iD Fresh Foods has launched a new packaging for one of its fastest selling items, the Vada Batter. Back in 2018, the company launched its patented, squeeze-and-fry packaging design for vada batter. The product strategy went on to become a Harvard Business School Case Study. Now with the 2.0 version, the Company plans to enhance the customer experience and usability.
iD Squeeze & Fry Vada Batter 2.0 is priced at Rs 80 and is currently available at popular kirana shops, Modern Trade Retail stores and e-commerce platforms in Bengaluru city. The product will soon be launched across other key markets in India.
PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “I am a firm believer in keeping things simple. It took us three years and countless failed attempts to get the packaging right for the vada batter the first time. In order to get the hole in the centre of the vada, we had to blend the complex art of traditional vada-making with the simple science of modern technology. In its upgraded version, we have incorporated all the valuable customer feedback we have received over the years in order to deliver a better product and happier customer experience, without compromising on health, taste, or convenience factors. At iD, we have always listened to our customers and we will continue to do so. I’m excited to find out the customer response to iD Squeeze & Fry Vada Batter 2.0.”
Currently, iD caters to over 45 cites, across 30,000 retail stores in India, the UAE, the US and the UK. The brand’s extensive product range includes Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Lachha Paratha, Homestyle Paratha, Wheat Chapati, Soft & Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, and three customised blends of Instant Filter Coffee Liquid and Coffee Powder.
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, noted, “The innovation is simple, yet effective. At iD, we believe that innovation is not about cutting-edge technology or billion-dollar investments; it’s about addressing customer needs in a responsive manner. Our customer-centric approach to innovation ensures that all our products are aligned with the emotional quotient and lifestyles of consumers. iD Vada Batter, made with good quality urad dal and rice flour, makes the homemade vadas tasty and healthy. Besides, you can now personalize the crispy, golden delights the way you love them! “iD, as a brand, firmly believes in assisting homemakers, and we strongly advocate that the final level of customisation should always be in the hands of the person preparing the meal. Our campaign ‘Your Vada, Your Way Da!’ perfectly aligns with this philosophy, allowing individuals to create vadas – with the Vada 2.0 – according to their personal taste.”
ID Fresh Food raised it’s first funding round in 2014. The company has since raised a total funding of Rs. 1,000 Cr (USD 119 Mn) over 8 rounds till date. It’s latest funding round was in 2021 for Rs. 500 Cr (USD 67.4 Mn).
ID Fresh Food has 8 institutional investors including Premji Invest, Sequoia Capital and Helion Venture Partners. Premji Invest, the family office of Billionaire Entrepreneur and Founder of WIPRO Azim Premji, is the largest institutional investor in ID Fresh Food.
The company crossed Rs. 500 crore in revenue in FY 2022-23 and is hoping to touch Rs. 700 crore by FY 2023-24.