Consumer fresh food brand iD Fresh Food has announced its foray into the Rs 10,000 crore ghee market with the launch of iD Ghee in Mumbai.
The company is looking at an additional revenue of Rs 100 crore, as it plans to venture into key Indian markets with its latest product in the coming months.
As per the brand, made from milk cream and non-preserved butter the ghee is rich in aroma and taste, setting it a class apart from the existing products in the market.
Commenting on the company’s decision to enter this new product category, PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “At iD Fresh Food, we are constantly exploring new ways to innovate. Innovation, for us, means addressing consumer needs using common sense. Therefore, our Ghee package is designed to include a spout which makes it easy to store and a mess free transfer.”
“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. This is why iD Ghee holds great promise. We are looking at capturing the top markets across India within a year.”
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “As preservatives-laden and processed foods increasingly become the way of life, consumers today are keen to make conscious food choices. iD Fresh Food is committed to preserving the goodness of traditional Indian foods, and pure ghee – is considered to be one of the most nutritionally beneficial products due to its medium-chain fatty acid content, deserves a pride of place in every household. Made with the purest of ingredients, iD Ghee is good for your heart health, immune system, digestive system, and overall sense of wellbeing.”