Bigbasket and iD Fresh Food Partner to Launch Ready To Cook Brand iD Fresho, Retail News, ET Retail
The move comes as iD Fresh, backed by Azim Premji, known for its preservative-free instant foods, looks to expand its D2C market through Bigbasket’s vast customer base. The alliance, programmed amid increasing consumption of hygienic, fresh and nutritious food in the wake of the pandemic, will also allow Bigbasket customers to access iD’s RTC range.
“Our Fresho product line has experienced huge demand and high demand since its launch. We are happy to have collaborated with iD for this co-branded category called iD Fresho which will further diversify our offerings. We will be adding more “First to Market” product innovations in the coming months, ”Bigbasket co-founder Hari Menon said in a press release.
The first phase will focus on familiarizing yourself with the new brand, while building volumes around the idle dosa dough. The products will be sold in Tier 1 cities and select cities in South India during the initial rollout.
“We see this partnership as an online fresh food revolution. As health and hygiene become a priority for many – with more people working from home and limited movement – we have a social responsibility to our customers, ”said PC Musthafa, co-founder of iD Fresh Food.
iD Fresh aims to reach one million households by March 2022. “In three years, we expect an annual income of Rs 100 crore from this initiative,” added Musthafa.
Bigbasket is a leading player in the online grocery market and recently reorganized its supply chains to meet the majority of customer orders. The company’s operations have expanded to 30 cities in India, recording around 15 million customer orders per month. In 2020, the online grocer hit the $ 1 billion annual revenue milestone.
Bengaluru-based ID Fresh delivers its flagship dosa and vada paste, as well as parota, paneer and filter coffee to 30,000 outlets nationwide, as well as in the United States and the United Arab Emirates.