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iD Fresh designs Dosa Maker enabling perfection of round shape
Friday, 26 November, 2021, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
iD Fresh has designed and developed a Dosa Maker enabling the users to perfect the round shape of the south Indian breakfast item. The Bengaluru-based company said that since the Dosa without its round shape, crispiness and right thickness can be a big disappointment in the kitchen, it decided to devise a maker to provide the people the convenience of easy cooking.

"Our objective has been that the Dosa Maker has been designed to solve problems that many face in the kitchen. We have been working on it for few years with much of the inspiration coming from the success of the vada maker," said PC Mustafa, CEO and co-founder, iD Fresh Food. The in-house design team at iD, led by Abdul Nazer, co-founder, iD Fresh Food, conceptualised and developed the product, based on the consumer feedback. They comprehended that preparing a perfectly round, crispy Dosa with right thickness is a delightful experience.

From product development to packaging, iD continues to solve simple yet everyday consumer challenges through innovation powered by common sense. This solution was cracked in 3 months. "The product is in the production stage and will be introduced in the market by early next year," Mustafa told FnB News.

"We are yet to finalise the facility and company to manufacture this product. The costing and the marketing strategy are underway," he added. The company is of the view that its dosa maker is a one of its kind although pan cake spreading tools are available in the market. The company’s vada maker launched in 2018 continues to hold the promise of "perfectly shaped vadas with a hole in the middle for which patents are filed for its unique nozzle design in India and 140 other countries under the Patent Cooperation Treaty (PCT)."

The company which commenced operations in 2005, is funded by Premji Invest and Helion Venture Partners, and has a presence in 45+ cities across India, the US and UAE, with a team of more than 1,500 employees. Its product capability covers preparation of 65,000 kgs of Idly/Dosa batter per day, with other products like Parotas, Vada batter, Chapati and paneer which are distributed across 30,000 retail outlets. It is also known for its filter coffee liquid and bread which has transformed the drudgery of Indian working women who can easily lay their hands on the most-sought after beverage with toast for breakfast.

Further, a few years ago, the company took the organic leap and is transitioning its entire product line and operations to organic. It has been awarded certifications from the Agricultural and Processed Food Products Export Development Authority (APEDA), National Programme for Organic Production (NPOP), United States Department of Agriculture (USDA) and Jaivik Bharat, under the Food Safety and Standards Authority of India (FSSAI).

The batter for south Indian breakfast specialties like dosa and idli is known for its home-made style of preparation in ultra-hygienic factories with best-in-class food manufacturing and processing systems and state-of-the-art equipment to provide completely natural and preservative-free ready-to-cook food.
 
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