June 1, 2021
So here comes a major venture where e- grocery BigBasket and Packaged foods company iD Fresh Food have launched a co-branded label, ‘iD Fresho’, which will sell iD’s idly-dosa batter and ready-to-cook parotas. The move will help iD expand its direct-to-consumer business and reach a million households in India. Fresho is BigBasket’s private label; the retailer sells snacks, cakes, and bread under the label.
According to the two companies, because of their partnership, the consumers will get access to a much wider range of products, many of which will be launched under the iD-Fresho range in the coming months. The alliance will also allow wider availability of the iD-Fresho range across geographies.
The lockdown has augmented the need for convenience-led cooking among Indian families. As a result, several companies have been intensifying their reach to guarantee better access to consumers.
iD which is yet to make substantial penetration across Indian retail stores could benefit from a tie-up with BigBasket to enable availability. Given BigBasket’s wide reach, this partnership will enable us to broaden our portfolio across India.
Their aim is to reach 1 million households by March 2022. “And after three years from now, we expect ₹100 crores annual revenue from this initiative,” said P.C. Musthafa, co-founder and chief executive officer (CEO), iD Fresh Food.
“BigBasket’s Fresho range of products has witnessed huge traction and demand”, said Hari Menon, co-founder and CEO, BigBasket.
The first phase will focus on building familiarity for ‘iD Fresho’ while building volumes around the idly-dosa batter. The products will be available across all tier-1 markets and some select cities in south India.