iD Fresh Food expands its manufacturing footprint to North India

India’s largest fresh food brand’s fourth manufacturing facility in the country to meet the rapidly growing customer demand from North India, particularly in the Delhi-NCR region
iD Fresh Food expands its manufacturing footprint to North India
Photo - iD Fresh Food via Facebook

iD Fresh Food, India’s largest fresh food brand, today announced the launch of its state-of-the-art manufacturing plant in Haryana to meet the rapidly growing customer demand from North Indian markets, particularly in the Delhi-NCR region. The Bengaluru-based company’s fourth manufacturing facility in India, built on an investment of INR 20 Cr, is expected to generate INR 50cr revenue in FY 22-23.

The skid-mounted, greenfield plant, spread over 15,000 sq. ft., is located at Hind Terminal in Palwal, Haryana – less than 60 kms from Delhi. Starting 1st October 2022, the plant will produce 15 tons of iD Fresh’s flagship idly and dosa batter, along with four tons Malabar & wheat parota, per day. The parota production can be doubled, based on consumer demand.

Speaking about the launch of iD’s latest manufacturing plant in India, PC Musthafa, chief executive officer and co-founder of iD Fresh Food, said, “There was a time when it was believed that only South Indians relished soft idlies and crispy dosas. Today, we know that these are equally main favorites across Indians irrespective of the geography. The demand for our idly and dosa batter, along with our Malabar parotas, has been growing phenomenally, particularly in the Northern markets. In order to deliver on our promise of making fresh, healthy food, without any preservatives or chemicals, easily accessible to all, it was important to invest in a new manufacturing plant. In the case of perishable food products, it’s crucial to have the manufacturing facilities closer to the markets. We are excited about expanding our reach and serving more customers across the country.”

PC Musthafa, chief executive officer and co-founder of iD Fresh Food
PC Musthafa, chief executive officer and co-founder of iD Fresh Food

In terms of distribution, doorstep deliveries through eCommerce platforms will continue to play a strategic role. However, the company is also expanding its offline distribution in the Delhi-NCR region across modern trade and traditional trade stores.

The manufacturing facility in Haryana will not only strengthen iD Fresh’s pan-India presence, but will also help the company cater to the demands of consumers beyond the metros – in tier 2 markets like Jaipur, Lucknow, Chandigarh and Agra, to name some.

Commenting on the launch of this new plant, GLN Murthy, the chief manufacturing officer, said, “iD Fresh’s manufacturing facility is a skid-mounted plant. That means, it can be easily moved to any location. Currently, we have 100 employees handling operations at the plant and we look forward to doing some great work in the coming months.”

Earlier this year, iD Fresh raised INR 507 crore in Series D round of funding, in one of the largest deals in the food start-up space. The 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.

Since its inception in 2005, iD Fresh has been at the forefront of innovation to revolutionise the way customers consume fresh food at home. Currently, the company caters to over 45 cites, across 30,000 retail stores in India, UAE and US.

The Bengaluru-based brand’s extensive natural and healthy product range includes Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Lachha Paratha, Homestyle Paratha, Wheat Chapati, Soft & Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, Sandwich White and Wheat Sliced bread and three blends of Instant Filter Coffee Liquid.

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