iD Fresh Food to target price sensitive markets with its new brand

iD Fresh Food (India) Pvt Ltd has launched a flanker brand iD Daileez to target the traditional price sensitive markets. Through this new brand, the Bengaluru-based start-up is eyeing at catering to customers in key regions including Chennai, Kochi, Coimbatore, and Kozhikode.

At present, the food brand has introduced a 1 kg pack of idly and dosa batter at a competitive price of Rs 49. 

PC Musthafa, CEO and Co-Founder, iD Fresh Food, said, “iD Fresh’s flagship product, the idly and dosa batter, has been a pioneer in the fresh, preservative-free, 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.”

“iD Daileez will help us reach out to the 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,” he added.