Hyderabad has been strategically chosen for this expansion due to its cosmopolitan demographic. The city’s growing awareness and acceptance of chemical-free products make it an ideal location for TOW’s curated offerings. The current launch is in line with the company’s aim to achieve a 100 crore OR 100 stores target by end of 2025.

“Our Hyderabad store is only the first of many to come,” stated Gaurav Manchanda, Founder, Nimida Group. “We believe that health should not be a privilege reserved for the affluent. Our mission is to make our organic and natural groceries accessible and affordable to everyone.  With over 3000 worry-free, wholesome, curated groceries available, we are excited to empower consumers to embrace a healthier and safer lifestyle, free of harmful chemicals.

TOW’s expansion plan includes additional stores not only in Hyderabad but also in key markets such as Bangalore, Mysore, Pune, and other tier 2 and tier 3 cities across India. This strategic plan aims to create a robust network of COCO (company-operated company-owned) and FOFO (franchise-owned franchise-operated) stores, ensuring that the benefits of a chemical-free lifestyle reach an ever-widening audience.

“Our vision is to redefine industry benchmarks for authenticity, accessibility, and affordability,” added Gaurav Manchanda. “Since our launch in 2017, we have been committed to raising awareness about the compromises associated with conventional lifestyle choices. We’re proud to be at the forefront of this transformative movement.”

TOW offers a diverse range of products, including organic-certified, pesticide-free fruits and vegetables, wholesome chemical-free staples, personal care products devoid of parabens and sulphates, health and wellness items, and nutritious snacks—all curated with care for the community and the planet.

Residents of Hyderabad are invited to visit the new store in Pragathi Nagar and explore a unique shopping experience dedicated to worry-free, wholesome, curated groceries. With plans for additional stores in key catchment areas in the coming months, TOW is further solidifying its commitment to making chemical-free living accessible to all.

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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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