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iD Fresh Food invests Rs 40 crore to set up largest idly dosa batter factory at Anekal
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Tuesday, 06 April, 2021, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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iD Fresh Food has invested Rs 40 crore to set up a giant home kitchen which is state-of-the-art and world’s largest idly and dosa batter preparation and packaging plant in Anekal, Karnataka. The facility is spread across 80,000 sq ft area and is designed to address the growing demand for their idly and dosa batter and parota in India.
The strategic investment reflects the brand’s ambition to further strengthen its market leadership in the fresh foods segment and the potential of its idly and dosa batter and parota to boost the company’s overall revenue. Over the years, the company has established itself as the clear market leader in the idly and dosa category and is currently catering to over 45 cites, across 30,000 retail stores in India, UAE and US.
Commenting on the launch, Musthafa PC, co-founder and CEO, iD Fresh Food, said, “We are extremely excited to introduce you to the World’s largest Idly batter factory. Since March 2020, we have witnessed a 5 per cent and 38 per cent growth in demand for our idly and dosa batter and parotas respectively. The new facility marks a key milestone in the company’s journey - not just due to its sheer size but the fact that it is a fully-automated kitchen. At its highest functioning capacity, it will be able to produce 1 lakh kg batter and 3 lakh parotas in a day. It takes us a step closer to our vision of building a better and healthier world for our future generations. In the next phase of operations, we are working on leveraging renewable energy and reducing our carbon footprint in order to make a positive social impact.”
Elaborating on the consumer trend, Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “Over the last year, we have seen a rise in consumers making conscious lifestyle choices, be it their health or the food they're consuming. While the lockdown initiated the home cooking trend, we believe it has given way to a perceptible cultural shift – the younger generation and busy nuclear couples are discovering the multiple benefits of eating healthy, fresh, and easy-to-cook food. They are appreciating the fact that they don’t have to compromise between healthy, delicious, and quick when it comes to their everyday meals.”
Once the pandemic eases, the company plans to invite schools and the public to the giant home kitchen to witness the state-of-the-art technology used in making the food.
Commenting on the experience of building the world-class plant, Abdul Nazer, co-founder and director, iD Fresh Food, said, “When we started iD, we made the products the conventional way using equipment we use in our homes. However, as the company grew, we needed a more efficient solution to cater to the burgeoning demand for our products. For our new factory, which is the world’s largest idly batter factory, we partnered with companies in Europe and the US to build customized equipment to control all aspects of making batter and parotas. After three years of trial and error, we have the machinery to handle the processes seamlessly.”
The company’s other fresh, home-made style foods include Squeeze and Fry Vada batter, Whole Wheat Chapatis, Natural Paneer, Curd, Grated Coconut in a Coconut, Smart Sip Tender Coconut and three blends Instant Filter Coffee Liquid among others.
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