ID Fresh enters the ghee market, eyes ₹100 crore revenue from the company

• The Bengaluru based popular Indian consumer brand has entered the ₹10,000 crore ghee market of India.
• Mumbai has the largest market of packaged ghee in India, followed by Delhi, Bengaluru, Chennai, Pune and Hyderabad.
• Founded in 2005, iD Fresh Foodis known for its idli and dosa butchers and reported 47% growth in the quarter ended June 2022.

ID card Fresh food, an Indian consumer fresh food brand, announced its entry into the 10,000 crore ghee, or clarified butter, market on Wednesday with the launch of iD Ghee in Mumbai. The company aims to generate additional revenue of ₹100 crore from the sale of packaged ghee.

Currently, Mumbai is the largest packaged ghee market in India, followed by Delhi, Bengaluru, Chennai, Pune and Hyderabad, accounting for more than half of the country’s packaged ghee sales, the company said in a statement.

“We believe the packaged ghee market in India is ripe for disruption. Our product team has successfully extracted cream from milk and made ghee, without freezing, keeping it fresh – with no added colors, flavors or additives,” says PC Musthafa, co-founder and CEO of iD Fresh Food.

Ghee, also called clarified butter, is made from milk cream and unpreserved butter. iD Fresh Food owns its entire supply chain, which it says allows it to perform strict quality controls and get to market faster.

Founded in 2005, iD Fresh Food is known for its idli and dosa batter. The company reported 47% growth in the quarter ended June 2022. In an interview with https://gotechbusiness.com/ last month, Musthafa said iD Fresh Food wanted to expand its product portfolio.

ID Fresh Food also targeted sales of 700 crore this year and ₹1,000 crore next year as it leveraged its extensive portfolio and expanded into new markets, Musthafa told https://gotechbusiness.com/.

The Bengaluru-based consumer brand serves more than 45 cities through its 30,000 stores in India, UAE, US and UK. The iD ghee would be available in a onekg bag (₹689), a 500g bag with spout (₹350) and a 500g pet jar (₹375), it said Wednesday.

“As preservatives and processed foods are increasingly becoming the way of life, consumers today are eager to make conscious food choices. Pure ghee – considered one of the most nutritionally beneficial products due to its medium-chain fatty acid content,” said Rahul Gandhihead of marketing at iD Fresh Food.

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