Brands
Zoff Foods stirs up ready-to-cook game with Reliance Retail tie-up
MUMBAI: Raipur-based spice disruptor Zoff Foods is whipping up a storm in Indian kitchens with the launch of its new Quick Homestyle Food range, marking its entry into the fast-growing ready-to-cook (RTC) segment. The launch comes with a strategic offline retail partnership with Reliance Retail, making the range available pan-India.
The lineup includes 5-minute Gravies (Rs 150) and 1-minute Marinades (Rs 75), served in both vegetarian and non-vegetarian avatars — from Paneer Tikka to Chicken Chettinad and Magic Mix Gravy to Mutton Curry. The kicker? No preservatives, no prep, and no flavour compromise.
Zoff’s latest play combines India’s craving for homestyle flavour with the rising demand for convenience. With its eye on becoming a full-stack kitchen solutions brand, the company is positioning itself as a serious player in the RTC space — where taste meets tech, minus the chopping board.
Talking about the partnership and expansion, ZOFF Foods co-founder Akash Agrawalla 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.”
The range is now available via zofffoods.com, Reliance Retail outlets, and is headed soon to e-commerce and quick commerce shelves.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
