iD Fresh strides with TransparenSee, seeking "Grandmother’s Approval"

Delhi: iD Fresh Food unveiled their latest campaign titled "Grandmother’s Approval," an iteration of their annual TransparenSee initiative.

In celebration of World Idli Day (March 30), the company welcomed five grandmothers from diverse backgrounds to its facilities. The matriarchs were given the valuable task of evaluating iD’s production process firsthand, and granting their seal of approval to the brand.

The grandmothers were requested to observe every aspect of iD Fresh's batter-making process, from the meticulous soaking and grinding stages to the final packaging of the batter. 

P. C. Musthafa, Global CEO of iD Fresh, commented, "In the age-old tradition of creating homemade idli-dosa batter, the wisdom of our grandmothers is truly unparalleled. Thus, it was only natural to invite them to our facility, to witness how the entire process was done and get a seal of approval from them. The fact that we have earned the distinguished title of 'Grandmother’s Approved Brand,' only reaffirms our commitment to authenticity, quality, and taste. Their presence not only honoured the cherished tradition of homemade batter but also validated iD Fresh's commitment to delivering products that uphold the essence of homemade cooking."