iD Fresh targeting traditionally price-sensitive markets with its special menu

In order to target the traditionally price-sensitive markets, Bengaluru based iD Fresh Food is launching a special menu ‘iD Daileez’. At present, iD Daileez has introduced idli and dosa batter in 1kg packs at a competitive price of Rs 49.

The startup’s flanker brand is aiming to cater to customers in key regions like Chennai, Kochi, Coimbatore, Kozhikode, Mysuru, Mangaluru, Vishakapatnam, Godavari, Salem, Guntur, and Rajahmundry, to name a few.

With the launch of iD Daileez, the company is looking to create a demand for quality products in markets that are traditionally not considered brand-conscious.

PC Musthafa, Chief Executive Officer and Co-Founder, iD Fresh Food, said, “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.”

“From our experience, over the last 14 years, we have learned that although an increasing number of Indians rely on packaged food products for the convenience they offer, the cost is still an issue, especially in Tier-II cities and smaller towns,” he further stated.

Musthafa added, “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. 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 200 million for iD Daileez.”