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Teaching Note| June 22 2026

Teaching Notes: ZOFF: seasoning success in a competitive spice market Available to Purchase

Arvind Shroff
Arvind Shroff
Department of Operations and Supply Chain Management,
Indian Institute of Management Lucknow
, Lucknow,
India

Arvind Shroff is Assistant Professor based at the Department of Operations and Supply Chain Management, Indian Institute of Management Lucknow, Lucknow, India. Dr Arvind Shroff is an Assistant Professor in the Operations and Supply Chain Management area at the Indian Institute of Management, Lucknow. He holds a PhD from the Indian Institute of Management Indore and a BTech from NIT, Rourkela, India. His research interests include retail inventory operations, pricing, online platform models, sharing economy, supply chain management, healthcare operations, mathematical modelling and case research.

Corresponding author Arvind Shroff arvind.shroff@iiml.ac.in
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Corresponding author Arvind Shroff arvind.shroff@iiml.ac.in
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2026 Emerald Publishing Limited
2026
Emerald Publishing Limited
Licensed re-use rights only
Teaching Notes 1–13.
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Teaching Notes: ZOFF: seasoning success in a competitive spice market

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Zoff Foods, founded in 2018 by brothers Akash and Ashish Agrawal in Raipur, set out to disrupt India’s fragmented spice market by combining direct farmer sourcing, cool grinding technology, and stringent quality control to deliver pure, fresh spices to Indian households. The company scaled rapidly on e-commerce and quick-commerce platforms, strengthened by a high-visibility Shark Tank India deal and a Series A round of INR 40 crore in 2024, which together validated its D2C-led growth model and funded ambitious plans to reach INR 600–700 crore in revenue over the next five years.

By early 2024, however, Zoff’s success had intensified...

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