Mumbai: ZOFF Foods, a spice brand, has reinforced its long-standing association with actress and fitness icon Shilpa Shetty, marking nine consecutive years of her as Brand Ambassador, strengthening the brand’s position across households.
The association aims to deepens ZOFF Foods’ consistent brand-building approach, where trust, quality, and consumer reliability add to its growth story. Over the years, the partnership with Shilpa Shetty has evolved into a key pillar of the brand’s identity from its journey of being a digital-first challenger to a nationally expanding FMCG player with a strong foothold across e-commerce, quick commerce, and offline retail. Shilpa Shetty’s strong resonance with health-conscious, modern Indian kitchens continues to align with ZOFF Foods’ positioning around purity and consumption factors that are influencing purchase decisions in the spice and Ready to Cook segment.
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.”
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, said, “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.”
This partnership aligns with ZOFF Foods’ accelerated growth phase, backed by a recent $2 million Pre-Series B round led by JM Financial Private Equity, along with Aman Gupta, Co-Founder of boAt. The funding is set to fuel the brand’s next phase of growth, with a focus on distribution, innovation, and market expansion.
