Premji-backed iD Fresh Food to sell organic packaged food

Azim Premji-backed iD Fresh Food is planning to turn its entire offering into organic products in the course of the next 6-12 months, foraying into the organic foods market.

In a phase-wise transition beginning from Bengaluru, the Bengaluru-based packaged foods company has replaced its flagship offerings, Idly and Dosa batter, Parota and variants of the batter such as Wheat and Oats Dosa batter, Rice Rava Idly batter, Ragi Idly and Dosa batter, with the new organic version on all the store shelves.

iD Fresh Food is also eyeing to replace its other existing products offering like Natural Paneer, Filter Coffee Decoction, Wheat Chapati and Vada batter with its organic avatar over the next few months. 

Mustafa PC, Co-Founder and CEO, ID Fresh Food, said, “A significant portion of the company’s revenue growth in the next one year would be on account of its organic push, while also coming from growing its distribution base and being present in more stores.”

“We started moving to organic two years ago and we should finish it in the next one year. Our products will have all the necessary certification for organic in the farming stage, storage and the entire supply chain. We essentially want to democratise organic food for consumers and there’s the added benefit of it being better for farmers as well,” he added.