The condiment opportunity: Why FMCG brands are expanding beyond staples

For years, India's condiment aisle was largely synonymous with ketchup, mayonnaise and soy sauce. Today, it is becoming one of the most dynamic categories in FMCG as companies expand their portfolios with chilli oils, seasoning blends, cooking pastes, marinades, dips and gourmet sauces to tap changing consumer preferences and unlock new avenues of growth.

From ITC, Nestlé India and Tata Consumer Products to Del Monte, Veeba, Dr. Oetker FunFoods and Wingreens, companies are steadily widening their condiment offerings. At the same time, digital-first brands such as Naagin, MasterChow and The Taste Company are building premium niches around regional flavours, Asian sauces and artisanal condiments.

The expansion reflects a broader shift in consumer behaviour. Indian households are experimenting with global cuisines more frequently, cooking more meals at home and seeking convenient products that help recreate restaurant-style dishes. Social media platforms have further accelerated the trend, exposing consumers to Korean, Japanese, Mexican and other international flavours while driving demand for specialised ingredients.

For FMCG companies, condiments represent far more than a portfolio extension. They offer an opportunity to premiumise, increase basket sizes and drive higher margins in a category that is less commoditised than staples.

FMCG brands widen their condiment bets 

Several FMCG players have already begun expanding their portfolios to capitalise on this shift. ITC, for instance, has expanded its condiment portfolio with a range of ready-to-eat chutneys and sambar under Aashirvaad, signalling its bet on the growing demand for convenient, fresh-tasting accompaniments. The launch includes coconut, coriander, tomato and peanut chutneys, tamarind date chutney, and sambar, and is currently available in Bengaluru through quick commerce platforms.

Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd, said, "As consumers increasingly seek fresh, minimally processed packaged foods that deliver both authenticity and convenience, their approach to everyday cooking is evolving." He added that the range is aimed at consumers looking for fresh, authentic accompaniments without the time and effort involved in preparing them from scratch.

Unlike core grocery categories, condiments also allow companies to innovate at a faster pace. Brands are introducing region-specific flavours, limited-edition variants, healthier formulations and globally inspired recipes to stand out in an increasingly crowded market.

The opportunity extends beyond legacy FMCG companies, with new-age food brands also broadening their condiment offerings. Akash Agrawalla, Co-founder of ZOFF Foods, said the condiment category is expanding beyond sauces and dips, with consumers increasingly seeking products that simplify cooking without compromising on taste or authenticity. He noted that the opportunity lies in solving everyday cooking challenges through convenience-led innovations such as quick marinades and gravies, while emphasising that repeat purchases ultimately depend on whether a product becomes a useful part of consumers' cooking routines rather than merely offering novelty.

Quick commerce has also emerged as a key catalyst for category growth. By making niche products more visible and easily accessible, platforms are encouraging impulse purchases and experimentation, allowing emerging brands to compete alongside established FMCG players.

Agrawalla added that food discovery is increasingly driven by creators and quick commerce, making visual, demonstration-led marketing critical for the category. He said ZOFF is using influencer partnerships, cooking workshops and experiential activations to drive product trials, while also exploring collaborations with quick commerce platforms and community-led initiatives to reach consumers seeking quick, convenient meal solutions.

He said, "The key learning for us is that social media creates interest, creators build credibility, quick commerce enables purchase, and physical trials build confidence. The strongest impact comes when all four work together."

Culture, creators and convenience drive demand 

As products become more similar, brands are also rethinking how condiments are marketed. Rather than advertising them as accompaniments, companies are positioning condiments as meal solutions. Recipe-led content, influencer collaborations, cooking tutorials and short-form videos have become key tools to educate consumers and encourage trial.

MasterChow is taking a similar approach by positioning condiments beyond niche Asian cooking. Vidur Kataria, Co-Founder of MasterChow, said the brand is positioning condiments as everyday pantry staples rather than products reserved for Asian cuisine. He noted that MasterChow's focus is on authentic flavours, premium ingredients and versatility, with products such as its Chilli Oil designed to complement a wide range of Indian meals. Kataria added that while marketing helps drive trial, long-term growth depends on product quality and repeat usage, with the brand's storytelling centred on integrating condiments into everyday cooking rather than niche recipes.

"We've invested significantly in creator-led content that demonstrates how our condiments can be used in simple, everyday recipes rather than overly elaborate cooking. Consumers are looking for inspiration that's practical and relatable, and seeing a creator use a product in a meal they can recreate in minutes builds confidence and drives trial," said Kataria.

According to him, quick commerce has evolved into a key discovery channel for the category, with platforms such as Blinkit, Zepto and Instamart driving both product trial and repeat purchases. He said MasterChow is focused on combining creator-led storytelling with strong quick commerce visibility to ensure consumers can easily discover, understand and repurchase its products.

As competition intensifies, differentiation is moving beyond flavour. Companies are increasingly competing on authenticity, ingredient quality, health claims, regional sourcing, packaging and convenience. Several brands are also launching products inspired by Indian regional cuisines, betting that localisation will be as important as global flavour trends.

The category's growth is prompting many FMCG companies to rethink their food portfolios. Instead of relying solely on established staples, they are investing in adjacent categories that align with evolving lifestyles and offer stronger long-term growth potential.

That shift is also changing how brands communicate with consumers. Providing a broader industry perspective, Rachita Jain, Director, Brand Solutions at BarCode, said the condiment category is moving beyond functional messaging around taste and convenience towards culture-led storytelling. With limited scope for product differentiation, she noted that brands are increasingly using humour, collaborations, creator content and lifestyle-led narratives to build stronger consumer connections and stand out in a crowded market.

Jain highlighted, "Messaging increasingly highlights cultural heritage, founder stories, food rituals, and social occasions, positioning condiments as part of a broader lifestyle. Social media has accelerated this trend by rewarding creator collaborations, viral recipes, and distinctive brand personalities. While functional claims such as clean ingredients or premium sourcing remain important, they now serve as proof points that reinforce a larger brand narrative."

Jain added that social media, creators and quick commerce are reshaping condiment discovery by shortening the journey from inspiration to purchase. She said brands are increasingly relying on creator partnerships, user-generated content and occasion-led campaigns to showcase everyday use cases, while quick commerce is helping convert discovery into instant trial and repeat purchases.

As Indian consumers continue to seek convenience, experimentation and authentic flavours, condiments are emerging as one of the most promising growth engines in packaged foods. For FMCG brands, the race is no longer just about owning shelf space, it's about owning flavour, occasions and a larger share of the modern kitchen.