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iD Fresh Food launches unique trust-based campaign - TransparenSee

The five-day long campaign offers a no-filter, real-time view of iD’s Giant Home Kitchen at Bengaluru

On the World Idly Day, consumer brand iD Fresh Food has launched a trust-based campaign titled TransparenSee. The five-day long campaign, offers a real-time view into its batter factory located in Bengaluru.

People can now access live feeds of the making of their favourite idly and dosa batter, from all areas within the factory – the raw material feeding area, urad dal feeding zone, fenugreek feeding zone, water fixing zone, grinding zone, batter ready zone, packing zone, chiller entry point and chiller exit point.

The campaign originates from iD’s belief that transparency is the bedrock of customers’ trust and loyalty. It also marks the first anniversary celebration of iD’s fully-automated, Giant Home Kitchen in Bengaluru. 

The live feed is available on iD’s website –– from 10 am to 5 pm, till April 3, 2022.

PC Musthafa, CEO and Co-founder, iD Fresh Food, said, “At iD, trust is at the heart of everything we do. Our products are made with 100% natural ingredients. The last two years have been tough, yet there has been no dearth of inspiration and love from our consumers. We have been receiving a lot of requests from our consumers wanting to visit our factory, but given the pandemic scenario, we didn't want to risk their safety at any cost. That's when we decided to take our Giant Home Kitchen to where they're and give them a real-time peek from the comforts of their homes instead of them having to travel all the way. 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. As a customer-centric brand, we strive to be responsive to the needs of our customers and the pandemic has helped us to strengthen this commitment. TransparenSee is our way of saying thank you to our consumers – for trusting us with their family’s nutrition and well-being. The plan is to make TransparenSee an annual campaign –starting every March on World Idly Day.”

Rahul Gandhi, CMO, iD Fresh Food, said, “By offering a window into the workings of our world-class, state-of-the-art manufacturing facility and processes, iD is demonstrating exemplary transparency, while assuring our customers 100% healthy, fresh and safe batter. At iD, we have complete control over our manufacturing processes and end-to-end supply chain. TransparenSee is inspired by the open kitchen concept. In many ways, it’s a natural extension of the trust campaign that the brand has been spearheading over the last four years.”

GLN Murthy, Chief Manufacturing Officer, iD Fresh Food, added, “Since its inception in January 2021, the Bengaluru factory has been a source of pride and joy for the 2000+ employees working in iD. From automated sanitisation stations and hi-tech machinery and custom-developed heavy-duty grinder, we have the finest of machines and people at work. It’s a great initiative to let iD consumers watch how their favourite idly and dosa batter is made!”

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