic FMCG landscape.”

Akash Agrawalla, Co-Founder of ZOFF Foods, said,
“This funding marks a key milestone in our journey as we transition into a rapidly scaling brand. As the spices category shifts towards organised, quality-led players, we believe we are well-positioned to lead this transformation. The fresh capital will help us accelerate our offline expansion, strengthen our distribution, and continue driving innovation. With a significant share of our business coming from quick commerce and general trade, our focus remains on getting even closer to consumers across markets.”

Ashish Agrawal, Co-Founder of ZOFF Foods, said, “Over the years, we have focused on innovation and earning consumer trust in a largely unorganised category. With JM Financial’s association, we are well-positioned to accelerate our next phase of expansion, bringing a proudly homegrown brand to every household in India.”

With this funding round, ZOFF Foods plans to deepen its presence across general trade, modern retail, and e-commerce platforms, while expanding its product portfolio across blended spices, whole spices, and allied food categories.

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With Indian households increasingly seeking trust, transparency, and convenience in their kitchens, ZOFF Foods is investing in digital storytelling to connect more meaningfully with consumers. By partnering with Chef Natasha Gandhi, ZOFF Foods will use her credibility as a MasterChef finalist and digital creator to drive authentic recipe-led content and lifestyle storytelling. Her expertise in millet-led recipes, clean-label cooking, and strong digital connection with young households align perfectly with ZOFF Foods’ vision of making modern Indian kitchens healthier and more convenient. Her voice and content will anchor ZOFF Foods’ diverse portfolio, encompassing whole and powdered spices, ready-to-cook gravies, and gourmet essentials, while inspiring consumers with modern, convenient, and authentic food experiences.

Chef Natasha’s healthy eating and millet advocacy complements ZOFF Foods’ focus on purity, innovation, and convenience, making her an ideal face for its digital-first vision.

Talking about the partnership, Akash Agrawalla, Co-Founder, ZOFF Foods, shared, “At ZOFF Foods, our vision is to shape trends leading with convenience, taste, and health. We want to deepen our reach across all touch points with an increased focus on digital. For example, #UnfilteredBandhan campaign on Raksha Bandhan or #GoldenGlowWithZOFF, an organic social moment into a structured UGC programme, we have seen how digital-first storytelling can turn into powerful consumer movements. This association with Chef Natasha unlocks new opportunities in how we can engage and drive storytelling with more relatability. With shared synergies, we believe we have an opportunity to empower consumers, encouraging them to put on their chef hat, further positioning ZOFF Foods as a reliable and trusted partner in their kitchen journey.”

Natasha Gandhi, Founder, House of Millets, added, “For me, this partnership is not just about recipes. It is about inspiring Indian households to eat healthy and making flavorful cooking the effortless choice. I have been using ZOFF Foods in my own kitchen for quite some time now, and I know how much difference purity and innovation make. Over the years of sharing my food journey with millions of home cooks, one thing has always stood out: people want both authenticity and convenience. That is exactly where ZOFF Foods delivers.”

With this association, ZOFF Foods goes beyond setting the tone for how modern Indian households experience food. It represents a shared vision to make every Indian kitchen healthier, tastier, and easier to manage.

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Aimed at redefining everyday cooking convenience while preserving authentic Indian flavours, ZOFF Foods’ Quick Homestyle Food range offers urban consumers a simplified cooking experience without the need for chopping, grinding, or lengthy preparation. The 5-Minute Gravies are crafted to deliver a rich, slow-cooked taste in a fraction of the time, with variants including Paneer Gravy and Magic Mix Gravy (vegetarian), as well as Chicken Gravy and Mutton Gravy (non-vegetarian). The 1-Minute Marinades are designed to eliminate time-consuming prep while maintaining the depth of traditional Indian marinades, with options like Paneer Tikka (vegetarian), Chicken Chettinad, Fish Fry, and Tandoori Chicken (non-vegetarian), catering to diverse regional flavour preferences. All perishable ingredients; such as paneer, fish, chicken, meat, soya, and mushroom; are to be added fresh, offering greater control over taste, hygiene, and overall meal quality.

Talking about the partnership and expansion, Akash Agrawalla, Co-Founder, ZOFF Foods, stated, “Indian kitchens are celebrated for their rich traditions and the love poured into every meal. At ZOFF Foods, we honour these culinary roots while embracing the evolving needs of today’s home cooks. With our 5-minute gravies and 1-minute marinades, we are introducing a convenient solution for today’s fast-paced lifestyles, without compromising on flavour or quality. Having built our reputation on delivering clean, high-quality whole spices, and this new launch is a natural extension of our promise, with a clear vision: “Ab poora India cook karega.’ We’re bringing authenticity and ease together in every pack. Through our strategic partnerships with Reliance Retail, we are making these innovations more accessible, reaching 400+ stores by July 2025 and helping consumers experience convenience like never before.”

Ashish Agrawal shared, “Akash and I have always shared a vision to bring innovation to Indian kitchens while staying true to the roots of purity and authenticity. This marks a significant step, not just for us, but for how Indian households can experience flavor, freshness, and convenience in new ways. Our evolving range, from whole spices to ready-to-cook gravies and marinades, reflects our commitment to clean-label, unadulterated food that meets modern needs while honoring our culinary heritage.”

As India’s food preferences increasingly lean toward health and convenience, ZOFF Foods is carving its space at the intersection of culinary tradition and modern innovation. Its foray into the Quick Homestyle Foods category represents more than a portfolio expansion, it’s a natural evolution toward becoming a complete kitchen solutions brand. With a rapidly growing offline footprint through Reliance Retail and a sharp focus on the time-conscious modern Indian consumer, ZOFF is poised to redefine the Ready-to-Cook segment. This launch brings home-style flavours to the table in minutes—free from preservatives, excess salt, or additives. Building on its leadership in the whole and blended spices segment, ZOFF’s next chapter is rooted in delivering convenience without compromise, straight from the kitchen shelves to everyday Indian homes.

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