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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In a strategic move to meet growing consumer demand, the company is launching its product range in several new cities including Goa, Indore, Ahmedabad, Surat, Vadodara, Dehradun, Panchkula, Chandigarh, Jaipur, Lucknow, and Bhopal.

Discussing the expansion strategy, Rajat Diwaker, CEO-India, iD Fresh Food, said, “With the current expansion and new products in the pipeline, we’re well on course to achieve our revenue targets for FY 25. Expanding to 11 cities is a strategic decision to explore opportunities in tier 1 and tier 2 cities of India. Apart from the strategic plans and investments, innovation will continue to be at the core of our offerings, fostering the growth of our business in domestic and global markets.”

PC Musthafa, Global CEO and Co-founder, iD Fresh Food, added, “As we prepare for international expansion and our IPO journey, our key focus will continue to be on delivering world-class products and ensuring they are accessible to everyone. While we are thrilled with the love iD Fresh has received across India, our expansion into newer cities emphasizes our commitment to leading the movement for fresh and clean food in India. Our aim is to become the market leader in these regions within the next 12 to 18 months.”

This expansion aligns with iD Fresh Food’s growth strategy to enhance the accessibility and availability of its products nationwide. While the current focus is on making core products widely accessible, specific plans for each city will be shaped by market performance and consumer feedback in the next phase, according to the company’s statement.

Although the products will be available through both online and offline channels, iD Fresh Food aims to establish distribution centers in select cities within the next one to two months.  Additionally, the company has achieved a 25% year-on-year growth, and looks forward to hit Rs 700 crore mark in FY 2024-25. 

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