iD Fresh Food, India’s largest fresh food brand, has announced the expansion of its dairy portfolio. The Bengaluru-based company is all set to introduce iD Curd into the Hyderabad market, catering to the growing demand for healthy, natural and immunity-boosting additions to the daily diet.
The product, made with farm-fresh milk and natural culture, has a shelf life of 12 days and is priced at Rs 65 for 400 gram.
Funded by Premji Invest and Helion Venture Partners, the company ventured into the dairy segment with its unique natural paneer, made with pure milk and lemon, no citric acid or other chemicals in 2016. The company garnered a 5 per cent market share in the cities operating in. With the launch of the new product, the company is looking at strengthening its position in the dairy segment.
Speaking at the launch, Musthafa PC, CEO and co-founder, iD Fresh Food, said, “The Covid-19 pandemic has put the spotlight on health and safety. An increasing number of people today are making conscious food choices to boost immunity and minimise safety hazards. At iD, since our inception in 2005, we have always embraced 100 per cent natural, home-made style of preparation, without the use of any chemicals and preservatives. Convenience and ease of use are never encouraged at the cost of health and safety of our consumers. We’re committed to bringing you food that is healthy and wholesome – just the way it’s made at our homes. I hope iD Curd receives the same love that you have showered on iD Natural Paneer. Personally, I must confess that I’m in love with its creamy, tasty goodness!”
The appealing green colour as well as cone-shaped and easy-to-scoop packaging provides the product a distinct brand identity. While some companies invest heavily in R&D to increase the shelf life of products with preservatives, the company has always believed in keeping the products fresh, even if it means a shorter shelf life.
“We’re hopeful that iD Curd will redefine the dairy market. It will be available in 1,000 stores across Hyderabad, starting this month. In time, the plan is to launch the product across all markets. As part of our growth strategy, we are looking at a revenue of Rs 40 crore for FY 20-21 from our dairy business,” added Musthafa.
The curd market in India grew at a CAGR of 13 per cent during 2014-2019 and is expected to reach a value of nearly Rs 1,809.3 billion by 2024, according to IMARC report released last year. The healthy growth of the market is attributed to rising disposable incomes, increasing health-consciousness among consumers, and affordable price