iD Fresh Food, India’s largest and most loved consumer fresh food brand has forayed into the Rs 10,000 crore ghee market with the launch of iD Ghee in Mumbai. The company is looking at an additional revenue of Rs 100 crore, as it plans to venture into key Indian markets with its latest product in the coming months.
Made from milk cream and non-preserved butter, iD ghee is rich in aroma and taste. It is to be available in one kg pouch at Rs 689, 500gm pouch with spout at Rs 350 and 500gm pet jar at Rs 375.
P C Musthafa, CEO and co-founder of iD Fresh Food, said, “We are constantly exploring new ways to innovate. Innovation, for us, means addressing consumer needs using common sense. Therefore, our ghee package is designed to include a spout which makes it easy to store and a mess-free transfer.
We believe that the packaged ghee market in India is ripe for disruption. Our product team has successfully extracted cream from milk and made ghee, without any freezing, keeping it fresh – sans any added colours, flavours, or additives. This is why iD Ghee holds great promise. We are looking at capturing the top markets across India within a year.”
Currently, Mumbai is the largest packaged ghee market in India followed by Delhi, Bengaluru, Chennai, Pune and Hyderabad, accounting for more than half of packaged ghee sales in the country.
Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “As preservatives-laden and processed foods increasingly become the way of life, consumers today are keen to make conscious food choices. iD Fresh Food is committed to preserving the goodness of traditional Indian foods, and pure ghee – is considered to be one of the most nutritionally beneficial products due to its medium-chain fatty acid content, deserves a pride of place in every household. Made with the purest of ingredients, iD Ghee is good for your heart health, immune system, digestive system, and overall sense of wellbeing.”
Since the company owns its entire supply chain, it has the ability to exercise strict quality control and faster speed to market.
Currently, iD caters to over 45 cities, across 30,000 retail stores in India, the UAE, US and UK. The Bengaluru-based brand’s extensive natural and healthy product range includes Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Wheat Chapati, Natural Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender Coconut, Grated Coconut in a Coconut and three customised blends of Instant Filter Coffee Liquid.