GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share

Noted as a Harvard Business School case study for innovation, iD Fresh is funded by Premji Invest, accelerating its expansion plans to serve Indian diaspora in the UAE and other parts of the world.  

DUBAI – October 31, 2018:   iD Fresh Food, India's largest fresh food brand with ready-to-cook packaged batter, traditional Indian breads and other foods, is eying a massive market share in the GCC and beyond with more products from its manufacturing facility in the UAE. The company owns and operates a 40,000 square feet size manufacturing plant in Ajman industrial area to serve the GCC market.

The Bengaluru-based iD Fresh Food has rolled out its much-loved, ready-to-cook authentic and all-natural range of batter, including Idly-Dosa, Ragi Idly-Dosa, rice Rava Idly, and squeeze and fry Vada (an Indian savoury fried snack), across all Emirates in the UAE. The brand is predominantly catering to the teeming Indian diaspora in a number of countries around the world with traditional South Indian morning meals.  

Funded by Premji Invest (the investment arm of India's biggest business icon- Azim Premji) and Helion Venture Partners, iD Fresh has established its presence in the UAE market since 2013 with popular Indian offerings, such as Malabar Parota, whole wheat Parota and whole wheat Chapati. The company is known for its premium quality, 100 per cent natural home-made style of preparation, without the use of any chemicals, preservatives, synthetic stabilizers, artificial colours, or flavours.

Commenting on the launch of its new product range in the UAE, PC Musthafa, CEO and Co-Founder of iD Fresh Food, said, “Given the large Indian community in the UAE and also other residents who love Indian cuisine, we have been eager to introduce our most popular product offerings in this part of the world. We, at iD Fresh, understand the pangs of being away from home, in a foreign land. If familiar, home-cooked foods can bring joy and comfort in our fast-paced lives, we want to make that sense of happiness and wellbeing accessible and affordable for all. From soft Idly and crisp Dosa to easy Vada, our constant endeavour is to serve you premium quality food made with love. Just like it is made back at home.”

Musthafa, an ex-expat banking sector employee in the UAE, added that his mission is to make the preparation of home-made South Indian meals a pleasure for anyone who loves the cuisine. “Our products are made in ultra-hygienic kitchens, not laboratories, following the best-in-class manufacturing processes, and using state-of-the-art equipment. We ensure that healthy food doesn't become a casualty in the maddening rush of everyday life,” he elaborated. 

iD Fresh Food will launch the popular South Indian traditional ‘Filter Coffee' decoction (rich, delicious and strong, milky coffee that's made with a stainless-steel coffee filter); and natural paneer (cottage cheese) in the UAE this December. In addition, the brand will be expanding its product range to Kuwait and Oman soon. 

iD Fresh's batter range is soda-free and completely authentic, guaranteed to deliver soft Idli and delightful Dosa. The Ragi Idly-Dosa batter adds a nutritious (rich in calcium, protein, iron and fibre) twist, while the rice Rava variety ensures there's no question of monotony at the breakfast table. 

If you think lip-smacking vadas are best had at restaurants, wait till you try iD Fresh's globally applauded innovative squeeze-and-fry Vada batter, presented in patented packaging design, blending the complex art of traditional Vada making with the simplicity of modern technology. Getting that perfect cylindrical shape with a hole in the middle – sans any mess or stress – is no longer a deterrent to making the savoury fried snack at home! The health-conscious folks can rejoice too, as this home-made treat has less than half a gram of saturated fat and absolutely no trans-fat. 

From making idly and dosa batter in a 50-sqft kitchen in Bengaluru to revolutionising food packaging, iD Fresh has established its presence in 24 cities across India and the UAE. The company manufactures 55,000 kg of idly and dosa batter every day and delivers it to more than 21,000 retail outlets. The company exemplifies the merits of bringing together the best of innovation and tradition in food in a Harvard Business School case study. 



Posted by : GoDubai Editorial Team
Viewed 16134 times
Posted on : Wednesday, October 31, 2018  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : DWTC Diversifies Gulfood Portfolio With Launch of Prime Expo – the New Platform for Multi-industry P...
Next Story : H.E. Dawood Al Hajiri Opens Gulfhost 2018 and Trio of Bespoke Food Shows at Dubai World Trade Centre
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Boss Bottled Infinite: Express Your Inner Self
Chronoswiss adds beauty in blue to Sirius Chronograph Moon Phase collection
Mouawad Announces New Partnership With the Miss Universe Organization
Ncef-reverse Eyes – Filorga's New Ground Breaking Eye Care!
A touch of elegance with Al Asel
Roberto Cavalli's exclusive new duo of fragrances
Ferrari 812 GTS: the V12 spider returns
La Roche-posay Presents an Incomparable Skincare Experience With ‘My Skin Track ...
Tag Heuer Launches First Ever Emerald Green Dial Aquaracer (for Men & Women) in ...
World's First Cartridge-Free Laser Printer Now Available in the UAE
Tabreed demonstrates commitment to enhancing energy efficiency with ISO 50001 ce...
Sony Middle East and Africa launches the new king of full frame mirrorless camer...
A Journey of Belief: Caroline Leon goes the extra mile with DHL as she attempts ...
Corum Golden Bridge Round 39 for elegant lady
The Ferrari F8 Spider: the evolution of the species
Introducing Pestle & Mortar
Introducing the Dyson V11TM Absolute cord-free vacuum
Tissot Carson Automatic Urban vitality
Energy Transition is Accelerating Across Countries Worldwide According to 2019 W...
Glamorous Gilda for elegant lady'
Pan Emirates Home Furnishing welcomes Autumn with its new collection
Trade Up Your Old Device For the Next Level Power Galaxy Note10
The art of knurling
Breitling Announces Partnership With Etihad Airways
Union Coop constructs two commercial centers in Al Badaa (Jumeirah) and Barsha 3
Tag Heuer Launches Limited Edition Green Aquaracer in the Kingdom of Saudi Arabi...
Opening of PACE British School, a premium British curriculum education initiativ...
Union Coop Signs a contract with AL Aber contracting to construct Umm Al Quwain ...
Titan Watches unveils new ‘Create Your Moment' campaign
UAE Team Emirates' Pogacar Inches Closer to a Second Place Finish at La Vuelta
Chloé introduces the new vintage-inspired “Ayla” style
Ministry of Health and Prevention Launches the 11th Edition of “Lose to Win” Program
DKNY Kids continues to lead the way in athleisure dressing
Midi Moment
Nikon ME Launches Film Festival - Cinema Z
City Centre Me'aisem is here to captivate and educate this back-to-school season
Diego Ulissi to Lead UAE Team Emirates as They Take on a Double Bill of Racing i...
Colourful Onam Festivities to Kick-start at Arabian Center
General Civil Aviation Authority launches 2nd edition of Global Investment in Av...
Proofpoint's Annual Human Factor Report Details Top Cybercriminal Trends: More t...
Tumi Middle East Highlights Fall Collection With Dr. Hassan Ghoneim
Protect your Hair with the New Hair Care Range from Color WOW.
Compact, yet spacious, Kia Pegas sedan to be sold in the UAE for the first time
Crossbody Season with GUESS
CORUM announces Hu Bing as its new Global Brand Ambassador
'Al Wahda Mall to welcome THE DEAL'
Stress-free tips for dressing a baby
Admiral AC-One 45 Chronograph Bronze
Community Development Authority & Dubai Statistics Center launch Dubai's sixth s...
Planetarium show by Lulu Group at Mushrif Mall this weekend