iD Fresh launches first ever batter shop in Vizag

iD Fresh Food, India’s most loved fresh food brand, is set to transform the way Vizag enjoys its favourite idlis and dosas with the launch of its first-ever batter shop in the region.

The strategic initiative is aimed at catering to Tier 2 and 3 markets, offering consumers an unmatched combination of freshness, hygiene, and convenience.

For years, Vizag’s bustling local batter market has been dominated by unbranded, makeshift shops, and pushcarts selling batter twice a day. While widely popular, much of this batter is inconsistent in quality, contains soda or preservatives, and is prepared in conditions that fall short of hygiene standards.

“Vizag has a thriving breakfast culture, but we saw a gap between consumer expectations for quality and what’s available in the unbranded market,” said Rajat Diwakar, CEO India at iD Fresh Food. “Our batter shop is designed to build trust, spark curiosity, and offer a healthier, tastier alternative—while staying true to our commitment of delivering fresh, natural food without preservatives," he stated.

“The fresh batter market in India is still largely unorganised, and that’s where we see an opportunity,” said Rajesh Ayitham, Director & Partner at iD Fresh Food. “With the iD Batter Shop, we’re not just offering a product—we’re working to create and define a whole new category built on trust, quality, and freshness. It’s about setting a benchmark in a space that has, until now, lacked consistency and reliability.”