Vizag: iD Fresh Food has officially launched its first iD Batter Shop in Vizag, marking a significant step in transforming the city’s breakfast culture.
This new retail initiative aims to cater to Tier 2 and Tier 3 markets by offering hygienic, preservative-free, and high-quality batter for idlis and dosas.
For decades, Vizag’s bustling local batter trade has been driven by unbranded pushcarts and makeshift outlets that supply batter twice a day.
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While popular, these sources often fall short in quality, with inconsistencies, added soda, preservatives, and hygiene issues. The iD Batter Shop intends to address these concerns, ensuring consumers access to fresh, natural batter made with zero preservatives.
“Vizag has a vibrant breakfast culture, but we identified a clear gap between consumer expectations and the available market options,” said Rajat Diwakar, CEO India at iD Fresh Food. “With the iD Batter Shop, we aim to build trust and provide a healthier, tastier choice, while staying committed to our philosophy of delivering fresh, natural food.”
Creating a New Category with iD Batter Shop
Prepared in world-class facilities with no human touch, the batter is delivered fresh daily and priced competitively to encourage trial and repeat purchases.
“The fresh batter market in India is largely unorganised, and this is where we see immense opportunity,” said Gaurav Kwatra, CMO at iD Fresh Food. “With the iD Batter Shop, we are not just selling batter but creating an entirely new category built on consistency, quality, and trust.”
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Beyond Batter: Expanding iD’s Product Reach
In addition to batter, the iD Batter Shop will also offer other popular iD Fresh Food products, positioning itself as a one-stop shop for convenient, healthy meal solutions.
With this launch, iD Fresh Food aims to establish a strong presence in Vizag’s culinary landscape while winning the trust and taste buds of consumers.
