In a bid to expand its reach in the North and West regions, iD Fresh Foods is planning to introduce smaller pack sizes of its well-known idly/dosa batter and heat-and-eat parottas.
The company was reported to have achieved sales of over INR 500 crore in FY23, as compared to INR 382 crore in the previous fiscal year, according to Gandh’s estimates. The fresh batter category, which accounted for 35% of sales in FY22, has further strengthened its position as the star performer, with its share increasing to 37%.
Rahul Gandhi, CMO, iD Fresh Food, said, “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.”
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 US markets, there is still potential to introduce more products in these regions, as explained by him.
In 2023, the brand is set to launch multiple product and packaging innovations in both India and Dubai.