Emerged from a neighbourhood store of dosa and idly batter in 2006, iD Fresh Food has carved a niche  as an FMCG brand in the fresh foods category across south and western parts of India and Dubai. In less than a decade, it’s already a INR 150 cr firm and aims to touch INR 250 cr in this financial year. Moving towards as a category leader, iD focuses on building base in existing markets and feeder towns close by. Point-of-Purchase talks to Mithun Appaiah, Vice President – Sales, Distribution, Marketing and NPD, iD Fresh Foods India Pvt Ltd, on their category management and future game plans.

You operate in a lesser known category but have carved a niche. How has your journey been so far?

Its very challenging to create a category. Especially in the fresh food space which is crowded with local and regional players. However ID is differentiated over the rest with innovative packaging, fresh, natural preservative free products which are very consistent in its product delivery. The stickiness to our brand is as high as 91% way above established FMCG players.

Another USP that comes to my mind is that ID is a brand which gives the credit to the home maker. As a brand we would want to stay in the kitchen and not reach the dining table. We are an assistant to the home maker and would like to remain like that. Today, we are present in UAE ( Al emirates ) Mumbai, Pune, Hyderabad, Vijayawada, Vizag, Chennai, Pondicherry, Bangalore, Mangalore, Mysore, Cochin, Coimbatore and Salem.

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