Nuffoods Spectrum India

iD Fresh launches new brand iD Daileez

26 June 2019 | News

Looking at an additional revenue of 200 million from its new brand launch

India’s largest fresh food brand, iD Fresh Food is rolling out a special menu for traditionally price sensitive markets. iD Daileez, the Bangalore-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 some. 

Currently, iD Daileez has launched idly and dosa batter (one kg) 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. 

PC Musthafa, CEO and co-founder, iD Fresh Food, said, “iD Fresh’s flagship product, the idly and dosa batter, has been a pioneer in the fresh, natural, preservative-free, ready-to-cook category. 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. 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 2 cities and smaller towns. 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.”

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

Since its inception in 2005 in a modest 50-sqft kitchen in Bengaluru, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including Idlyand Dosa batter, Ragi Idly and Dosa batter, Rice Rava Idly batter, Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Natural Paneer, ‘Squeeze and Fry’ Vada Batterand 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, UAE and the US.


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