Thursday, October 17, 2019


iD Fresh unveils iD Daileez, special menu for price-sensitive markets
Thursday, 04 July, 2019, 08 : 00 AM [IST]
Our Bureau, Bengaluru
iD Fresh Food is rolling out iD Daileez, a special menu for traditionally price-sensitive markets. The Bengaluru based start-up’s flanker brand, aims to cater to customers in key regions, such as Chennai, Kochi, Coimbatore, Kozhikode, Mysuru, Mangaluru, Vishakapatnam, Godavari, Salem, Guntur, and Rajahmundry, to name a few.

Currently, iD Daileez has launched idli and dosa batter in 1kg packs at a competitive price of Rs 49. A special inaugural offer of 20 per cent extra batter is the icing on the cake. The company’s primary objective is to create a demand for quality products in markets that are traditionally not considered brand-conscious.

“With iD Daileez, we are looking to compete in the ever-growing batter category, without damaging the existing product’s market share, while catering to extremely price-sensitive consumers,” said P C Musthafa, chief executive officer and co-founder, iD Fresh Food.

“From our experience, over the last 14 years, we have learnt that although an increasing number of Indians rely on packaged food products for the convenience they offer, cost is still an issue, especially in Tier-II cities and smaller towns,” he added.

“iD Daileez will help us reach out to these consumers, who typically do not have access to high-quality products that are made in hygienic conditions. We are keen to strengthen our hold in the Rs 35-50 price category in target cities to make our products easily accessible to all Indians. For this financial year, we have set a target of Rs 200 million for iD Daileez,” said Musthafa.

Funded by Premji Invest, Azim Premji’s investment arm, and Helion Venture Partners, iD Fresh is renowned for its 100 per cent natural, home-made style of preparation, without the use of any chemicals, preservatives, synthetic stabilisers, artificial colours, or flavours. The brand is positioned as a professional assistant in the kitchen.

Since its inception in 2005 in a modest 50sq ft kitchen in Bengaluru, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including idli and dosa batter, ragi idli and dosa batter, rice rava idli batter, Malabar parota, whole-wheat parota, whole-wheat chapati, natural paneer, squeeze-and-fry vada batter and the first-of-its-kind authentic South Indian filter coffee decoction.

A Harvard Business School case study, iD Fresh has consistently used common sense to be at the forefront of innovation. The brand has revolutionised food packaging and established its presence in 35 cities across India, the UAE and the US.
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