iD Fresh Food is rolling out a special menu for price sensitive markets.
The original 1 kg iD Fresh batter costs Rs 70. Now, iD Daileez has launched idly and dosa batter (1 kg) at Rs 49 with an aim to meet the demand in markets that are traditionally not considered brand conscious.
PC Musthafa, CEO and co-founder, iD Fresh Food, said, “Our flagship product, the idly dosa batter, has been a pioneer in the 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.”
He adds, “Over the last 14 years, an increasing number of Indians rely on packaged food products for the convenience they offer. But cost is still an issue, especially in tier 2 cities and smaller towns. iD Daileez will help us reach out to these consumers, who typically do not have access to high quality products. We are keen to strengthen our hold in the Rs 35-50 price category in target cities to make our products easily accessible to all Indians. For this financial year, we have set a target of Rs 20 cr for iD Daileez.”