India, Sept. 23 -- In today's hyperconnected consumer landscape, FMCG brands are no longer just competing for shelf space; they are competing for attention, trust, and relevance in a vibrant digital ecosystem. The exciting shift we are witnessing is that consumers, especially digital-first millennials and Gen Z, are becoming more discerning. This marks a powerful opportunity for brands as authenticity emerged as the most valuable currency in FMCG marketing.

One thing I've found as a cofounder is that the small moments often become the biggest touchpoints of connection. Early on, when ZOFF Foods was sourcing spices, I visited farms with our team, watching how farmers harvest, dry, and store them. I'd see first-hand what additives others u...