Our traditional idli dosa batter is made in that ratio exactly. Which means transporting them to the US will be a huge task. The shelf-life is lesser for this cooked barley batter. The Rs 10 lakh loss hurt the business, but what worried us more was the likely loss in morale. They recently introduced natural curd and paneer too. Get a Glimpse Into The ID Kitchen - How ID Food Is Made. When iD was launched in 2005, that’s exactly what they did by providing unadulterated 100% natural idly/dosa batter. “iD Fresh products are 100 per cent natural without any preservatives or additives in it,” says Mustafa. The batter then travels to retailers near you. We put in all our profit into the Chennai plant, only to realise that the competition there was fierce. Aarogya Kitchen - Offering Rice 1Kg Dosa Batter, Energy: 172.5 Kcal, Packaging Size: 1 Kg at Rs 45/litre in Ghaziabad, Uttar Pradesh. Millet Amma's Brown rice batter is 100% organic and higly nutritious. Our foods are very much the same. The problem with all those batters was heavy use of preservatives may be to increase shelf life. When traditional manufacturing failed to match our business expectations, we collaborated with a German company to co-develop a machine that could make 4,500 kg of batter an hour—100 times the output of traditional machines! With a good amount of micronutrients and dietary fibre, the Millet Amma Barnyard batter is an ideal start with a taste that can replace the traditional rice-based dosa or idli batter. For a perishable product with a low shelf-life of just 3-6 days, distribution is key to reducing wastage and keeping stock fresh. It’s the love and care she puts into her cooking, and the sheer freshness of the meal itself that comforts you. (Photo: iD Fresh), PC Musthafa (left) and the ID Fresh Food team. In the meanwhile, we started supplying the returned packets to B2B stores (before the expiry date) at a reduced price, thereby helping us stay afloat until the retail sales picked up. We decided to give ourselves six months to turn things around. This is because it’s more than just about the taste, when your mother cooks. Now, our vision is to become a fully organic company that makes organic food affordable and accessible for all. For, where else would we find a bigger market for idli-dosa batter! iD FRESH FOOD: A COMPLIMENT TO HEALTHY HOMEMADE COOKING Rizwana M., Ramaiah Institute of Technology ... First mover in RTC category of idli dosa batter Quality in terms of ingredients, freshness and ... Perishable nature of the product/short shelf life The cold storage chain is crucial to maintain the shelf life of the product. We wouldn’t do anything less when we serve our families and yours. We soon realised that it takes more than an idea—no matter how brilliant—to run a successful business. Here’s a little glimpse into how we make our idli and dosa batter that millions enjoy every day. Of the 100 packets delivered, 90 were returned—and this continued for three agonising months! #Innovember #EverybodyCanVada pic.twitter.com/Rcejya7h2I. When the other brands were focused on increasing shelf life by adding additives, iD intended on doing the exact opposite. For idly's use batter as it is. Now without any delay, I will share how I made the batter and the idli and dosa. So, we thought, ‘Why don’t we do it better?’ And that’s how iD Fresh was born. Whether it’s our award-winning, boat-shaped, reusable packaging for the idli-dosa batter or our authentic South Indian Filter Coffee that comes in a unique ready-to-use liquid form, we are always trying something new. The Spectacular Backdrop of iD Fresh Batter iD fresh food was founded in the year 2006 by an IIM-Bangalore alumnus PC Musthafa and his cousins, Shamsudeen TK, Abdul Nazer, Jafar TK and Noushad TD. Remember when you were a kid, you always knew that going back home to mom’s cooking will cheer you up no matter how bad your day was at school? Since all the products sold by iD Fresh Foods had short shelf life, anywhere between 4 and 7 days, forecasting demand accurately is important. For, as the son of a daily wage labourer for whom three meals a day was once a luxury, money will always be the means to an end. Mr T & I rejoice at the thought of crisp dosas for breakfast — and ID Foods Bangalore makes that dream come true! iD started with packaging Idly-Dosa batter and has since diversified into Malabar Parota, Wheat Parota, Chapati, and Chutneys. The present invention relates to a packaging system for fermented, semi-solid and ready-to-cook idli, vada, dhokala or dosa batter which maintains shelf life at ambient conditions without refrigeration. Even our patented, squeeze-and-fry vada batter packaging design, that blends the complex art of traditional vada making with the simple science of modern technology, was an important milestone. P C Musthafa is the Chief Executive Officer. Min order quantity: 1 carton ️ Seller based in United Arab Emirates ️ SKU: 6291104183568 ️ as i mentioned earlier, dosa recipes are very common breakfast recipe in most of the south indian households. With our innovative packaging, we have made it possible for everybody to Vada. About 15 years ago, when my cousins ran a kirana store in Bengaluru and I worked with a top multinational, we used to spend hours discussing prospective business ideas. Indian Institute of Packaging (IIP) presented the Indiastar 2015 award to iD Fresh Food for its innovative packaging of it's iD Idly and Dosa 1 kg Batter This award is the 5th edition of Entrepreneur India Awards 2015, organized by US-based, Entrepreneur Magazine in media partnership with Times Now. The packets are filled, weighed and air-sealed so your batter has no contaminates before they are sent to the blast freezer. In 2012, within months of exiting Chennai, we expanded to Mumbai, Hyderabad, Pune, and Dubai. With our new proposition #MadeWithLove, we look to redefine the language of love, through food. Shelf life 14 days when kept under refrigeration(5°C) We combine Bloomberg’s global leadership in business and financial news and data, with Quintillion Media’s deep expertise in the Indian market and digital news delivery, to provide high quality business news, insights and trends for India’s sophisticated audiences. Photo: iD Fresh. The company, meanwhile, is exploring local tie ups. Shelf Life - 8 Days if refrigerated. Join our. With our cold-chain management, we ensure that all our products are maintained at a temperature between 0 to 4 degrees Celsius, till it reaches the consumer. In 2005, when my cousins—Abdul Nasser, Shamsudeen TK, Jaffer TK, Naushad TA—and I decided to start iD Fresh Food, we had no idea that one day we would be clocking monthly revenues to the tune of Rs 21 crore. And, our ambition would be to become a $10-billion company! It was a common sight back then to see readymade idli-dosa batter being sold in unhygienic plastic covers sealed with rubber bands. When traditional manufacturing failed to match our business expectations, we collaborated with a German company to co-develop a machine that could make 4,500 kg of batter an hour—100 times the output of traditional machines! The company provides 55,000 kgs of Idly/Dosa batter per day, with other yummy products like Parotas, Vada batter, Chapati and paneer among others to more than 30,000 retail outlets. As we are using cooked barley, after fermenting, store the batter in the refrigerator right away and also use it within a couple of days. The coffee decoction is the first with a much longer shelf life. Yet, not everyone dares to venture out of their comfort zone, exploring different avenues, taking endless risks. The world recognises us today as a brand that cares. Participants of the ‘Meet Your Neighbour’ initiative. From the fields till it reaches your table, we make sure everything we make and every step of the process follows two rules - keep it natural and keep it clean. “Idli and dosa batter has very short shelf life. PC Musthafa is CEO and co-founder of iD Fresh Food. Simply mix well, if water has separated during storage. Made with no added preservatives, it gives you the true taste of barnyard millet. During the time which Musthafa had spent on weekends in the kirana shops he noti… Our biggest asset has been our team. Shelf life 14 days when kept under refrigeration (5°C) Whether it is the iD Trust Shop—world’s first branded shop with no salespersons—or #ShareTheGoodness initiative launched on World Idli Day, or social campaigns such as #KhaanaKhaaya for Mother’s Day, #iDPledge for Independence Day, or ‘Meet Your Neighbour’ initiative, iD Fresh has become synonymous with trust, tradition, and community. The softest idlis are made from ingredients that are allowed to take their time to absorb just the right amount of water. With Helion Ventures (2014) and Premji Invest (2017), we have been incredibly fortunate to find partners who share the same vision and ethical values. They can maximize profit if they can distribute the batter themselves. Add only when you are ready to use it and only in that amount that you are using instead of the complete lot. One of our great Bangalore discoveries is ID Foods — producer of awesome idli/dosa batter, parothas and now even chutneys. iD would like to be in a state where there will be a greater degree of predictability in its operations. Idly Dosa Batter Pouch - Buy Food Pouches at best price of Rs 220/kilogram from Multiflex Packaging (India). Similarly, re-entering the Chennai market, as a parota company and then slowly building a trusted network with retailers, was a strategic victory. ID Idly & Dosa Batter is made from freshly ground, finest quality rice, urad dhal, methi seeds, RO purified water and pinch of salt. With an initial investment of Rs 50,000 and a 50-square-feet kitchen with a grinder, mixer, weighing machine, sealing machine and second-hand scooter (for delivery), the five of us started making the idli-dosa batter and delivering it to neighbourhood stores. By the ninth month, we were selling 100 packets daily. Looking back at my early life in a small village in Wayanad, sans electricity and basic material comforts, I’m pleasantly surprised by the turn of events. 75 only and can make 15-16 dosa or idly with it so not even Rs 4.3/dosa Dosa mass must be consumed within 7 days after the date of manufacture, which means that no preservative is added to the amma dosa dough.. The idea of starting an idli-dosa batter venture first popped up rather casually by my cousin Shamsu, while I was pursuing my cherished dream of getting an MBA from IIM Bangalore. The Best Quality of rice, urad dal, and methi is sourced and stored in a clean and dry warehouse.The ingredients are then lifted into the manufacturing unit. it can be monotonous to have the same plain dosa variation every day, and hence a variation is introduced. Patience is crucial. The gluten-free content helps improve cholesterol level, digestive system and increases energy. “All our raw meat and seafood products, including our ready-to-cook range and cold cuts have a shelf life of 2-3 days. You can extend the shelf life of Idli/dosa batter by following these points- 1.Skip adding salt or sugar to the batter. Fermentation to right degree is key. There is an entrepreneurial spirit in each one of us. The views expressed here are those of the author and do not necessarily represent the views of Bloomberg Quint or its editorial team. That’s one of our biggest USPs,” he said. Note - mildly salted. But coffee appealed to the ID Fresh team, it was seen as the most fitting accompaniment to idlis, dosas and parotas. An iD Fresh Food buffet served during an event. Back then, we were just driven by the desire to do something on our own, to make a difference to people’s lives—even if in small ways. We continued to push our product with retailers as well as consumers. It can be used directly from pack to make puffy idlies, and soft and crisp dosas. iD’s batters have a shelf life of three-to-seven days. Read about company. It is nutritious and tastes good. iD would like to be in a state where there will be a … There was no use of chemicals or any other additives. We also introduced new ready-to-cook product categories, including Malabar Parota, Whole Wheat Parota, and Whole Wheat Chapati. The idea was introduced by PC Musthafa when his cousin, who had a kirana store constantly complained about the quality of dosa and idli mixes produced by the local vendor. All of ID Fresh’s products to date have a shelf life of 1-3 days. Their faith and dedication have driven us to greater heights. Easy on pocket as you get 1 kg batter for under Rs. The same hygienic process and care goes into making all our products. We made conscious efforts to hire young talent from remote villages and small towns, and trained them in manufacturing and sales. It took me about 10 hours for this batter to ferment nicely. Idli / Dosa Batter. Transportation is difficult to transport the batter to all the customers even though we have enough customers. We used common sense to be at the forefront of innovation. Sale of expired batter will not be permitted. When you pick-up a packet of iD batter, you choose food made with love. By 2009, we were supplying 3,000 kilograms of batter to stores in Bengaluru, clocking an annual revenue of Rs 1 crore. For a healthier and greener future, we need to invest in smart packaging, facilitated by cutting-edge technologies. The thing with success is that it is infectious. Our hygienically ground white batter can make the softest of softest idli’s. This dosa mix has a shelf life of 12 months from the date of manufacturing. You can use this mix for preparing plain dosa, masala dosa, butter dosa and other variants of this delicious food item. ideally, the dosa batter is made in bulk and it can easily go up to a week. Also, the plan to sell Malabar parotas, which have a shelf life of three days, took off. Especially with key decisions, such as deciding on investors. Besides idly/dosa batter, their ready to heat and serve Parotas are also quite popular in the market. There is no shortcut to silky smooth batter. Look for batter with a shorter shelf life as it’s less likely to have cooking soda or other additives. The lessons from failures have scripted iD Fresh’s success story. Also find here related product comparison | ID: 19290330488 iD Fresh Food (India) Private Ltd., is a leading ready-to-cook and eat packaged food company serving several cities in India. Never an end in itself. From setting up a rickety candy shop in my Kerala village to saving up to buy three goats—and then, a cow—and selling milk, the want of capital was never a deterrent for my business plans. Get contact details and address | ID: 21487165062 For years, people have hand-rolled the Vada and perfected the iconic hole using their hands. The finely ground rice, urad dal, and methi are now combined. Usage: Please empty the batter in a clean bowl. Even as a child, I was bitten by the entrepreneurial bug. The Idli / Dosa batter comes in … add more based on your taste. (Photo: iD Fresh), Missing BloombergQuint's WhatsApp service? And that’s when we decided to expand to Chennai. iD Fresh is determined to find a sustainable replacement for plastic packaging—even if it is at the cost of profit margins. 100% Natural No preservatives Premium quality ingredients ... process follows two rules - keep it natural and keep it clean. 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