Bengaluru-based ready-to-cook packaged food company backed by billionaire Azim Premji, iD Fresh Food, has opened its idli-dosa batter making facility in Bengaluru for public view via live-streaming.
The company started the five-day live streaming campaign on the world’s idly day of March 30. Id Fresh has been co-founded by first generation entrepreneur PC Musthafa, along with his cousins, and operates what it calls the world’s largest batter factory in Bengaluru, spread over 80,000 sq. ft.
The 5-day campaign offers a real-time view of the making of the idly dosa batter right from the raw material handling stage to packing, chiller entry, and dispatch. The live feed is available at: https://www.idfreshfood.com/trust-factory between 10 am and 5 pm till April 3.
Musthafa said, adding that they decided to launch the campaign in response to requests from sections of the consumer community who wanted to watch the process. “We have installed high-resolution cameras at all possible locations inside the factory to ensure our customers get a clear and perfect view of the process,” he added.
In the financial year 2021-22, iD Fresh recorded revenues of Rs. 420 crores, with its flagship idly and dosa batter accounting for about a third of the sales. Last year, it sold batter worth 35 crores worth of idlis and dosas.
iD set up its Bengaluru plant at a capex of Rs. 40 crores to make ready-to-cook (RTC) traditional foods. It partnered with companies in Europe and the US to build customized equipment to handle the processes seamlessly.
At its highest functioning capacity, the factory can produce 1.2 lakh kg of batter in a day, the release said. Musthafa, the son of a farm labourer from Wayanad district in Kerala, started iD Fresh as a small business in Bengaluru, and later penned an incredible entrepreneurial journey. The unlisted company has been backed by New Quest Capital Partners and Premji Invest. In January this year, early investor Helion Ventures exited with a 10x return.