iD Fresh Food forays into Rs 10,000 crore ghee market

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iD Fresh Food, India’s largest and most loved consumer fresh food brand, recently announced its foray into the Rs 10,000 crore ghee market with the launch of iD Ghee in Mumbai. The company is looking at an additional revenue of Rs 100 crore, as it plans to venture into key Indian markets with its latest product in the coming months.

Made from milk cream and non-preserved butter, iD ghee is rich in aroma and taste, setting it a class apart from the existing products in the market. A spoonful of iD Ghee is guaranteed to fill your mealtimes with enticing flavour and, of course, delicious memories!

Commenting on the company’s decision to enter this new product category, P.C Musthafa, chief executive officer and co-founder of iD Fresh Food, said, “At iD Fresh Food, we are constantly exploring new ways to innovate. Innovation, for us, means addressing consumer needs using common sense. Therefore, our Ghee package is designed to include a spout which makes it easy to store and a mess free transfer.

We believe that the packaged ghee market in India is ripe for disruption. Our product team has successfully extracted cream from milk and made ghee, without any freezing, keeping it fresh – sans any added colours, flavours, or additives. This is why iD Ghee holds great promise. We are looking at capturing the top markets across India within a year.”

Currently, 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.

Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “As preservatives-laden and processed foods increasingly become the way of life, consumers today are keen to make conscious food choices. iD Fresh Food is committed to preserving the goodness of traditional Indian foods, and pure ghee – is considered to be one of the most nutritionally beneficial products due to its medium-chain fatty acid content, deserves a pride of place in every household. Made with the purest of ingredients, iD Ghee is good for your heart health, immune system, digestive system, and overall sense of wellbeing.”

Since iD Fresh Food owns its entire supply chain, the company has the ability to exercise strict quality control and faster speed to market. Since its inception in 2005, the company has been at the forefront of innovation to revolutionise the way customers consume fresh food at home.

Earlier this year, iD Fresh Food bagged one of the largest funding deals in the food start-up space with its Series D round of Rs 507 crore. The funding round was led by NewQuest Capital Partners, a global private equity firm focused on the Asia-Pacific region, along with the existing investor, Premji Invest.

Currently, iD caters to over 45 cites, across 30,000 retail stores in India, UAE, US and UK. The Bengaluru-based brand’s extensive natural and healthy 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.

iD Ghee to be available in one kg pouch (Rs 689), 500gm pouch with spout (Rs 350) and 500gm pet jar (Rs 375).



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