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 19110 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
Pandora Introduces New Limited-Edition Charm in Support of Unicef
New Program for Saudi Arabia Healthcare Professionals Targets Healthcare Managem...
Ixora Organic Beauty Continues Its Fight for Health With Its Latest Breast Cance...
Toric Hemispheres Retrograde Steel Blue The Distinguished Traveler
Ministry of Health to Showcase State-of-the-Art Digital Health Services at GITEX...
Dazzle This Diwali Season With Tanishq
Gift of Gold - Get Guaranteed Gold Coins with Malabar Gold & Diamonds
Story of Hope: UAE Resident Shares the Importance of Early Detection this Breast...
Rashed Clinches Third World F2 Crown With Victory in Portugal
QNET Supports Community Activity to Raise Funds for Indus Hospital in Pakistan
Zoho Unveils New Cutting-edge Apps and Services in Zoho One, The Operating Syste...
Tribal Thumka Is Back With a New Flair!
Dubai Municipality Celebrates World Food Day
Rivoli Group Launch OMEGA's New ad Campaign for the 007 Edition timepiece on Bur...
QS Arab Region Rankings 2022: Abu Dhabi University Ranks Among the Top 21% of Ed...
Food Waste takes the stage to mark World Food Day at EXPO 2020
The 2020 Edition of Happiest Workplaces in the Region Revealed
UAE Government Leaders, African Ministers and MIT Expert Share Insights on Day 1...
Union Coop ‘Humanitarian Support Program': Employees Contribute AED 1,344,000 si...
Dubai Culture and Letswork Collaborate to Provide Creative Spaces in Dubai
Past and Present Students Sing the Praises of GEMS Modern Academy as it Celebrat...
Dubai Health Authority Honoured for Excellence in Implementing Business Process
'Astronomer's Paradise' Chile Lines Up Space Week Programmes at Expo 2020 Dubai
Samsung Announces New Artificial Intelligence Course to Empower Young People Acr...
The Swiss Pavilion Highlights Education, Innovation & Research during Space Week
Social Enterprise ‘81 Designs' Presents a New Collaborative Collection With Leba...
Malaysia Generates More Than Rm7.2 Billion in Business Potentials in the First T...
AppGallery Expands Its App Offering by Adding Aramex Mobile App
UAE National World Robot Olympiad Winners Announced
GEMS Students earn University Credits Thanks to Collaboration with Arizona State...
Emirates Integrated Telecommunications Company reports Q3 2021 Results
AD Ports Group Announces Strong Revenue Growth in H1 2021, up 21% Year-on-Year t...
VFS Global COVID-19 Test Booking Credentials Accepted in the IATA Travel Pass
Hotpack Global Announces Three Days Leave to Employees to Visit Expo 2020 Dubai
Union Coop Launches ‘Mirdif Park Way' Investment Destination
There's No Stopping the Energy of Maserati Grecale
Health Promotion Department Launches Awareness-Raising Events to mark World Food Day
Japanese Astronaut Yamazaki Naoko Participates in Space Week at Expo 2020 Dubai
‘YA WELI', The Latest Nikon and Neha Pandey Collaboration All About ‘Love'
SPACEE Set to Redefine UAE's $58bn Retail Segment, Marks its Debut with Particip...
Verloop.io Showcases Conversational AI Solutions for Customer Support at GITEX 2021
Abu Dhabi School of Government participates in GITEX Technology Week 2021
MBRSC Announces the Launch of Space Ventures for Startups in Space Sector
Paediatric Emergency Services to be Transferred from Dubai and Latifa Hospital t...
Hamdan Bin Mohammed Heritage Center to highlight UAE's cultural traditions at Ex...
DLD Receives 100% Paperless Stamp from Digital Dubai
Dubai Sports Council and DTCM sign MoU with KHL and Avangard Omsk for three-day ...
Michelin Star Chef Paul Pairet Joins Hands with SushiArt to introduce limited-ed...
Land Rover Provides First Glimpse of the New Range Rover
The Waterfront Market's Murals and Art Competition Submission Deadline Extended