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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These specialty batters are available exclusively through quick-commerce platforms in Bangalore, Mumbai, Pune, Delhi, and Hyderabad. With this launch, iD Fresh Food is expanding its flagship idli-dosa batter range, leveraging its role as the category creator and leader. By introducing new offerings, iD aims to provide consumers with more variety that aligns with their evolving and healthier preferences.

Speaking about the expansion, Rajat Diwaker, CEO (India), iD Fresh Food, says “At iD Fresh Food, we’re dedicated to meeting the growing demand for healthy and nutritious options. Over the last two decades, our batter segment has been one of the fastest-growing categories, earning immense love and trust from consumers. Today, we’re thrilled to take this journey to the next level with the launch of our new range of specialty batters. This addition reflects our commitment to innovation and strengthens our bond with our customers by offering more variety and catering to diverse preferences. Starting with an exclusive rollout in metro cities, we aim to make these new offerings available across the country in the coming months.”

“We’re excited to launch our new line of Specialty Batters, designed to meet the evolving tastes of our discerning customers. After careful development, each batter is crafted with the finest ingredients for exceptional taste. For example, our protein batter delivers 15g of protein in just two idlis, providing a nutritious start to your day with a protein-packed breakfast option. Staying true to iD’s ethos, we ensure every product is free from preservatives, additives, or chemicals. With four new specialty batters, we’re expanding our range to cater to diverse needs: the plant-based Protein-Rich Batter, the nutrient-packed Ragi Millet Batter, the fiber-rich Multigrain Batter, and the authentic Mallige Idli Batter. These batters are perfect for today’s busy, health-conscious lifestyles, offering a balance of taste, convenience, and nourishment.” said, Enakshi Dasgupta, Head of New Product Development, iD Fresh Food.

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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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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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