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iD Fresh to offer organic range 25% cheaper than processed organic foods
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Friday, 29 March, 2019, 12 : 00 PM [IST]
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Nandita Vijay, Bengaluru
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iD Fresh, a catalyst to the fresh food movement in India, has now revamped its product portfolio to go organic. The company is all set to offer the range at 25 per cent lesser than the price of the processed organic range currently available in the market.
The phase-wise transition of iD Fresh products into the organic mode kick-started this month. Its flagship idli-dosa batter, wheat and oats dosa, rice-rava idli, ragi idli-dosa batter, Malabar parota and wheat parota are available in the Bengaluru market now. Over the course of the next 6-12 months, its other offerings, including natural paneer, filter coffee decoction, what chappati and vada batter, will be organic.
Unveiling the iD 2.0 version, P C Musthafa, chief executive officer, iFresh, said, “The company, as a pioneer, in the traditional breakfast space with the preparation of fresh batter for idli, dosa, vada rice-rava idli, ragi idly-dosa is focussed on traditional breakfast offering and garnered earnings of Rs 210 crore, with a market cap of Rs 1,000 crore. The availability and the price point enable affordability and accessibility, which is the game-changer on the Indian food processing landscape.”
“We have set our sights to garner a Rs 350-crore revenue, and confident that the acceptance of the iDOrganic brand. Technology, innovation and tradition are the focus of our future and it is time to LiveOrganic with iD,” he added.
“Innovation and evolution change are much desired, as we move to towards organic. This is a disruption in the food processing sector. Our teams worked for two years to add new value to the products, even as organic food products commanded a 90-100 per cent premium,” said Musthafa.
Certifications were awarded from APEDA (Agricultural and Processed Foods Export Development Authority), NPOP (National Programme for Organic Production), USDA (the United States Department of Agriculture) and Jaivik Bharat under the supervision of FSSAI.
“Adoption of technology and creating value without an escalation in the final pricing to the consumer ensuring certified compliance for all our produce reinstates our effort to bring a sustainable way of consumption with our organic products,” said Musthafa.
“These are available across 25,000 stores, which will be increase by 10,000, gauging the product’s demand. Our research indicated that we will be able to convert 50 per cent of one’s daily food intake into organic, as we have seen that idlis, chapatti and coffee constitute 20 per cent and 30 per cent of consumption every day,” he added.
“The company has been able to achieve this working directly, with three vendors by offering a 20-25 per cent premium to the farmers for the organic crops grown. Its production plants, located in Bengaluru, are in Hoskote and Mahadevapura, with one each at Hyderabad, Mumbai and Dubai. It will take the number of stores from 25,000 to 35,000 when distribution, expands as supply creates the demand,” he said.
Efforts are on to enter Delhi, Ahmedabad and Kolkata. Besides, in the US market, its filter coffee will be available across the Indian stores and e-commerce platform Amazon. Following its vada batter’s success, leading doughnut makers have evinced interest in the technology, but the company, for the present, is not keen on the same for the present. Instead, it is working at an accelerated pace to become a leader in the fresh food category.
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