India's largest morning meal maker iD Fresh cooks up more products for UAE market

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.