iD
Fresh Food, one
of the leading consumer fresh food brand, popular for its Idli & Dosa
batter, recently entered into the whopping Rs 10,000 crore ghee market with the
launch of its “iD Ghee” . As a part of expansion plan, the company is eying for
additional Rs 100 crore revenue, that aims to target the market with its ghee
brand.
The company claims that the
ghee is made from milk cream and non-preserved butter that makes iD ghee is
rich in aroma and taste. The company also claims that the ghee is made without
any freezing, keeping it fresh without added colours, flavours, or additives.
At present, Mumbai is the
largest packaged ghee market in India followed by Delhi, Bengaluru, Chennai,
Pune and Hyderabad, accounting for more than half of packaged ghee sales in the
country. ID Fresh Food is eager to capture leading market in india in a year.
The Bengaluru-based ID Fresh
Food, product range includes Idly and Dosa Batter, Ragi Idly and Dosa Batter,
Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Wheat Chapati, Natural
Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender
Coconut, Grated Coconut in a Coconut and three customised blends of Instant
Filter Coffee Liquid.
Well, the company point is very clear i.e ghee without any added colors, flavours or additives, which is really good in the era of packaged consumer goods with lot of preservatives, certainly, it might grab the attention of conscious consumers of india. However, company’s innovataion can be observed in its packaging which is very convenient and mess free.
