Last updated : March 30, 2026 4:38 pm
With this year’s TransparenSee campaign, the brand took a step further by opening its factory to credible, purpose-driven voices who advocate for clean-label food free from preservatives, chemicals, and additives, inviting them to experience its processes, ask questions, and understand its production process.
On the occasion of World Idli Day and as part of its annual TransparenSee initiative, iD Fresh Food, a leading food products brand, unveiled its new packaging, taking a bold stance on transparency with the simple yet powerful belief that ‘The Truth should be upfront.’
With this year’s campaign, the brand takes its commitment a step further by opening doors to its factory to credible, purpose-driven voices who advocate for clean-label food free from preservatives, chemicals, and additives- inviting them to experience its processes firsthand, ask questions, and understand its production process.
As part of the campaign, renowned voices including Chitwan Garg- Nutrition Coach; Leema Mahajan- nutritionist & hormone health coach; Dr. Manan Vora- orthopedic surgeon & health educator; Meghna Kamdar- chef, Rohan Sehgal- creator of the sugar spike show and Sonia Narang- certified nutritionist were invited to iD Fresh’s state-of-the-art batter facility in Anekal, Bengaluru, fondly referred to as the giant home kitchen.
The creators were taken through a guided walkthrough of the facility by PC Musthafa, Global CEO and Chairman of iD, where they were encouraged to question, debate, and experience every aspect of the production process. This was followed by a round-table discussion on clean food, clean marketing, and conscious consumption, creating an open and honest discussion around what transparency truly means in today’s packaged food landscape.
“At iD, transparency has always been at the heart of everything we do. With our new packaging, we are making a conscious choice to put honesty first, so that consumers don’t have to search for what goes into their food but can see it instantly,” said PC Musthafa.
iD unveiled its new packaging design, where ingredients are brought to the front of the packaging. In a category where consumers often have to search through fine print to understand what goes into their food, this bold move ensures that information is visible instantly, making it easier for consumers to make informed choices without ambiguity. The approach reinforces iD’s core philosophy of clean, preservative-free food.
“In a world where consumers are increasingly conscious about what they eat, transparency cannot be an afterthought. It has to be the starting point,” added Gaurav Kwatra, CMO of iD Fresh Food.
The TransparenSee campaign was conceived by the brand to create awareness about eating clean, fresh, and preservative-free food while encouraging greater transparency across the packaged food industry. Over the years, the campaign has evolved from live-streaming operations to inviting grandmothers and children to experience and visit its factory.
iD’s USP is its commitment to 100 per cent authentic, home-style preparation without the use of chemicals, preservatives, artificial colours, or flavours.