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

• The Bengaluru based popular Indian consumer brand has forayed into 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 Food, is known for its idli and dosa batters and it reported a 47% growth in the quarter ending June 2022.
  

ID Fresh Food, an Indian consumer fresh food brand, announced its foray into the ₹10,000-crore ghee, or clarified butter, market with the launch of iD Ghee in Mumbai on Wednesday. The company is aiming to mop up an additional revenue of ₹100 crore from selling 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 packaged ghee sales in the country, the company said in a statement.

“We believe that the packaged ghee market in India is ripe for disruption. Our product team has successfully extracted cream from milk and made ghee, without any freezing, keeping it fresh – sans any added colours, flavours, or additives,” said P.C. Musthafa, co-founder and CEO of iD Fresh Food.

Ghee, also known as clarified butter, is made from milk cream and non-preserved butter. iD Fresh Food owns its entire supply chain, which it says, enables it to exercise strict quality control and faster speed to market.

Founded in 2005, iD Fresh Food, is known for its idli and dosa batters. The company reported a 47% growth in the quarter ending June 2022. In an interview with Business Insider last month, Musthafa had said iD Fresh Food was looking to expand its product portfolio.

ID Fresh Food was also targeting revenue of ₹700 crore this year and ₹1000 crore next year as it leveraged its expanded portfolio and expanded in new markets, Musthafa had told Business Insider.

The Bengaluru-based consumer brand caters to over 45 cities, through its 30,000 retail stores in India, UAE, US and UK. The iD ghee would be available in one kg pouch ( ₹689), 500gm pouch with spout ( ₹350) and 500gm pet jar ( ₹375), it said on Wednesday.

“As preservatives-laden and processed foods increasingly become the way of life, consumers today are keen to make conscious food choices. Pure ghee – is considered to be one of the most nutritionally beneficial products due to its medium-chain fatty acid content,” said Rahul Gandhi, chief marketing officer, iD Fresh Food.

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