iD Fresh launches first ever batter shop at Vizag

iD Fresh Food, has announced the launch of its first-ever batter shop in Vizag. “This strategic initiative is aimed at catering to Tier 2 and 3 markets, offering consumers a combination of freshness, hygiene, and convenience,” says the company.

“For years, Vizag’s bustling local batter market has been dominated by unbranded, makeshift shops, and pushcarts selling batter twice a day. While widely popular, much of this batter is inconsistent in quality, contains soda or preservatives, and is prepared in conditions that fall short of hygiene standards,” the company adds.

“Vizag has a thriving breakfast culture, but we saw a gap between consumer expectations for quality and what’s available in the unbranded market,” said Rajat Diwakar, CEO India at iD Fresh Food. “Our batter shop is designed to build trust, spark curiosity, and offer a healthier, tastier alternative - while staying true to our commitment of delivering fresh, natural food without preservatives.”

iD’s batter shop aims to change the game - bringing the brand’s promise of “fresh, hygienic and preservative-free” batter directly to neighbourhoods. These easily accessible shops are strategically placed in high-footfall areas, offering competitive pricing to encourage trials and repeat purchases.