Ajay Gupta’s journey has always been driven by his ‘innovision’ – a word he coined for his instinctive, disruptive, and forward-thinking approach. Beginning in advertising, he founded Forefront, an agency known for its bold, award-winning campaigns. For Sheetal, he pioneered shooting fashion campaigns abroad, transforming it into an aspirational brand. His evocative film for Mother’s Recipe Pickles made it a household name, while his quirky Bollywood-style campaign for Blue Elephant Rice became a trend-setter.
His deep dive into the food category led him to establish Capital Foods in 1996 with Ching’s Secret and Smith & Jones. Believing ‘Good food knows no boundaries’ and ‘Food is culture’, he identified the popularity of ‘Desi Chinese’ cuisine among Indians and decided to own it uniquely. Ching’s Secret offered an entire range – sauces, noodles, masalas, soups, chutneys, and frozen foods – allowing consumers to recreate street-style Chinese at home. He positioned Schezwan Fried Rice Masala as a ‘tadka’ for leftover rice, presented Instant Soups as 1-minute hunger busters, named Chowmein ‘Hakka Noodles’, added real green chillies in Chilli Vinegar, and turned Schezwan chutney into a table-top essential.
His disruptive marketing cemented Ching’s as a formidable brand. Ajay believed three things unite India – movies, cricket, and Desi Chinese – and fearlessly blended them in communication. Signing Ranveer Singh, he created an ‘ad franchise’ with Ranveer Ching, produced blockbuster ad films, and leveraged product placements in movies and TV shows. Recognising social media’s power early, he built a million-strong Facebook community and launched YouTube recipe channels, turning home cooks into brand evangelists.
With Smith & Jones, Ajay positioned it as the kitchen partner for aspirational dishes. From Ginger Garlic Paste to Masala Mixes, the brand promised ‘Very Very Tasty’ food. When Peri Peri emerged as a new favourite, he cleverly named it ‘Naye Zamane Ka Chaat Masala’. Understanding mothers’ struggle to make kids eat vegetables, he launched Pasta Masala to simplify life. Campaigns were always irreverent and memorable, featuring quirky characters and relatable insights.
Ajay Gupta’s innovision created and dominated the Desi Chinese category, establishing Ching’s Secret and Smith & Jones as beloved brands. From just three sauce bottles to India’s fastest growing food company, his 27-year journey culminated in Capital Foods being acquired by Tata Consumer Pvt. Ltd., cementing his place as a marketing legend in Indian food history.
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