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FMCG brand iD Fresh Foods has rolled out a less expensive variant of its idli and dosa batter for traditionally price sensitive markets. Through a sub brand iD Daileez, the Bengaluru-based company is looking at tier 2 cities.
One kg of the iD Daileez variety costs Rs 49, as opposed to the regular variant that costs Rs 70. The brand also has an organic variant for Rs 80.
PC Musthafa, CEO and co-founder, iD Fresh Food, said, “With iD Daileez, we are looking to compete in the ever-growing batter category, without damaging the existing product’s market share, while catering to extremely price-sensitive consumers. We did not achieve the set targets in the markets of Coimbatore etc and hence we are phasing out the normal variant, replacing them with iD Daileez. For this financial year, we have set a target of Rs 200 million for iDDaileez.”