DBT Bureau
Pune, 27 June 2024
iD Fresh Food, the Bangalore-based company, plans to expand its presence across India with launches in 11 new cities, including tier 2 and tier 3 markets, across 6 states. In a strategic move to cater to growing consumer demand, the company is introducing its acclaimed range of products in several new cities including Goa, Indore, Ahmedabad, Surat, Vadodara, Dehradun, Panchkula, Chandigarh, Jaipur, Lucknow, and Bhopal.
Consumers in these cities can soon enjoy a variety of iD Fresh Food’s most popular offerings, including Idly Dosa batter, Malabar Parota, Wheat Lachha Paratha, Paneer, Curd and Coffee.
“With the current expansion and new products in the pipeline, we’re well on course to achieve our revenue targets for FY 25. Expanding to 11 cities is a strategic decision to explore opportunities in Tier 1 and Tier II cities of India. Apart from the strategic plans and investments, innovation will continue to be at the core of our offerings, fostering the growth of our business in domestic and global markets,” said Rajat Diwaker, CEO (India), iD Fresh Food.
Riding on its commitment to offering preservative-free, natural, and authentic products, iD Fresh has led the ‘fresh food’ revolution in India. With consumers at the heart of its mission, the company’s success lies in homemade-style preparation, free from chemicals, preservatives, and artificial additives. The brand strives to provide consumers with a nostalgic and traditional taste reminiscent of what grandmothers used to make at home. The goal is not to replace the cherished taste but to complement it, ensuring it reaches every consumer in the healthiest way possible.
Commenting on the expansion, PC Musthafa, Global CEO and Co-founder of iD Fresh Food stated, “As we prepare for international expansion and IPO journey, our key focus will continue to be on delivering world-class products and ensuring they are accessible to everyone. While we are thrilled with the love iD Fresh has received across India, our expansion into newer cities emphasises our commitment to leading the movement on fresh and clean food in India. We aim to become the market leader in these regions within the next 12 to 18 months. We are excited and looking forward to receiving the same warmth and appreciation we have enjoyed so far.”
This expansion aligns with iD Fresh Food’s 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.
While the products will be available across online and offline channels, iD Fresh Food aims to establish distribution centres in select cities within the next one to two months.
