1 month ago
iD Fresh Expands into Snack Market
iD Fresh, a company known for idli and dosa batters, has decided to enter the snack market with products like masala ragi chips and oats bhujia.
They are focusing on general trade rather than quick commerce platforms.
This move is part of their plan to reach a revenue target of Rs 2,500 crore by FY30.
However, the snack market is very competitive, with big players like ITC and Haldiram's already dominating.
iD Fresh hopes to stand out by offering healthy snacks without palm oil or preservatives and by focusing on taste.
They also have to deal with high input costs and the challenge of reaching many small stores across India.
Experts suggest that iD Fresh should stick to products that complement their core offerings to avoid alienating their existing customers.
iD Fresh enters the snack market with a range of healthy, ready-to-eat products.
The company is focusing on general trade distribution to leverage existing networks.
High input costs and competitive pricing are significant challenges.
iD Fresh aims to differentiate through taste and healthy positioning.
Experts suggest aligning new products with the core portfolio to maintain customer loyalty.
- Who
- iD Fresh, a Bangalore-based company
- What
- Expansion into the ready-to-eat snack market
- Where
- India
- When
- Recent past
- Why
- To diversify revenue streams and achieve growth targets
Expansion Strategy
Market Challenges
Market Opportunity
Expansion Strategy
Expanding into the snack market diversifies revenue streams and aligns with the company's growth targets.
Market Challenges
The snack market is highly competitive with established players dominating shelf space and consumer trust.
Distribution Strategy
Expansion Strategy
Focusing on general trade leverages existing distribution networks, reducing experimentation costs.
Market Challenges
Reaching fragmented mom-and-pop stores requires extensive and costly distribution channels.
Pricing Strategy
Expansion Strategy
Healthy snack positioning and taste differentiation can justify higher price points.
Market Challenges
Consumers expect low price points, and achieving price competitiveness requires scale.
Key facts
- Company
- iD Fresh
- Founded
- Bangalore
- Revenue Source
- 70% from core categories (idli, dosa batters, parotas)
- Target Revenue
- Rs 2,500 crore by FY30
- New Product Range
- Masala ragi chips, pudina ragi bhujia, masala oats chips, pudina oats bhujia, corn flakes mixture, butter murukku
- Distribution Focus
- General trade
- Price Range
- Rs 45 for 75-gm packs
- Key Differentiators
- No palm oil or preservatives, focus on taste
Quotes
Rajat Diwakar
CEO India, iD Fresh
“"The cost of experimentation on quick commerce is very high. Since the company has already established a distribution network on general trade, it has a ready asset that allows them to do experiments at lower cost."”
financialexpress.com
“"We are seeing healthy demand across our core portfolio, while also witnessing encouraging consumer response to our newer offerings."”
financialexpress.com
Sources
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