iD Fresh Food Launches Homestyle Whole Wheat Triangular Parathas
iD Fresh Food Launches Homestyle Whole Wheat Triangular Parathas

iD Fresh Food, one of India’s largest fresh food brands, announced the launch of its much-awaited, homestyle whole wheat parathas. 

After a huge success with their Malabar parota and whole wheat lacha parathas, iD continues to strengthen its presence in the growing healthy food market in India, with the launch of these homestyle whole wheat parathas.

The product will be launched starting with Bengaluru market, followed by the rest of the regions. The uniquely triangular-shaped parathas are made with 100 percent whole wheat, with completely natural ingredients and no added chemicals or preservatives. They are tasty and healthy, with a limited shelf life. The light and soft bite of these parathas, make them suitable for regular consumption at home. All you have to do is unpack and heat to make it ready to eat and enjoy it with your favorite curry or sukhi sabzi.

iD Fresh being a customer-centric brand has always been super responsive to what their customers’ needs and expectations are, without compromising on the health, taste, or convenience factors. iD Homestyle Whole Wheat Parathas, are priced at Rs 70 (for 390 gm) and come with a shelf life of five to six days. iD’s parathas along with being healthy also bring in a little twist in the form of its triangular shape. This is the first of its kind to be available in the market.

PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “iD Fresh has always stuck to the ideology of making healthy and fresh food available to our customers on a daily basis. I have always given priority to the ever-evolving needs of our customers and make sure to keenly listen to their feedback. Like our other products, the Homestyle Whole Wheat Parathas too are made using traditional techniques starting from specially ground whole wheat, traditionally baked, with no chemicals or additives. These are iD’s biggest strengths and differentiators when compared to any other similar products in the market. Our customers can be rest assured about the quality of the product and continue loving the brand as they have always been.”

Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “The homestyle whole wheat triangular parathas are a very common form of bread in North Indian households. So, this was iD’s attempt at creating the same product with equal amount of hygiene and taste which one would expect out of a traditional homemade paratha. This innovation behind the triangular-shaped pack had been in the pipeline for quite some time and I am glad we finally could add this in our list of SKUs. Customers can now enjoy this brand-new product without having to worry about their health, hygiene, and taste factors”.

Given that iD owns its entire supply chain, the company has the ability to be agile in meeting changing consumer demands, while exercising strict quality control and faster speed to market. Their customer-centric approach to innovation has helped ensure that all products are aligned with the emotional quotient and lifestyles of consumers.

The Bengaluru-based brand’s extensive natural and organic product range includes Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Sandwich White bread, Wheat Sliced bread, Wheat Chapati, Natural Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender Coconut, Grated Coconut in a Coconut and three customized blends of Instant Filter Coffee Liquid.

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Retail India News: Hindustan Coca-Cola Beverages Strengthens Industrial Footprint in Madhya Pradesh
Retail India News: Hindustan Coca-Cola Beverages Strengthens Industrial Footprint in Madhya Pradesh

In a strategic move reinforcing its commitment to Madhya Pradesh's economic landscape, Hindustan Coca-Cola Beverages (HCCB), a prominent FMCG player in India, has disclosed a Rs 350 crore investment in the state. This announcement, made during a meeting between the Chief Minister of Madhya Pradesh, Dr. Mohan Yadav, and a senior HCCB delegation, propels the company's cumulative investment in the state to over Rs 660 crore.

The capital injection will fuel the establishment of two cutting-edge manufacturing lines at HCCB's Rajgarh factory, dedicated to producing Affordable Small Sparkling Packs (ASSP) and Juice Tetra Packs. Beyond expanding manufacturing capabilities, this move is poised to make a substantial contribution to the state's economy. With a robust network of 149 distributors and 127,080 retailers, HCCB plays a pivotal role in Madhya Pradesh's retail sector, distributing approximately 10 million cases across 29 districts.

In reciprocation, the Madhya Pradesh Government has committed comprehensive support to expedite HCCB's procurement of necessary permissions, approvals, and clearances, aligning with the state's policies and regulations.

Himanshu Priyadarshi, Chief Public Affairs, Communications, and Sustainability Officer at HCCB, stated, “This investment is a significant step in our journey with Madhya Pradesh - a state that is poised for growth and development. We see this as an opportunity to deepen our commitment and align our growth with the state’s vision. This is more than an expansion of our business operations; it is about reinforcing our roots in a state that is key to our market strategy and a hub for innovation. We envisage this project as a catalyst not only for regional economic growth but also as a conduit for nurturing local talent, thereby contributing to the socio-economic progress of Madhya Pradesh.

Having invested over Rs 311 crore in Madhya Pradesh since 2000, including recent expansions in 2022 and 2023, HCCB has consistently demonstrated its commitment to enhancing production capabilities and supporting the local economy. This latest financial commitment not only cements its industrial presence in the state but also aligns with HCCB's dedication to delivering innovative and high-quality products to consumers in Madhya Pradesh.

HCCB's engagement in Madhya Pradesh transcends business investments, extending to Corporate Social Responsibility (CSR) initiatives. These projects focus on water rejuvenation, skill development, and sustainable agriculture. Notably, the initiatives have impacted 1200 youths in sales and marketing training, 1500 women in digital and financial literacy, and over 100 farmers in adopting sustainable agricultural practices. Additionally, HCCB has facilitated the installation of water ATMs and Smartboards, contributing to community resources.


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