Brands
Spice brand ZOFF Foods asks India to cook for mum this Mother’s Day
The Raipur-based FMCG company’s #RoleReversal campaign trades online wishes for real meals in real kitchens
RAIPUR: ZOFF Foods wants Indians to put down their phones and pick up a spatula. The Raipur-headquartered spice and kitchen essentials brand has launched a Mother’s Day campaign called #RoleReversal, built around a disarmingly simple idea: instead of posting tributes online, children should cook a meal for their mothers instead.
The campaign, which went live on 8 May across social and digital platforms, leans into creator-led and user-generated content, capturing real cooking experiences ranging from kitchen disasters and nervous first attempts to emotional family reactions. Digital brand ambassador Natasha Gandhi fronts the launch, with rollout planned through creator collaborations and consumer participation. The campaign is also integrated with quick-commerce platforms.
Akash Agrawalla, co-founder of ZOFF Foods, said the brief was rooted in a straightforward observation. “Indian mothers spend years feeding everyone around them without expecting anything in return,” he said. “#RoleReversal came from a very simple insight: what happens when, for one day, someone cooks for her instead? We wanted the campaign to feel warm, relatable, and genuine rather than overly polished.”
Manish Agarvwal, chief marketing advisor at ZOFF Foods, added that authenticity was central to the strategy. “People connect far more with authenticity than perfection today,” he said. “The campaign is built around real efforts, real kitchens, and real family moments. Sometimes even a simple meal can become deeply meaningful when it is made with intention.”
Founded in 2018 by brothers Akash Agrawalla and Ashish Agrawal, ZOFF Foods has built a portfolio spanning whole and blended spices, masalas, dry fruits, seasonings, immunity boosters and convenience products such as five-minute gravies and one-minute marinade mixes. The brand claims to be the first in the spices category to introduce cool-grinding technology and zip-lock packaging. Its products are sold across major e-commerce and quick-commerce platforms, modern retail chains including DMart and Reliance, and more than 30,000 general trade stores. The company raised Series A funding from JM Financials.
In a country where the kitchen has long been a mother’s uncelebrated domain, ZOFF is betting that the most meaningful gift is not a greeting card or a hashtag. It is a slightly burnt dal and the effort behind it.
