India, Feb. 20 -- For decades, the Indian spices market has presented a paradox. Valued at a robust $17.3 Bn in 2024, homegrown masalas are steeped in ancient culinary traditions known for their rich flavours and health benefits. However, consumer trust has gradually slipped away, as concerns about adulteration, excessive processing and murky sourcing now cast a shadow.

Today, most people buy their masalas based on brand familiarity or price point, rather than genuinely trusting the contents of the pack. Raipur-based ZOFF (Zone of Fresh Foods), launched commercially in 2018 by brothers Akash Agrawalla and Ashish Agrawal, recognised this complacency among modern consumers and decided to challenge it, as spice purity had become an assumpti...