iD Fresh Foods, the maker of the eponymous idly/dosa batter and heat-and-eat parottas, among others, is keen to grow in the North and West markets by introducing them to smaller pack sizes of its batter.
“We are trying to introduce smaller size packets because a lot of people in the North and West haven’t tried the batter yet. We are planning to launch 500gms dosa batter and parotta packets with two to three parottas in it,” said Rahul Gandhi, CMO, iD Fresh Food, speaking with MediaNews4u.com.
The company was reported to have crossed Rs.500 crore in sales in FY23 (up from Rs.382 cr). Fresh batter, which contributed 35pc to the sales in FY22, continues to be the star performer with its share going up to 37 pc, estimates Gandhi.
The company is present in stores across 45 cities. On the planned geographic expansion, the spokesperson said, “We are planning to expand three-fold. One is that we are going deeper into our large cities, adding more outlets in Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad. The second geographic expansion we are undertaking is going to be Tier 2 cities like Chandigarh, Lucknow. We will be taking the e-commerce route there because it is more viable for a fresh food brand like us.”
While the brand has entered the UK and the US markets, there is scope to introduce more products there, he explained.
The brand has also lined up a slew of product and packaging innovations due for launch in 2023, across India and Dubai.
Feedback: [email protected]
