iD Fresh Food plans to launch batter factory in Hyderabad

Hyderabad Bengaluru-based consumer brand iD Fresh Food is planning to set up an idly dosa batter factory in Hyderabad to capitalise on the growing demand for healthy food. It is also looking to have another plant in New Delhi. Already, the company has the world's biggest batter factory called as Giant Home Kitchen spread across 80,000 sft located at Anekal, near Bengaluru.

On the occasion of its first anniversary celebration, iD Fresh has started the first ever live streaming of its fully-automated, state-of-the-art Giant Home Kitchen till Sunday evening 5 pm. This provides the consumers a live view of how the batter products are manufactured on a daily basis using latest technology and traditional recipes in a pristine and hygienic environment.

The campaign originates from iD's belief that transparency is the bedrock of customers' trust and loyalty. The company has seen exponential growth in the last two years given the shift in consumer trend to healthy, chemical and preservative-free convenient food options. The state-of-the-art and world-class plants with their massive infrastructure will set the pace for iD 2.0.

PC Musthafa, CEO and Co-founder, iD Fresh Food, said, "Our products are made with 100 per cent natural ingredients. We have been receiving a lot of requests from our consumers wanting to visit our factory, but we didn't want to risk their safety at any cost. We decided to take them to our Giant Home Kitchen and give them a real-time peek from the comforts of their homes."

"We have installed high resolution cameras at all possible locations inside the factory to ensure our customers get a clear and perfect view of the process. As a customer-centric brand, we strive to be responsive to the needs of our customers and the pandemic has helped us to strengthen this commitment," he added.

In FY 2021-22, iD clocked revenue of Rs 410 crore, with its flagship idly and dosa batter accounting for nearly 33 per cent of the sales. It 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 customised equipment to handle the processes seamlessly. At its highest functioning capacity, the factory can produce 1.2 lakh kg batter in a day. Funded by Azim Premji's investment arm Premji Invest, and NewQuest Capital Partners, iD has revolutionised the fresh food and food packaging market since its inception.