Diwaker, who has been leading the India business, will continue in his current role while taking on additional responsibilities at the board level. His appointment reflects the company’s efforts to align its leadership structure with its long-term growth strategy and public market ambitions.

iD Fresh Food is working towards becoming IPO-ready by improving profitability, expanding its product portfolio and strengthening its operations. Alongside its domestic business, it also expects its international operations to play a bigger role in driving future growth.

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Founded in 2005, iD Fresh Food is best known for pioneering the organised, preservative-free idli and dosa batter category in India. Over the years, the company has expanded its portfolio to include parathas, chapatis, curd, paneer, and chutneys, positioning itself firmly within the fresh convenience foods space. The brand currently operates across 50+ cities in India and the Middle East, supported by a robust cold-chain-led distribution model.

The capital raised will be deployed to scale manufacturing capacity, expand geographic reach, and accelerate product innovation, as iD Fresh looks to deepen penetration in existing markets while entering new consumption occasions. The company has consistently reported strong growth, driven by rising urban demand for clean-label, time-saving food solutions and increased adoption of branded fresh foods.

For Apax Partners, the investment signals a strong conviction in India’s evolving food consumption story, particularly the shift towards organised, high-quality fresh food brands. The firm is expected to support iD Fresh with strategic inputs around operational excellence, supply-chain efficiency, and long-term value creation, while leveraging its global experience in scaling consumer businesses.

The transaction further underlines sustained private equity interest in India’s food and grocery ecosystem, where brands combining trust, scale, and everyday relevance are increasingly attracting large institutional capital.

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Speaking on the announcement, P.C. Musthafa, Global CEO and Chairman, iD Fresh Food, said, “This marks a proud and exciting moment in iD’s growth journey. Abdul Nazer has been a pillar of strength for the organisation, bringing unmatched commitment, insight, and leadership to everything he does. His appointment as Co-Chair from the position of Co-founder & Director is a natural progression of his deep contribution to iD’s success. Jaipal’s elevation to Vice Chairman is equally well-deserved as he has played a crucial role in steering the company’s financial strategic direction and building our culture of excellence. Together, their leadership will be pivotal as we continue to scale sustainably, innovate responsibly, and create long-term impact for communities.”

“iD has been a remarkable journey of passion, perseverance, and purpose,” said Abdul Nazer, Co-Chair, iD Fresh Food. “From our humble beginnings to becoming India’s leading fresh food brand, our focus has always been on delivering authenticity and quality to every household. As I step into this new chapter, I look forward to continuing our mission of building a sustainable, mission-driven organisation that brings wholesome, clean food to consumers across the world.”

Speaking about his elevation, Jaipal Singal, Vice Chairman & Global CFO, iD Fresh Food, said, “Over the past few years, I have witnessed iD’s incredible journey of purpose-driven growth, rooted in strong values and innovation. As we enter this next phase, my focus will be on enhancing the organisation’s financial resilience, driving sustainable, long-term value creation, and preparing for IPO readiness.”

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Soft, spiced, and preservative-free, iD Thepla offers a ready-to-eat flatbread perfect for tiffins, travel, or quick meals. Alongside it, iD Puran Poli brings the authentic sweetness of tradition in a clean-label format, backed by modern food safety. Free from preservatives and additives, both products reflect iD’s commitment to purity, consistency, and flavour in a category often dominated by unorganised options.

Commenting on the launch, Rajat Diwaker, CEO – India, iD Fresh Food, said, “Thepla and Puran Poli are more than just flatbreads—they’re comfort foods for millions. But until now, consumers had to choose between freshness and convenience. With these launches, we’re offering consistent, safe, and delicious options in a segment that has seen little organised innovation. This reflects our continued commitment to serve India’s diverse culinary needs with products that are both rooted and ready.”

iD’s Puran Poli and Thepla are crafted to bring consumers the authentic taste of tradition without the effort of hours in the kitchen. Made with zero preservatives, zero additives, and clean-label ingredients, they reflect the brand’s commitment to purity, quality, and hygienic production. Thoughtfully designed for today’s fast-paced lifestyles, the products are also travel-friendly — easy to carry, hassle-free to store, and perfect for a quick bite anytime, anywhere. Backed by extensive R&D, they deliver consistent taste and quality in a category long dominated by unorganised players. With clear cues like “Nothing artificial, just real authentic taste,” iD caters to consumers seeking convenience without compromise on wholesomeness.

Enakshi Dasgupta, Head of New Product Development, iD Fresh Food, added “Our vision at iD has always been to bring authenticity and innovation together. With iD Thepla and Puran Poli, we’re not just introducing new products—we’re honouring the culinary heritage of Gujarat and Maharashtra while making them accessible to consumers everywhere. It’s another step towards simplifying mealtimes without compromising on purity, flavour, or trust.” 

The products are currently available in Bengaluru & Maharashtra via quick commerce platform and will also be available across modern trade outlets and other key retail chains shortly. The phased strategy is aimed at leveraging iD’s strong retail presence in core markets, ensuring seamless availability and visibility. With this launch the ambition is clear—to establish iD as the go-to brand for clean-label Indian flatbreads and set a new standard in the ready-to-cook traditional foods segment.

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A pantry-friendly innovation rooted in time-honoured recipes, the new iD Ready Mix range brings consumers the same soulful taste of homemade tiffins—minus the hassle of preparation or the worry of additives. Designed for modern households that value both purity and convenience, the mixes are a response to the growing need for versatile, long-shelf-life products that can be prepared on demand.

“With iD Ready Mixes, we wanted to offer more than just convenience. Our goal was to stay rooted in tradition while creating pantry-ready solutions for modern lives,” said Rajat Diwakar, CEO(India), iD Fresh Food. “These mixes are proof that you don’t need preservatives or shortcuts to make food that’s flavourful, nourishing, and true to its authentic taste”

What sets the iD Ready Mix range apart is its uncompromisingly clean formulation. True to iD’s values, each mix is made without preservatives, soda, anti-caking agents, or raising agents. Instead, it’s built on real ingredients, inspired by kitchens of the past and perfected for today’s time-strapped, quality-conscious consumer. The products carry forward iD’s hallmark promise of “no nasties” and are manufactured in FSSAI-compliant environments that ensure safety, hygiene, and consistency in every pack.

Gaurav Kwatra, Chief Marketing Officer, iD Fresh Food, added, “iD has always been at the forefront of innovation—offering preservative-free products that stay true to their authentic taste and traditional practices, while ensuring healthier choices for today’s conscious consumers. With Ready Mixes, we’re extending that philosophy to the pantry shelf—making it easier than ever to whip up a hot, delicious South Indian meal at a moment’s notice.”

The range is currently available across general trade and supermarkets in Bengaluru, Chennai, Hyderabad, and other key metros, with plans to expand nationally across modern trade formats. iD aims to scale availability to over 1 lakh outlets across India in the next two years, backed by growing demand across both Tier 1 and Tier 2 cities, alongside strategic plans for international market entry.

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In his new role, Shobhit will spearhead iD Fresh’s international journey, overseeing established operations in the GCC region and leading the brand’s entry into high-potential markets. His focus will be on product innovation tailored to local consumer preferences in each market, building strategic partnerships, and enhancing distribution networks to establish iD Fresh as a trusted, premium and global fresh food brand.

Talking about the appointment, PC Musthafa, Chairman and Global CEO of iD Fresh Food, said, “Shobhit’s proven track record in leading business transformations across complex markets makes him a great fit for iD Fresh’s global ambitions. His passion for building purpose-led brands and his deep understanding of diverse consumer cultures aligns perfectly with our mission of bringing fresh and healthy food to the world. We are thrilled to welcome him to the iD family to lead the war against preservatives and chemicals.”

On his new role, Shobhit said, “iD Fresh is not just a brand—it’s a movement towards healthier, more authentic food choices. I’m incredibly excited to be part of this journey and to contribute to building a globally trusted fresh food brand. The opportunity to scale a homegrown success story across new international frontiers is both humbling and energizing.”

Shobhit brings over two decades of leadership experience in the global consumer goods industry, having held senior positions at Colgate-Palmolive, Unilever, and PepsiCo. His expertise in strategic insights, analytics excellence, operational acumen, and people-first leadership has consistently driven strong commercial results and fostered growth across complex and diverse markets.

The company continues to grow at 25% on revenue and a strong EBITDA margin. Its recent organizational changes reflect its commitment to delivering sustainable growth and reinforcing its leadership in the industry. With a strong presence across India and the GCC, and plans to enter newer International markets, iD Fresh is poised for its next chapter of global growth.

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iD’s Fresh Sambar is set to transform breakfast tables, tapping into the rapidly growing ready-to-heat market, projected to reach US$1.29 billion in 2025 with a 13.41% CAGR through 2029. With more nuclear households and double-income families, demand for high-quality, hassle-free meals is surging. iD Fresh bridges this gap by blending traditional flavors with cutting-edge food innovation.

Speaking on the launch, Rajat Diwaker, CEO (India), iD Fresh Food, said, “At iD Fresh, we are constantly innovating to bring fresh, wholesome, and convenient food solutions to Indian consumers. Our Ready-to-Heat Fresh Sambar is designed to complete the breakfast experience, making it easier than ever to enjoy a delicious, homemade-style meal without the time-consuming preparation. We are confident that this launch will redefine how consumers experience Sambar at home.”

iD’s Fresh Sambar uses advanced thermisation technology for heat treatment, and is free from preservatives or additives. Made with 11 premium ingredients and whole vegetables, it offers rich, natural flavors reminiscent of homemade meals. Ready in minutes, it’s a clean, fresh, and nutritious choice for busy households. This new addition perfectly complements iD’s popular Idly & Dosa Batter, Parotas, and Chutneys, making breakfast a complete and enjoyable experience.

Enakshi Dasgupta, Head of New Product Development, iD Fresh Food, further emphasized, “Our mission has always been to create products that uphold the highest standards of freshness and quality. We have carefully sourced ingredients and perfected the recipe to bring consumers a truly homestyle Sambar that is convenient, authentic and nourishing.”

The Ready-to-Heat Fresh Sambar will be available on all e-commerce platforms in Bangalore, Chennai, Hyderabad, Mumbai, Pune, and Delhi. The general trade launch will take place mid March in Bangalore, Mumbai, Pune.

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Kwatra is an accomplished marketing and business leader with over two decades of experience in building and leading iconic global and Indian brands. His expertise spans across diverse categories in food and beverages over his 20 years in Nestle and Britannia. Throughout his career, Kwatra has led high-impact marketing campaigns, driving disruptive growth and profitability.

Before joining iD Fresh, Kwatra held leadership positions at Nestlé. Kwatra’s ability to turn around brands, accelerate growth, and successfully launch new ventures has earned him a reputation as a results-driven leader.

Speaking about the appointment, Rajat Diwaker, CEO (India), iD Fresh Food, said, “We are thrilled to welcome Gaurav Kwatra to the iD Fresh family. With his deep expertise in brand-building and innovation across global and Indian markets, we are confident that Gaurav will bring a fresh perspective and energy to our journey. His track record of success and passion for driving consumer centric strategies align perfectly with our mission to bring clean, high-quality fresh food to every household. This leadership appointment marks an exciting new chapter as we continue to strengthen our presence in India and beyond.””I am excited to join iD Fresh at such an important time in the company’s growth journey. iD Fresh has built a solid brand with a strong sense of commitment to delivering high-quality, clean, fresh food products. What resonates most with me is the bedrock of strong values on which the company is being built. I look forward to enhancing iD Fresh’s market presence and creating deeper connections with our consumers,” said Gaurav Kwatra, CMO, iD Fresh Food.

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With a commitment to delivering clean and preservative-free food, iD Fresh Food new spices are crafted without synthetic additives or chemicals. Adhering to rigorous FSSAI standards, each batch is tested for high-risk pesticide residues and undergoes 20 quality checks from farm to final product. iD Fresh Food guarantees that its spices are free from chemical treatments and adulterants, thus ensuring exceptional quality.

The new iD Fresh Food spices will initially be available in Bangalore retail stores starting this month, with plans for a gradual rollout to other major markets.

Rajat Diwaker – CEO (India) of iD Fresh Food, shared, “Innovation has always been at the core of iD Fresh Food’s products. Our packaging for these spices preserves their freshness, flavour, and aroma for up to 12 months without the need for chemical treatment. To maintain our commitment to transparency and clean labelling, each spice packet includes a QR code that provides access to pesticide test and quality check reports, giving consumers easy access to detailed information about the product’s quality. After dedicating many months to the development of these spices, we are thrilled to enter this new category. Our goal is to capture a significant market share and set a new standard with our clean and natural ingredients.”

Enakshi, Head of New Product Development of iD Fresh Food, emphasized the company’s values, stating, “Our new range of clean label spices embodies the same principles that our customers trust us for—no preservatives, no chemicals, and only natural ingredients. To ensure top quality and taste, we spent months crafting these spices, collaborating with experts and consumers. We maintain purity through strict control over sourcing, processing, quality checks, and packaging. We are confident that by upholding these standards, we will make a notable impact in the spices market and meet the needs of every Indian kitchen sustainably. “

Each spice variant is packaged in a way that extends its shelf life to 12 months without chemical treatments. Given the volatile nature of spices, each iD spice pack includes pouches to preserve freshness, flavor, and aroma. For transparency, every packet features a QR code providing access to pesticide test and quality reports, ensuring consumers can trust the product’s integrity. The 100g packets are designed with five individual 20g pouches, ensuring prolonged freshness and flavour. The price points are as follows: Red Chilli Powder at INR 78, Sambar Powder at INR 100, and Garam Masala at INR 135.

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