iD Fresh Food brings the authentic South-Indian idli dosa batter to Goa
The expansion comes in the backdrop of the company’s aggressive pan-India growth strategy.
XX November 2024, Goa: iD Fresh Food, India’s largest and most reputed brand in fresh, natural food products, is on an ambitious growth trajectory. The Bangalore-based company announced its expansion to Goa as part of its pan-India growth plan. In a strategic move to cater to growing consumer demand, the company is introducing its acclaimed range of products, including its authentic & flagship product, the idli-dosa batter, thereby sharing the beloved South-Indian breakfast delicacy across the country. Goa consumers can now also enjoy iD’s Malabar Parotta, Wheat Lachha Paratha, Paneer, Curd, and Coffee. The brand also intends to launch the rest of its offerings, such as Spices and Chutney, into the market soon.
“We’re thrilled to bring iD Fresh’s authentic, natural and preservative-free products to the vibrant city of Goa,” said Rajat Diwaker, CEO (India), iD Fresh Food. “Goa is an important market for us, given its rich food culture and consumers who appreciate natural and traditional flavours. Our expansion here is a key step in our pan-India growth strategy, and we are excited to connect with the Goan community, bringing products that align with their love for high-quality, wholesome choices.”
The aggressive plan for a pan-India expansion comes against the backdrop of iD’s phenomenal success in 2024. The company clocked a revenue of INR 554 crores in FY 24 and aims to clock INR 700 crores in FY 2025. Infact, the company had a 16% increase in its operating revenue, rising to INR 395.76 cr in FY24 from INR 340.9 cr in the previous year.
This expansion aligns with iD Fresh Foods overarching growth strategy to enhance the accessibility and availability of its products nationwide. While the current focus is on making core products widely accessible, specific plans for each city will be shaped by market performance and consumer feedback in the next phase.
Building on its commitment to offering preservative-free, natural, and authentic products, iD Fresh has been at the forefront of India’s ‘fresh food’ revolution. By placing consumers at the centre of its mission, iD Fresh’s success comes from its dedication to homemade-style preparation, free from chemicals, preservatives, or artificial additives. The brand aims to deliver the nostalgic taste of traditional home-cooked meals. Rather than replace these cherished flavours, iD Fresh complements them, offering wholesome, authentic food in the healthiest way possible.
While the products will be available across online and offline channels, iD Fresh Food aims to establish distribution centres in the city within a couple of months.
About iD Fresh Food
Since iD Fresh Food’s inception in 2005, the Bengaluru-based company has produced and delivered a wide range of ready-to-cook, fresh Indian foods, without the use of any chemicals, preservatives, artificial colours, or flavours. Today, the brand exemplifies the merits of bringing together the best of innovation and tradition in food as well as food packaging. Currently, iD caters to over 45 cites, across 30,000 retail stores in India, UAE, USA and UK. The Bengaluru-based brand’s extensive natural and healthy product range includes Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Lachha Paratha, Homestyle Paratha, Wheat Chapati, Spices, three variants of chutneys, Soft & Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, and three customised blends of Instant Filter Coffee Liquid and Coffee Powder.
For more information on iD Fresh Food and its range of products, please visit www.idfreshfood.com
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