Demand for whole spices on the rise as changing consumer preference post COVID drives growth 

Akash Agarwal, founder, ZOFF Foods
| Photo Credit: Special Arrangement

With health and hygiene at the top of the mind post COVID, a large number of consumers are seen procuring branded khadey masaley (whole spices) indicating a shift towards authentic food ingredients in their kitchens.

The growth of the branded spices market has been fuelled by changing consumer preferences accelerated by the pandemic, said  Akash Agarwal, founder, ZOFF Foods, a Raipur based start-up which primarily deals with spices.

Out of the company’s online monthly revenue of ₹8.5 crore in December, 2024, about 50% was from sale of whole spices and the ratio is on a rise. 

The demand for branded spices has risen so much that in 2023 JM Financial invested ₹40 crore in the start-up for a minority stake valuing the company at ₹250 crore.

“The pandemic played a pivotal role in shifting consumer focus towards purity and authenticity. As people spent more time at home cooking, they sought out whole spices that deliver not just flavor, but also trust and quality. We saw this shift as an opportunity to offer minimally processed products free from additives,” Mr. Agarwal said. 

Vegan and plant-based spice blends are gaining traction, catering to the growing preference for clean, wholesome ingredients, Mr. Agarwal said. 

“People are now more discerning about what they put in their food, especially when it comes to spices. We focus on whole spices because they are pure, packed with flavor, and free from the contamination risks often found in powdered spices,” he added. 

Since the pandemic had caused significant disruptions in the spice supply chain, particularly in key producing countries like India and China, food brands had to adopt digital and automation solutions to maintain consistency and ensure reliability in the supply chain.

“The pandemic required us to be agile,” Mr. Agarwal said adding “With physical retail channels shut down, we pivoted to e-commerce and quick-commerce, ensuring a consistent supply of our products to customers shopping online.”

Product innovation has been another crucial aspect of the transformation post Covid as brands adapted to shifting consumer preferences for convenience and authenticity.

“We are constantly looking for ways to innovate. For instance, we are set to introduce our 5-minute gravies, offering the authentic taste of whole spices in a quick and easy format,” Mr. Agarwal said. 

“ZOFF continues to scale with a focus on younger, health-conscious consumers. This momentum is further reinforced by our latest advertising campaign, ‘Khadey Masale Matlab ZOFF’, featuring Shilpa Shetty as brand ambassador, creatively showcasing the richness of whole Indian spices,” he added. 

As the market continues to evolve, the shift towards authenticity and wellness is set to drive the next wave of growth and innovation in the industry.