The new plant will address the growing demand for its flagship batter in India. With this, the brand aims to strengthen its market share in the fresh foods segment.
The company has witnessed a 5% and 38% growth in demand for its idly, dosa batter and parotas respectively since March 2020. PC Musthafa, co-founder and CEO, iD Fresh Food, said, this is one of the reasons behind setting up the new place, which would be the world’s largest idly batter factory. “The facility marks a key milestone in our journey, not just due to its size but also the fact that it is a fully automated kitchen,” he said.
At its full capacity, the facility will be able to produce one-lakh kg batter and three-lakh parotas in a day. “It takes us a step closer to our vision of building a better and healthier world for our future generations. In the next phase, we will be working on leveraging renewable energy and reducing our carbon footprint,” he added.
Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “Consumers making conscious lifestyle choices have risen over the years, be it for their health or the food they’re consuming. While the lockdown initiated the home cooking trend, we believe it has given way to a perceptible cultural shift – the younger generation and busy nuclear couples are discovering the multiple benefits of eating healthy, fresh, and easy-to-cook food. They are appreciating the fact that they don’t have to compromise between healthy, delicious, and quick when it comes to their everyday meals.”
The facility can produce one-lakh kg batter and three-lakh parotas in a day at full capacity
Once the pandemic eases, the company plans to invite schools and the public to its giant kitchen to witness the advanced technology used in making the food.
Abdul Nazer, co-founder and director, iD Fresh Food, said, “When we started iD, we made the products the conventional way, using the equipment we use in our homes. However, as the company grew, we needed a more efficient solution to cater to the burgeoning demand for our products. For our new factory, we partnered with companies in Europe and the US to build customised equipment to control all aspects of making batter and parotas. After three years of trial and error, we have the machinery to handle the processes seamlessly.”
The brand’s other fresh, home-made style foods include squeeze and fry vada batter, whole wheat chapatis, paneer, curd, grated and smart sip tender coconut and three blends of instant filter coffee liquid, among others.
The brand supplies its products to over 45 cities across 30,000 retail stores in India, UAE and the US.