iD Fresh Food, a well-known ready-to-cook food brand, has made a significant move into the ready-to-heat market with the launch of its instant “homestyle sambar.” This launch is part of the company’s broader strategy to expand its breakfast portfolio and offer a comprehensive range of food products to meet evolving consumer demands. The ₹5,000-crore ready-to-heat market is rapidly growing, and iD Fresh Food aims to tap into this expanding segment.
Capitalizing on the Ready-to-Heat Food Trend
The ready-to-heat food market has seen significant growth, driven by an increasing number of nuclear households and double-income families. Experts predict that this market segment will reach a value of $1.29 billion in 2025 and continue growing at a compound annual growth rate (CAGR) of 13.41% through 2029. With these promising projections, iD Fresh Food’s entry into this space with its new homestyle sambar is a strategic move to cater to the rising demand for convenient yet nutritious meal options.
PC Musthafa, the Chairman and Global CEO of iD Fresh Food, took to social media to announce the product launch. In his post, he emphasized that the new sambar is made with no preservatives or chemicals, aligning with the company’s commitment to offering fresh, healthy, and high-quality food products. He also expressed his pride in the new product launch, celebrating it on World Dosa Day, symbolizing iD Fresh Food’s dedication to enhancing the breakfast experience for consumers.
Ready-to-Heat Fresh Sambar for Quick and Healthy Meals
The ready-to-heat sambar offers a convenient and quick way to enjoy a homemade-style meal without the time-consuming preparation traditionally required for this popular dish. Rajat Diwaker, CEO (India) of iD Fresh Food, explained that the company’s Ready-to-Heat Fresh Sambar is designed to complete the breakfast experience, providing a simple solution for busy individuals and families. The product uses an advanced thermisation technology for heat treatment, which helps preserve the freshness and nutritional value of the ingredients.
The sambar is made with 11 premium ingredients, including whole vegetables, offering consumers a high-quality and nutritious option for their meals. As part of its launch, iD Fresh Food is making the Fresh Sambar available across major e-commerce platforms in cities like Bengaluru, Chennai, Hyderabad, Mumbai, Pune, and Delhi. The product will be available through general trade in Bengaluru, Mumbai, and Pune starting mid-March.
iD Fresh Food’s Growing Product Portfolio and Revenue
Founded in 2005 and headquartered in Bengaluru, iD Fresh Food quickly became a household name with its popular wet dosa batter. Over the years, the company has expanded its product line to include a variety of breakfast batters, ready-to-cook parathas, yogurt, paneer, filter coffee, and frozen fruit pulps, among others. The company has successfully built a strong brand reputation by focusing on fresh and high-quality products.
In the fiscal year 2023-24, iD Fresh Food reported an operating revenue of ₹557.84 crore. The company turned profitable, posting a net profit of ₹4.56 crore, a significant improvement from the previous year when it registered a loss of ₹32.8 crore. As iD Fresh Food continues to grow, it plans to go public by the end of 2027 and is aiming to close the financial year 2025 with ₹680 crore in revenue, targeting an EBIDTA margin of 9%. By FY27, the company is confident in its ability to cross ₹1,000 crore in revenue.
Expanding Manufacturing Capacity for Future Growth
As part of its expansion strategy, iD Fresh Food is investing ₹100 crore over the next two years to double its manufacturing capacity. This investment will support the company’s growth and includes plans for new manufacturing plants in Andhra Pradesh, Chennai, Kolkata, and Saudi Arabia. This expansion will enable iD Fresh Food to meet the increasing demand for its products both domestically and internationally.
Currently, iD Fresh Food is present in over 45 cities across India, the UAE, USA, and the UK, with its products available in more than 30,000 retail stores. With its latest product launch and ongoing expansion efforts, iD Fresh Food is poised to continue its upward trajectory and redefine the convenience food industry in India and beyond.
iD Fresh Food’s entry into the ready-to-heat market with its new homestyle sambar reflects the company’s commitment to innovation and meeting the changing needs of modern consumers. With a strong foundation in high-quality, fresh food products and ambitious growth plans, iD Fresh Food is set to play a key role in shaping the future of the convenience food industry.
