Zoff Foods expands 'Know The Brand' campaign with Shilpa Shetty to push spice-quality transparency

# What the campaign is and why it matters

Zoff frames the push as a response to longstanding concerns about spice adulteration in India. The new creative encourages shoppers to look past price and familiar packaging and instead consider the lifecycle of the spice: where it is sourced, how raw materials are selected, and how spices are cleaned, processed, tested, stored and packaged.

# What Shilpa Shetty says Shilpa Shetty is quoted explaining why the campaign matters to household decision-making: "At a time when concerns around adulteration and food quality continue to make consumers more conscious of what they bring into their homes, initiatives like 'Know The Brand' are encouraging us to question, understand and make more informed choices about the products we consume every day." That statement positions the campaign as consumer-focused education rather than pure product promotion.

# How Zoff Foods positions the initiative Co-founder Akash Agrawalla describes the campaign as widening the conversation on spice quality: "With 'Know The Brand', we have seen the conversation around spice quality move beyond the shelf to the larger consumer conversation, encouraging people to ask questions about what goes into the products they buy." Agrawalla says Shetty's involvement will increase the visibility of messages about transparency, quality and informed choices.

# What the campaign asks consumers to do at purchase The campaign specifically asks shoppers to:

• Look beyond visible elements such as price and packaging familiarity.
• Ask where spices were sourced and how raw materials were chosen.
• Inquire about cleaning, processing and testing procedures.
• Consider storage and packaging practices that affect safety and shelf life.

These are practical prompts a consumer can use in-store or when researching brands online.

# Context and timing

# What this means for shoppers and the category For shoppers: the campaign provides a short checklist to evaluate spice brands on safety and sourcing rather than on price or packaging alone. For brands and retailers: it signals growing consumer appetite for traceability information and could increase pressure to disclose sourcing and quality-control practices.

# Bottom line Zoff Foods is using a celebrity-led creative push to drive a consumer education message about spice safety and transparency. The campaign focuses on concrete, inspectable parts of the supply chain—sourcing, selection, cleaning, processing, testing, storage and packaging—and asks consumers to factor these into buying choices.

Published: Sep 26, 2026. Source: FNB News.