The 5-day long campaign offers real-time look into iD’s state-of-the-art Giant Home Kitchen at Bengaluru
Bengaluru-based iD Fresh Food has launched the world’s first live streaming campaign. Aptly named TransparenSee, the five-day long campaign, offers a never-before, no-filters dekko into the world’s largest batter factory, in real time!
The campaign originates from iD’s belief that transparency is the bedrock of customers’ trust and loyalty. In fact, it also marks the first anniversary celebration of iD’s fully-automated, state-of-the-art factory called as Giant Home Kitchen spread across 80,000 sq.ft. in Bengaluru.
Viewers can now access live feeds of the making of their favourite idly & dosa batter, from all areas within the factory – the raw material feeding area, urad dal feeding zone, fenugreek feeding zone, water fixing zone, grinding zone, batter ready zone, packing zone, chiller entry point & chiller exit point. The live feed is available on iD’s website from 10 am to 5 pm, till April 3rd, 2022
In FY 2021-22, iD clocked a revenue of Rs 410 crore, with its flagship idly & dosa batter accounting for nearly 33% of the sales. In terms of numbers, the Bengaluru-based brand sold batter for nearly 35 crore number of idlies and dosas last year!
The plant in Bengaluru was set up, with a CAPEX investment of nearly Rs 40 crore, to address the growing market demand for ready-to-cook (RTC) traditional foods. iD partnered with companies in Europe and the US to build customized equipment to handle the processes seamlessly. At its highest functioning capacity, the factory can produce 1.2 lakh kg of batter in a day.