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Fresh food brand, iD Fresh Food (India) Pvt Ltd has introduced a flanker brand iD Daileez for traditionally price sensitive markets.
With this brand, the Bengaluru-based start-up aims to cater to customers in key regions including Chennai, Kochi, Coimbatore, and Kozhikode.
Competitive price
Currently, iD Daileez has launched 1 kg pack of idly and dosa batter at a competitive price of ₹49. A special inaugural offer of 20 per cent extra batter has been rolled out in order to create demand for quality products in markets that are traditionally not considered brand conscious.
“iD Fresh’s flagship product, the idly and dosa batter, has been a pioneer in the fresh, preservative-free, ready-to-cook category. With iD Daileez, we are looking to compete in the ever-growing batter category, without damaging the existing product’s market share, while catering to extremely price-sensitive consumers,” said PC Musthafa, CEO and co-founder, iD Fresh Food.
He added that in the last 14 years, the company learnt that although an increasing number of Indians rely on packaged food products for convenience, cost is still an issue, especially in tier-II cities and small towns.
All-natural ingredients
He said, “iD Daileez will help us reach out to these consumers, who typically do not have access to high quality products that are made in hygienic conditions.”
Musthafa added, “We are keen to strengthen our hold in the ₹35-50 price category in the target cities to make our products easily accessible. For this financial year, we have set a target of ₹20 crore for iD Daileez.”
Funded by Premji Invest, Azim Premji’s investment arm, and Helion Venture Partners, iD Fresh is known for its 100 per cent natural, home-made style of preparation, without the use of any chemicals or preservatives.
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