Powered by tech, Pune becomes the fastest-growing market for iD Fresh

Pune has emerged as the fastest growing market for iD Fresh, India's largest fresh food brand - popular for its traditional south Indian savories - surpassing other major metros in India. Punekars, who are known for their distinct taste, unique food culture and decisive consumer behaviour, have given an upvote to iD products through mass endorsement.

Over the last few months, Pune has been registering 50% more growth than any other major markets including Bengaluru, Chennai, Hyderabad, and Mumbai among others. The brand has clocked INR 27 crore in the last fiscal year, which is testimony to its mass appeal.

The growth comes on the back of iD’s flagship products, idli-dosa batter and filter coffee decoction, which has become a major hit in Pune. Given the current demand, the company is looking at an additional revenue accretion to the tune of INR 50 crore from both the products in the coming years. While the brand is popular for its healthy, superlative quality and tasty products, technology too has played a key role in iD’s superior growth in this key Western Indian market.

The reason for this growth is the deployment of the predictive solution to ensure that the correct quantity is produced as well as distributed making a point that there is no wastage. The ‘demand sensing’ solution powered through predictive analytics also helps the company in forecasting accurate monthly and weekly demand scenarios for its products, helping to serve the consumers better in multiple ways.

Abhijit Khatu, sales director, iD Fresh, said, “As preservatives-laden and processed foods increasingly become the way of life, consumers today are keen to make conscious food choices. iD Fresh, known for its clean, healthy, and natural food options becomes a clear winner in this segment, owing to its scientific processing methods and technology interventions. In Pune, our predictive analytics solutions have shown the power of emerging technologies in accurately predicting demand along with ensuring zero wastage. It will be our constant endeavour to mix superior products with better customer experience through cutting-edge technology applications.”

Currently, iD products are available in close to 1,500 outlets including all major e-commerce and quick-commerce platforms. With its own supply chain, the company ensures strict quality control with faster speed to market.

Commenting on this milestone, PC Musthafa, chief executive officer and co-founder, iD Fresh, said, “We’re deeply grateful to Punekars for reposing their faith in our products and brand. As a company, it has been our endeavour to provide our customers with quality, healthy and tasty products and enable them to lead a more fulfilling life. We’re confident that Punekars will continue to trust our products and we, on the other hand, commit ourselves that we will add many more innovative products to our portfolio and delight our customers.”

Currently, the company caters to over 45 cites, across 35,000 retail stores in India, UAE and US. The Bengaluru-based brand’s extensive natural and healthy product range comprises Idli and Dosa Batter, Rice Rava Idli Batter, Malabar Parota, Wheat Parota, Sandwich White Bread and Wheat Bread, Home style Wheat Paratha, Wheat Chapati, Soft & Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, customised blends of Instant Filter Coffee Liquid and Instant coffee powder among others.