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  • On this World Idly Day, iD Fresh Food launches, TransparenSee

    Published on March 30, 2022

    The 5-day long campaign offers never-before, no-filters, real-time view of iD’s state-of-the-art Giant Home Kitchen in Bangalore.

    On this World Idly Day – India’s most loved consumer brand, iD Fresh Food launches its first-ever live-streaming campaign. Aptly named TransparenSee, the five-day-long campaign, offers a real-time view into the world’s largest batter factory located in Bangalore.

    People can now access live feeds of the making of their favourite idly & dosa batter, from ALL areas within the factory – the raw material feeding area, urad dal feeding zone, fenugreek feeding zone, water fixing zone, grinding zone, batter ready zone, packing zone, chiller entry point & chiller exit point. The campaign originates from iD’s belief that transparency is the bedrock of customers’ trust and loyalty. In fact, it also marks the first-anniversary celebration of iD’s fully-automated, state-of-the-art factory called Giant Home Kitchen spread across 80,000 sq. ft. in Bangalore.

    iD’s Giant Home Kitchen brings together the finest ingredients, the latest technology, and traditional recipes in a world-class, pristine and hygienic environment. You got to see it to believe it! The live feed is available on iD’s website – https://www.idfreshfood.com/trust-factory– from 10 am to 5 pm, till April 3rd, 2022

    Commenting on the novel initiative, P.C. Musthafa, CEO and Co-founder, iD Fresh Food, said, “At iD, trust is at the heart of everything we do. Our products are made with 100% natural ingredients. The last two years have been tough, yet there has been no dearth of inspiration

    and love from our consumers. We have been receiving a lot of requests from our consumers wanting to visit our factory, but given the pandemic scenario, we didn’t want to risk their safety at any cost. That’s when we decided to take our Giant Home Kitchen to where they’re and give them a real-time peek from the comforts of their homes instead of them having to travel all the way. We have installed high-resolution cameras at all possible locations inside the factory to ensure our customers get a clear and perfect view of the process. As a customer-centric brand, we strive to be responsive to the needs of our customers and the pandemic has helped us to strengthen this commitment. TransparenSee is our way of saying thank you to our consumers – for trusting us with their family’s nutrition and well-being. The plan is to make TransparenSee an annual campaign –starting every March on World Idly Day.”

    In FY 2021-22, iD clocked a revenue of INR 410 crore, with its flagship idly & dosa batter accounting for nearly 33% of the sales. In terms of numbers, the Bengaluru-based brand sold batter for nearly 35 crore number of idlies and dosas last year!

    The plant in Bangalore was set up, with a CAPEX investment of nearly INR 40 crore, to address the growing market demand for ready-to-cook (RTC) traditional foods. iD partnered with companies in Europe and the US to build customized equipment to handle the processes seamlessly. At its highest functioning capacity, the factory can produce 1.2 lakh kg batter in a day.

    Rahul Gandhi, CMO, iD Fresh Food, noted, “By offering a window into the workings of our world-class, state-of-the-art manufacturing facility and processes, iD is demonstrating exemplary transparency while assuring our customers 100% healthy, fresh and safe batter. At iD, we have complete control over our manufacturing processes and end-to-end supply chain. TransparenSee is inspired by the open kitchen concept. In many ways, it’s a natural extension of the trust campaign that the brand has been spearheading over the last four years.”

    G.L.N Murthy, Chief Manufacturing Officer iD Fresh Food, further added, “Since its inception in January 2021, the Bangalore factory has been a source of pride and joy for the 2000+ employees working in iD. From automated sanitization stations and hi-tech machinery and custom-developed heavy-duty grinder, we have the finest of machines and people at work. It’s a great initiative to let iD consumers watch how their favourite idly & dosa batter is made!”

    Funded by Premji Invest, Azim Premji’s investment arm, and NewQuest Capital Partners, iD has revolutionized the fresh food and food packaging market since its inception in 2005 in a 50-sq.ft kitchen. The brand is synonymous with natural and nutritious food prepared in hygienic kitchens, not laboratories. All iD products are prepared without using any chemicals, preservatives, synthetic stabilizers, artificial colours, or flavours.


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